There is a subtle but irreversible reengineering of the international news system in motion — and the Reuters Institute for the Study of Journalism is officially shining a light on it with a significant new report. Entitled Mapping News Creators and Influencers, the research will be launched as part of a public webinar on 30 October 2025. Speakers for the webinar include Nic Newman, lead author of the report; the Institute’s director, Mitali Mukherjee; and news influencers Mosheh Oinounou, Akash Banerjee and Emilio Domenech. The event is available to journalists, strategists, founders of media, researchers and digital creators globally and registrations are open now at https://events.reutersevents.com/mappingnewscreators/reuters-institute
A subtle but deep re-engineering of the news environment is in process — and the Reuters Institute for the Study of Journalism has just made it official with one of its most character-defining studies to date. Commissioned as part of a high-level panel debate, the new study called Mapping News Creators and Influencers indicates that news, more and more, no longer emanates from institutions — it emanates from individuals. Not anchors. Not mastheads. Personalities.
The report is the most formal recognition to date by a leading journalism institution that news is being redefined by TikTok explainers, YouTube commentators, Instagram teachers and solo Substack journalists — producers who do not necessarily work in any newsroom but are raking in millions using intimate authority and two-way community credibility. The research discovers that younger viewers do not “visit” the news anymore — they discover it. It appears there, transported not in logos but in faces that they recognise as familiar. The authority of the news is no longer assured by tradition of reputation, but by inferred intent, tone, proximity and emotional authenticity.
The panel, which launched the report, seconded the opinion that institutional forms are being overtaken not only by creator speed but creator likability. A producer talking on a phone camera in a street, a protest, a courthouse corridor or even their own bedroom — casually, off the cuff, responding in real time — is frequently regarded as more credible than a formal studio bulletin. Viewers don’t merely want facts; they want tension, interpretation, rush and a feeling that someone is present with them, not talking to them with post-edited authority.
But the report does not idealise creators; it cautions that the pace and closeness of this model also obfuscates editorial review. Creators are now often first-hand information sources for journalists before they even show up — a change that fundamentally undermines traditional verification models. What it strongly contends, however, is that creators are no longer a “side trend.” They are an overlapping news infrastructure — one legacy media can either partner with or get eclipsed by.
For news organisations, the report argues, the way ahead is not to reassert institutional control but to restore emotional connection. This may involve collaboration with independent producers, co-producing hybrid formats, or even permitting more first-person, diary-like voices within their own reports. The audiences are not asking for less journalism — they are asking for more presence. The fate of truth, credibility and influence could now come down to who appears first in a person’s feed — and how “human” they sound when they do.
