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A new national survey reveals that influencers and independent creators have become a major source of news and information for Americans, with particularly strong adoption among younger people and signaling a significant generational shift in media consumption.
Key Findings from the Poll
- 57% of U.S. teens and adults say they get at least some news and information from influencers or independent creators. The figure jumps dramatically among teens aged 13 to 17, with 81% reporting they turn to these sources at least sometimes.
- Teens are far more likely than older adults to rely on local influencers for community-level information as well.
The survey, part of the Media Insight Project—a collaboration of The Associated Press-NORC Center for Public Affairs Research, the American Press Institute, Northwestern University’s Medill School, and other partners, highlights how non-traditional voices now rival or supplement legacy media, especially for topics like national news, pop culture, and wellness.
Conducted in February 2026 with a combined sample of more than 2,100 respondents (1,092 adults 18+ and 1,009 teens 13-17), the poll used NORC’s probability-based AmeriSpeak panels for national representativeness. It offers one of the most comprehensive looks yet at how different generations navigate today’s fragmented media ecosystem.
The findings underscore a broader trend: while traditional news outlets still hold value—particularly local news, which ranks highest in trust across age groups—younger Americans are increasingly turning to creators they follow on social platforms. Transparency (especially around sponsored content) matters more to these audiences than follower count when judging credibility.
Overall confidence in all news sources remains relatively low, but creators are carving out a substantial role in daily information diets.