The study surveyed 2 400 international news consumers in 20 markets, spanning Europe, the United States, Africa, Middle East, Latin America and Asia-Pacific to understand how audiences navigate an increasingly complex news environment, the role international news plays in their daily lives and the trends shaping news consumption, says CNN.

"This study paints a picture of consumers saying that international news matters as they look for trusted sources in a world of endless content and rising misinformation," says Jo Tenzer, Director of Audience Insights at CNN International Commercial.

"As people navigate social media, short form and instant content, they are still seeking credibility and context. That's why CNN stands out in this study as the most trusted and reliable international news brand, giving people the clarity and depth they need to truly understand the world," says Tenzer.

Today's News Consumer

The study aims to show that international news has never been so important. Seven out of 10 people believe that its role is more important than ever. However, local media outlets are highly relied upon too, even though international media outlets are still considered more important and are widely associated with being credible, respected and offering in-depth analysis, adds CNN.

28% say that their preferred source of information is a social media platform, and 62% seek out User Generated Content (UGC) from international news organisations, says CNN.

UGC from global news outlets is considered 2.5 times more credible than UGC from non-news professionals such as influencers and citizen journalists discussing or reporting the news. Consumers are torn between wanting the speed and immediacy of social media and the assurance and rigor of journalism, adds CNN.

Facing Misinformation: Increased Demand for Reliable Media

In an environment saturated with content, where misinformation circulates widely on social media, audiences are reaffirming their need for reliable media. Six out of 10 people are concerned about the credibility of information sources and are looking for platforms that can verify facts, offer in-depth coverage and provide clear context for understanding global issues, says CNN.

CNN: Trust and Daily Respect

In a media landscape where only 40% say they trust the news, CNN aims to stand out as a source for trust, reliability and breaking news, and to reinforce its role in helping audiences navigate complexity. By aiming to offer comprehensive and verified coverage of international events, CNN focuses on being a guide for its audeinces, capable of informing, reassuring and supporting them in their decision-making, says CNN.

Impact and Influence in This Landscape

CNN says it aims to reaffirm its goal to be seen as a key player in the global media landscape, not only to inform, but also to influence and to mobilise.  

This influence also extends to the brand's engagement with younger generations, who value authenticity and interaction. Being digital-first, these audiences seek reliable and interactive information, allowing CNN to be a partner for advertisers looking to reach engaged audiences, adds CNN.

A Safe and Premium Space for Brands

CNN aims to offer a trusted and secure environment where brands can thrive without risk. Through its commitment to human-led storytelling and quality audiences, CNN aims to ensure that advertisers can stand out in a premium context, says CNN.

80% of brands that advertise on CNN say they have built meaningful brand trust. Moreover, 71% of respondents to the survey say they believe that CNN content enhances the credibility of the brands that advertise with the network, concludes CNN.

For more information, visit www.commercial.cnn.com. You can also follow CNN International Commercial on Facebook, X, or on Instagram.

*Image courtesy of contributor