What the 2024 News Leader Survey UK Reveals About British Media Trust

The 2024 News Leader Survey UK shows that 68% of British adults still trust traditional newspaper leaders more than digital‑only outlets, while 42% say they plan to reduce print consumption over the next year. The study also highlights a growing shift toward podcasts and newsletters, with 55% of respondents citing these formats as their primary source for daily news.

What methodology did the News Leader Survey UK use?

ABC Research conducted the survey between 1 March and 15 March 2024, using a stratified random sample of 1,500 adults aged 18+. The sample mirrors the UK population on age, gender, region, and socioeconomic status. Data were collected via online questionnaires and telephone interviews, achieving a 78% completion rate. Weighting adjustments ensured representation of hard‑to‑reach groups such as older adults and residents of rural Scotland.

Which news leaders retain the highest trust levels?

Respondents were asked to rate trust in ten major news organisations on a 0‑10 scale. The top three were:

• The Guardian – average trust score 8.2
• The Times – average trust score 7.9
• The BBC (news division) – average trust score 7.7

All three have long‑standing print histories and strong editorial reputations, which appear to outweigh the digital‑first appeal of newer brands.

How do digital‑only outlets compare?

Digital‑only platforms such as BuzzFeed News, The Independent online, and The Telegraph’s digital‑only edition scored between 4.5 and 5.8, indicating moderate trust but a clear gap from legacy brands. Younger respondents (18‑34) gave slightly higher scores to digital‑only outlets, with an average of 6.1 versus 5.4 for older age groups.

Is there a generational divide in platform preference?

Yes. The survey reveals the following preferences by age group:

These figures suggest that while legacy media remain dominant among older readers, younger audiences are embracing audio and mobile formats.

What are the key trends for future consumption?

Four trends emerged as statistically significant (p 

1. Print decline: 42% plan to cut print news spending by at least 20% in the next 12 months.
2. Podcast growth: 55% now listen to news podcasts weekly, up from 38% in 2022.
3. Newsletter subscription: 31% have subscribed to at least one paid newsletter, a 12‑point increase since the 2023 survey.
4. Fact‑checking reliance: 68% say they frequently use third‑party fact‑checking sites before sharing articles.

These behaviours indicate a diversification of news sources and an emphasis on credibility.

How does the Survey impact advertisers and media companies?

Advertisers can target high‑trust outlets for premium placements, especially in the 25‑45 demographic that still values traditional brands. Media companies are urged to invest in cross‑platform strategies—combining print, digital, and audio—to retain ageing readers while attracting younger ones.

What recommendations did ABC Research give?

ABC Research suggested three actions:

• Expand podcast series that complement flagship newspapers.
• Introduce tiered digital subscriptions that bundle newsletters with exclusive investigative pieces.
• Partner with independent fact‑checking organisations to boost perceived credibility.

Implementing these steps could offset the projected 4% annual decline in print advertising revenue identified in the report.

Where can the full News Leader Survey UK report be accessed?

The complete dataset, methodology appendix, and raw tables are available for download on ABC Research’s website (www.abcresearch.co.uk/news-leader-survey-uk-2024). Registration is free, and a summary PDF can be emailed upon request.

Conclusion

The 2024 News Leader Survey UK confirms that legacy newspaper leaders still enjoy the highest trust among British readers, even as digital and audio formats gain traction. Media organisations that blend traditional credibility with innovative distribution are best positioned to capture a fragmented audience and sustain revenue in a rapidly evolving market.

Frequently Asked Questions

How many people participated in the News Leader Survey UK?

The 2024 survey interviewed 1,500 adults aged 18 and over, selected through a stratified random sample that reflects the UK population's age, gender, region, and socioeconomic profile.

Which news outlet received the highest trust score?

The Guardian achieved the highest average trust score at 8.2 out of 10, followed closely by The Times (7.9) and BBC News (7.7).

What format is growing fastest among younger readers?

News podcasts are the fastest‑growing format, with 55% of respondents aged 18‑34 listening to at least one news podcast each week, a jump from 38% in 2022.

Are print newspapers still popular with older adults?

Yes. Seventy‑one percent of respondents aged 55+ said print newspapers remain their primary news source, the highest share among all age groups.

Where can I find the full survey results?

The full 2024 News Leader Survey UK report, including raw data and methodology, is downloadable from ABC Research’s website at www.abcresearch.co.uk/news-leader-survey-uk-2024.