Despite widespread distrust in traditional media, most Americans still rely on it while support for independent journalism grows amid low awareness of new platforms.
BOSTON & CHICAGO – November 5, 2025 – As the U.S. media landscape continues to evolve, a new nationwide consumer survey from Tier One Partners reveals a telling paradox: Americans are frustrated with traditional media, curious about independent journalism, yet unsure where to turn for news they can trust.
In the independent study of 2,000 U.S. adults, nearly two-thirds of respondents (63%) say they have lost faith in traditional media. And yet, in a striking contradiction, almost the same number (64%) continue to favor those legacy outlets because they still believe they’re trustworthy. This push-pull relationship reflects a news environment in flux, where the desire for change is real, but the path forward remains unclear to American consumers.
While support for independent journalism is strong — with four in five respondents (80%) saying it’s important that non-traditional, reader-funded journalism exists — barriers to broader adoption remain. Almost half of respondents say they don’t find independent journalism trustworthy and many respondents aren’t familiar with the platforms leading the independent movement. More than two in five (42%) have never heard of Patreon, and nearly half (46%) are likewise unfamiliar with Substack. Recognition of newer platforms like Ghost and Beehiiv is even lower.
“Americans want something better when it comes to trusted news sources, but they don’t necessarily know where to find it,” said Kathy Wilson, co-founder and managing partner of Tier One. “This data reveals a public that’s skeptical of traditional news, intrigued by new models, but still navigating where trust really lives in the modern media ecosystem.”
Additional Survey Details
Legacy Media Still Leads the Pack
Digging deeper into the findings, the survey uncovered several key trends shaping how Americans consume and perceive the news — revealing not only what sources they rely on, but how trust, curiosity, and confusion are coexisting in today’s media habits. Despite these shifts, traditional sources continue to dominate the news habits of many Americans. Local news stations and newspapers remain a cornerstone, cited by 55% as a go-to source, followed closely by broadcast news (54%). However, social media now matches them in reach. Exactly half of respondents say it’s one of their primary news sources.
News Trust Varies Widely by Age and Income
Generational and demographic differences also reveal fault lines in how news is consumed and trusted. Younger adults, higher earners, and those with college degrees are significantly more likely to be familiar with independent journalism. Meanwhile, older Americans continue to lean more heavily on cable, print, and local outlets.
Curiosity Meets Caution With New Media
But even among those exploring newer media models, uncertainty remains. Among those who are subscribers of or very familiar with platforms like Patreon, Substack, Ghost, or Beehiiv, a vast majority (87%) believe these outlets are the best places to find in-depth or investigative reporting. Yet four in five (79%) of that same group say they still prefer traditional news overall.
The challenge may not be one of content, but of communication. With 66% of respondents saying they often ignore or delete news emails and newsletters due to overflowing inboxes, reaching readers is increasingly difficult.
Independent Journalism Poised for Growth
Still, there is optimism in the numbers. Seven in ten respondents believe independent journalists are more trustworthy because they answer only to their readers. And nearly three in five (60%) consider themselves a “news hound,” consuming stories across both traditional and non-traditional channels.
As news organizations, platforms, and publishers navigate this shifting terrain, the opportunity is clear: build trust, reduce noise, and meet audiences where they are — without sacrificing substance.
“This is a defining moment for the future of journalism,” said Marian Hughes, co-founder and managing partner, Tier One Partners. “Consumers are open to new voices and new models. But those models have to earn attention and trust, not just offer an alternative. Independent journalism has the momentum, it now needs the message.”
Methodology
This survey was conducted online by Regina Corso Consulting between August 5–7, 2025, among 2,000 U.S. adults age 18 and older. The sample was weighted to reflect U.S. Census data across age, gender, region, education, and household income. Percentages may not total 100% due to rounding or multiple responses.