UK News Consumption Trends and Implications for Public Sector PR

Here are some key trends in news consumption in the UK population and what they could mean for Public Relations teams in public sector services. The following is from an analysis of the following reports:

Declining traditional media consumption

News consumption patterns

TV and print news consumption have fallen significantly over the past decade, particularly among younger audiences. Older generations still rely heavily on traditional news sources like TV and newspapers, but this trend is changing rapidly.
News consumption patterns continue to shift away from traditional platforms towards online sources. An overwhelming majority (96%) of UK adults watch, listen, or read news in some form. However, the way in which people are accessing the wide variety of news platforms is changing. In previous years, television has been the most-used platform for accessing news, but this has been in gradual decline, with a steeper fall since 2023.

Shift towards online sources

In contrast, the use of online sources for news continues to increase. In 2024, seven in ten (71%) UK adults are consuming news via online sources; this is now on a par with television (70%). Social media is a significant component of online news consumption, with more than half of UK over-16s (52%) now using it as a news source.

This shift away from traditional media poses a continuing challenge for public sector PR teams that are transitioning into digital channels but still have some way to go. With reducing budgets and a continued political focus on traditional media, Heads of Communications need to make the case for fully resourced digital media strategies.

The rising importance of online and social media

Important sources of news

Online news consumption, driven by social media, is increasing. Social media is now a primary news source for more than half of UK adults. Six in ten UK adults (59%) claim to use some form of online intermediary (social media, search engine or news aggregator) for their news consumption. Meta/Facebook (40%) and Google (32%) are the most commonly used intermediaries, reaching three-quarters of all adults.
Among adults who directly access news publishers, websites, and apps, the BBC website (59%) has the highest claimed use, followed by Sky (20%), The Guardian (20%) and The Daily Mail (19%).
Facebook continues to be the most-used social media source (reaching 30% of UK adults), in line with 2023, while TikTok has been growing in popularity as a source of news, reaching 11% of UK adults, up from 1% in 2020.

Demographic trends

Younger audiences (16-24 years old) are particularly reliant on online and social media for news, with nine in ten using these platforms.
Online sources continue to be most popular among the younger age groups, with nine in ten (88%) 16-24-year-olds using online sources for news. Social media is the main driver of this, with eight in ten (82%) young adults using this platform. Only half of 16-24s (49%) use TV for news.
The most popular social media platforms for news are Facebook, YouTube, and TikTok, with TikTok's popularity growing rapidly. The use of newspapers for news, including their digital formats, has declined significantly since 2023, while the use of radio for news has been stable over the past couple of years.

Generational differences

The importance of social media as a news source among young people is evident when looking at the top individual sources used. Instagram (41%), YouTube (37%), Facebook (35%), TikTok (33%) and ‘X’ (27%) comprise the top five news sources used by 16-24-year-olds. BBC iPlayer (23%) and BBC One (23%) are in joint sixth position.
Those aged 55 and over rely more heavily on the BBC and television sources. BBC One (62%) is most used, followed by ITV (43%), the BBC News Channel (23%), BBC iPlayer (21%) and Sky News (20%). Facebook (19%) is the only social media source in the top 10 sources for this group.

Public sector PR teams need to prioritise online and social media strategies to effectively reach their audiences, especially younger demographics. This includes creating engaging content tailored for specific platforms, collaborating with influencers, and actively monitoring social media conversations.

Trust and perception

Traditional platforms outperform on trust

While online and social media are becoming dominant platforms, traditional media still outperform them in terms of trust, accuracy, and impartiality.
Globally, only 40% of respondents in the 2024 Reuters Digital News Report say they trust most news most of the time. This figure has remained stagnant since the previous year. This indicates a pervasive scepticism towards news media, despite the increasing importance of information in the digital age.
The UK also exhibits a decline in overall trust in news, with trust levels significantly lower than before the 2016 Brexit referendum. This trend suggests a potential erosion of public confidence in news media, possibly influenced by political events and the rise of alternative information sources.

Public Service Broadcasters (PSBs) maintain the highest levels of trust

The sources highlight that public broadcasters, including BBC, Channel 4, and ITV, are generally the most trusted news brands in the UK. This aligns with previous years' trends, indicating a consistent perception of reliability associated with PSBs.
Television, radio, and print newspapers score significantly higher on trust, accuracy, and impartiality compared to online and social media platforms. This suggests that UK audiences still place greater confidence in established news sources, despite the growing use of online and social media for news.
The Ofcom 2024 survey highlights certain brands with notable trust levels:
- BBC One remains the most-used single source of news, with a strong trust rating.
- ITV also enjoys a high level of trust, particularly for its traditional TV output.
- Regional and local newspapers continue to be trusted sources for news, especially among older adults.

This highlights a potential trust deficit for public sector PR teams when communicating via online and social media. It underscores the need for:

transparent and credible messaging
demonstrating clear links to trusted sources
fact-checking and addressing misinformation
engaging with audiences authentically.

The rise of alternative news sources

Mainstream media brands are facing competition from alternative online news sources, particularly on platforms like YouTube and TikTok. This includes youth-oriented outlets like PoliticsJOE, LADbible, and TLDR, as well as more partisan outlets.
Public sector PR teams need to be aware of these alternative sources and the potential impact they can have on public perception. They should consider how to engage with these outlets and their audiences while also maintaining a focus on building trust and credibility.

Implications for Public Sector PR

Shift in strategy

Public sector PR teams need to continue the shift from traditional media to digital platforms but escalate this and develop strategies tailored for the nuances of each platform. Check out Westco’s Digital Content Marketing Strategy guide.

Content creation

Engaging and shareable content is crucial for success on social media. This includes video content, especially short-form videos, given the popularity of platforms like TikTok and YouTube. Keep an eye out for training your teams in video production, like How to create high-quality video with just a smartphone.

Building trust

Transparency, accuracy, and impartiality are key to establishing trust with online audiences. PR teams should focus on fact-checking, source verification, and engaging in open and honest dialogue. Research trust and why it is important. There’s a reason politicians are seen as “least trusted”. Also check out the Edelman Trust Barometer.

Monitoring and engagement

Actively monitoring social media conversations and engaging with audiences is essential to address misinformation, respond to queries, and build relationships. Think about tools like the RESIST 2 Counter-disinformation toolkit from the Government Communications Service.

Collaboration

Partnering with relevant influencers and online communities can help amplify reach and engagement. Try our All about influencer marketing guide for assistance in getting started.

Measuring impact

Utilising analytics to track the effectiveness of campaigns and measure the impact of communication efforts is crucial for optimising strategies and demonstrating value.

By understanding these trends, your team can adapt its strategies to effectively reach your target audiences, build trust, and achieve your communication objectives in the evolving digital landscape.