This article appeared in the Admonsters. Read it in full here.
Just when we thought consumers still trusted traditional news sources, Resonate’s latest report has us rethinking everything. About four years ago, an IAB study showed that 84% of consumers trust brands they saw in the news. We explored brand safety and suitability at Publisher Forum Boston, but the data I’m about to drop just might shift your perspective entirely.
No matter who wins in November, consumers aren’t expecting much change. The Resonate AI Data Engine has provided fresh insights into consumers’ current thoughts, motivations, and behaviors—and the findings are eye-opening. A staggering 85% of consumers surveyed believe that fixing the economy will take seven months, if it recovers at all.
With about 50% of Americans expressing concern about poor leadership in the US government, it’s no surprise that trust in YouTube is surpassing The New York TImes, NPR, and The Washington Post. Video is quick, engaging and more accesible than ever. With more news outlets uploading content to YouTube it’s become a seamless experience for consumers. I mean, I even watched the DNC on YouTube instead of reading about it. This shift certainly poses a serious threat to news outlets we once held in high regard.
The reality is that traditional news is far from safe, and news publishers need to get their ish together. According to Resonate’s Fall 2024 Consumer Insights report, trust in news sources across Americans is down bad.
YouTube has always been powerful for long-form video content, and with the rise of YouTube Shorts, it’s becoming just as dominant in the short-form space. Traditional news publishers, it’s time to really rethink your video strategies; it’s sink or swim in 2024.
