My favourite study of the year is here.
The Reuters Institute’s Digital News Report 2025, produced by the University of Oxford, is out, and as always, it’s essential reading for anyone working in media, communications, or public engagement.
With data from over 80 countries, plus a local lens on Ireland, it paints a powerful picture of how global audiences are consuming, sharing, and trusting news.
News habits continue to shift, shaped by the dominance of smartphones, the growing influence of social media, and the rapid rise of AI in content production and curation. But there’s more: a deepening generational divide is emerging, not just in where people find their news, but in who they trust to deliver it.
This has major implications not just for journalists and media outlets, but also for those of us working in PR, particularly within government and the public sector. If your communications strategy still relies heavily on traditional media to reach the public, it’s time to re-evaluate.
Because, while your messages may be in the public interest, getting them seen and believed is no longer guaranteed.
I’ve pulled out what I believe are the top 15 takeaways from this year’s report. They offer vital insights for how we communicate in today’s digital-first, AI-powered world.
- High Interest in News: 56% of Irish people are interested in news, the highest since 2022 and well above the UK (39%) and EU average (45%).
- Trust in Local News: Local radio news (72%) and local newspapers (71%) are among the most trusted news sources in Ireland, matching the trust level of RTÉ News (72%).
- Strong National Trust: 50% of Irish respondents say they trust the news most of the time, compared to 35% in the UK, 30% in the US, and 39% in Europe.
- News Consumption Platforms: 58% of Irish people use television and 58% use online media (excluding social media and blogs) for news weekly; 47% use social media, 36% radio, 22% printed newspapers, 12% podcasts, and 5% AI chatbots.
- Radio’s Enduring Role: 36% use radio for news weekly, and 11% cite radio as their primary news source, higher than the UK (8%), US (3%), and EU average (7%).
- Growth in Paying for News: 20% of Irish people now pay for news, up from 7% in 2015 and a 3-point increase from last year.
- Comfort with AI News: 19% are comfortable with news mainly produced by AI with some human oversight, up from 15% last year; under-35s are almost twice as comfortable as over-35s.
- Concern About Misinformation: 68% are concerned about distinguishing real from fake news online, with the highest concern (72%) among those aged 65+ and the lowest (62%) among 18-24s.
- Podcast Popularity: 12% listen to podcasts for news weekly, higher than the UK (7%) and EU average (9%), but lower than the US (15%).
- Support for Local Journalism: Recent funding schemes have supported over 100 journalism roles in Ireland, reflecting ongoing investment in local news and democracy.
- Diverse News Brand Trust: RTÉ News (72%), local/regional radio (72%), and local/regional newspapers (71%) are the most trusted news brands, with the Irish Times (70%), BBC News (70%), and the Irish Independent (68%) also highly rated.
- Digital Subscriptions Led by Major Titles: Among those paying for digital news, the Irish Independent (36%) and the Irish Times (33%) are the top choices for subscriptions or memberships in the past year.
- Sustained Funding for Journalism: Over €5.7 million in new journalism schemes have supported more than 100 journalism roles in Ireland, with further rounds and new schemes for digital transformation and news reporting planned for this year.
- Radio’s Unique Role: Radio remains a cornerstone of Irish news, with 11% citing it as their primary news source, which is well above the UK (8%), US (3%), and EU average (7%).
- Generational Comfort with AI: Comfort with AI-produced news is rising, especially among under-35s, who are almost twice as comfortable as over-35s with news mainly produced by AI with some human oversight (19% overall, up from 15% last year).
Source: https://www.cnam.ie/digital-news-report-ireland-2025/
About the Author
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
