CNN: Audiences place greater value on reliable sources
December 22, 2025 12.07 Europe/London By Julian Clover


CNN International Commercial has released findings from a new global study into international news consumption, arguing audiences are placing a higher premium on trusted, credible reporting as misinformation spreads across social platforms.

The research, conducted by Differentology, surveyed 2,400 international news consumers across 20 markets spanning Europe, the US, Africa, the Middle East, Latin America and Asia-Pacific. It found 7 in 10 respondents believe international news is “more important than ever”, even as local outlets remain heavily relied upon.

The report also points to a strong social component in how audiences now follow news. Some 28% said their preferred source of information is a social media platform, while 62% said they seek out user generated content from international news organisations. UGC from global news outlets was rated 2.5 times more credible than UGC from non-news professionals such as influencers and citizen journalists, highlighting the tension between the speed of social media and the assurance associated with established journalism brands.

The broadcaster has been a target of US President Donald Trump for its perceived liberal bias. Its future ownership is currently under question after Netflix tabled a bid for parent Warner Bros. Discovery. CNN is not a part of the bid and is likely to join other linear channels in a new company named Discovery Global.

CNN International Commercial said concern about misinformation is driving demand for verification and context, citing findings that 6 in 10 are worried about the credibility of information sources and want platforms that can check facts and provide in-depth coverage.

Jo Tenzer, Director of Audience Insights at CNN International Commercial, said the study shows consumers want “credibility and context” amid “endless content and rising misinformation”, positioning CNN as a brand built on clarity and depth.

The study also links trust in news environments to advertiser outcomes. CNN said 71% of respondents believe CNN content enhances the credibility of brands that advertise with the network, while 80% of brands that advertise on CNN build meaningful brand trust, underpinning its pitch as a “safe and premium” space for advertisers.

CNN International Commercial oversees business operations for CNN’s properties outside the United States, including advertising sales, sponsorship, commercial content development, content sales, brand licensing, distribution and out-of-home operations.