New Pew Research Center research on American news consumption patterns reveals that 21% of Americans regularly receive news from social media creators. 

This study, which examined 500 news creators and analyzed more than 100,000 posts across major social media platforms, highlights the growing influence of individual content creators in shaping public understanding of current events.

The trend is particularly pronounced among younger adults, as 37% of those between 18 and 29 regularly turn to these creators for news content. These news creators, who maintain follower counts exceeding 100,000 and consistently share content about current events and civic issues, represent a diverse but male-dominated field, with men comprising 63% of creators across platforms.

Platform Dynamics and Content Distribution

X (formerly Twitter) has emerged as the primary platform for news creators, with 85% maintaining an active presence there. This preference for X is firm among creators with traditional news backgrounds, as 96% utilize the platform. The platform has also pioneered monetization opportunities, with 68% of creators offering paid subscription options.

Facebook presents a distinctive political environment where right-leaning creators outnumber their left-leaning counterparts by a three-to-one margin (39% to 13%). The platform has become a hub for technology-focused discussions, particularly cryptocurrency coverage, which accounts for 8% of news-related content.

TikTok stands out for its unique creator demographics and political balance. The platform boasts the most equitable gender representation in the field, with men and women creators split nearly evenly at 50% and 45%, respectively. It’s also the only major platform where left-leaning creators (28%) slightly outnumber right-leaning ones (25%). 

TikTok creators show the highest rate of LGBTQ+ identification or support, at 13%. They demonstrate distinct perspectives on international issues such as the Israel-Hamas war, with 9% expressing pro-Palestinian stances compared to 2% identifying as pro-Israel.

Election Coverage and Political Focus

During the summer of 2024, news creators devoted significant attention to major political events. 

The first assassination attempt on Donald Trump on July 13 generated substantial coverage, comprising 5% of all news-related content. The Republican National Convention from July 15-18 received consistent attention, while President Joe Biden’s withdrawal announcement on July 21 sparked intense discussion across platforms. 

The Democratic National Convention (DNC) in August also commanded significant attention from creators. However, the DNC’s decision to grant credentials to over 200 social media influencers for its four-day event in Chicago sparked tension with traditional journalists. 

In October, VP Kamala Harris appeared on Alex Cooper’s “Call Her Daddy” podcast, while Trump appeared on “The Joe Rogan Experience.” 

Political coverage varies notably by platform, with YouTube leading in political focus—68% of its news-related content addresses government, politics, or elections. Instagram, by contrast, shows more diverse content distribution, with political coverage comprising 43% of news-related posts and higher engagement with international issues, particularly the Israel-Hamas war.

Audience Reception and Demographics

Americans who consume news through these creators report finding distinct value in their content. 

Nearly two-thirds say creators help them better understand current events and civic issues, while only 9% report increased confusion from creator content. The perceived benefit varies along political lines, with Democrats slightly more likely than Republicans to report an improved understanding of current events (69% versus 62%).

The study reveals significant demographic variations in creator news consumption. Hispanic Americans show the highest adoption rate at 30%, followed closely by Asian Americans at 29% and Black Americans at 27%, while White Americans report lower engagement at 17%. 

Income levels also correlate with consumption patterns, as 26% of lower-income Americans get news from creators, compared to 21% of middle-income and 16% of higher-income adults.

Most creators maintain a multi-platform presence, with 27% actively posting across five or more sites. Their influence extends beyond social media, as 34% produce podcasts and 22% publish email newsletters, creating a comprehensive media presence that reaches audiences through multiple channels.

“These influencers have really reached new levels of attention and prominence this year amid the presidential election,” Pew’s researchers stated. “We thought it was really important to look at who is behind some of the most popular accounts – the ones that aren’t news organizations, but actual people.”

This research was conducted between July and August 2024 and combines survey data from more than 10,000 U.S. adults with a detailed analysis of creator accounts and posts.

The full report is available here.