Scandinavians are sticking with trustworthy news sources

The virtues and vices of news consumption are often the subject of passionate debate – and so it should be. After all, news is essential to the functioning of society, but transparency and accountability are often at risk in a fast-paced digital world. The dissemination of fake news through social media is just one example, but there are other concerns too. For example, AI technology can imitate speech and facial expressions and can be used to make any person seem to say anything you want, and nobody will know if it is genuine. So, what – or who – can we trust?

In this year’s survey, Scandinavian consumers are not showing any significant changes in preferences when it comes to news consumption. This in itself is newsworthy in today’s vibrant digital news ecosystem. TV is still the number one source of news for Scandinavian consumers (61 per cent say that TV news is among their top three ways to stay updated), closely followed by news websites or apps, radio and social media. Even print versions of newspapers and magazines seem to have reached a stable level, with 18 per cent of Scandinavian consumers enjoying this traditional method of news consumption, the same as in 2022.

Figure 1. Preferred ways to stay updated on news and current events
_{Please rank the top 3 ways in which you stay updated on news or current events (The figure shows the respondents who chose the channel as their 1st, 2nd or 3rd priority)}

_{Base: All adults 18-75. Base size: 2022 (n=2,003) 2023 (n=2,013).
Note: Multiple choice question.}

Breaking down the numbers per country – and looking only at first priorities – some differences do appear. Most notably, we see that news websites or apps are now the preferred way to stay updated among Norwegian consumers, while TV news continues to hold first place in Sweden and Denmark.

Figure 2. Preferred ways to stay updated on news and current events: Country
_{Please rank the top 3 ways in which you stay updated on news or current events (The figure shows the respondents’ first priority)}

_{Base: All adults 18-75. Base size: Norway, 2023 (n=500) Sweden, 2023 (n=964) Denmark, 2023 (n=549).
Note: Multiple choice question.}

Preferences also differ significantly with age. Overall, young people are more likely to get their news from social media, middle-aged consumers are more likely to prefer news websites or news apps, and older people typically prefer TV news. In our 2023 survey, we also included responses from young people aged 16-17, the new generation of media consumers. Social media plays a huge role in providing young audiences with various forms of news content. 34 per cent of respondents aged 16-17 prefer to stay updated on news and current events via social media, while just 16 per cent prefer news websites or apps, 11 per cent TV news, and only 3 per cent radio news.

Figure 3. Preferred ways to stay updated on news and current events: Age
_{Please rank the top 3 ways in which you stay updated on news or current events (The figure shows the respondents’ first priority)}

_{Base: All adults 16-75. Base size: 16-17, 2023 (n=55) 18-24, 2023 (n=242) 25-34, 2023 (n=412) 35-44, 2023 (n=338) 45-54, 2023 (n=384) 55-64, 2023 (n=330) 65-75, 2023 (n=344).
Note: Multiple choice question.}

Social media blurs the borders

Although most Scandinavians currently appear to be traditionalists when it comes to news consumption, major changes may occur in the future as consumers try to keep updated in an ever-changing world. In particular, the distinction between what is actual news reporting and what is user-generated content may become increasingly blurred, if not sometimes disappearing completely.

Young Scandinavians are already leveraging user-generated content formats on social media to connect with like-minded creators. The intricacies of this social interaction are not yet fully understood, but outside Scandinavia regulators are taking a proactive stance. In March 2023, for example, the White House held a briefing for top social media content creators on the crisis in Ukraine to provide them with factual and timely information to share with their audiences.¹This was clearly a sign of how influential creators can be for the flow of information, especially in a politically charged crisis.

Of course, all this would not be possible without the major social media platforms that are constantly fighting for their users’ attention with a wide array of content formats.

Facebook is still the number one preferred social media platform to stay updated on news and current events for Scandinavians. However, many users are looking for alternatives, and there has been a 5 percentage points fall in those using Facebook as their preferred social media platform to stay updated on news and current events. X, formerly known as Twitter, has also been affected. In 2022, 15 per cent of Scandinavian consumers regarded Twitter as one of their favourite social media platforms for news updates, but the number has dropped to 13 per cent in 2023.

Instagram, YouTube and TikTok, on the other hand, are still attracting audiences; and even the long-established platform LinkedIn is becoming increasingly popular for news consumption.

Figure 4. Preferred social media platforms to stay updated on news and current events
_{Which social media platforms are your most preferred to stay updated on news or current events?}

_{Base: All adults 18-75 who answered that social media is one of the three most preferred methods to stay updated on news or current events. Base size: 2022 (n=631) 2023 (n=612).
Note: Multiple choice question (up to three).}

TikTok is especially successful in attracting the youngest audience and seems to have found a loyal fan base with its endless feed of short-format content.

Figure 5. Preferred social media platforms to stay updated on news and current events: Age
_{Which social media platforms are your most preferred to stay updated on news or current events?}

_{Base: All adults 18-75 who answered that social media is one of the three most preferred methods to stay updated on news or current events. Base size: 18-24, 2023 (n=122) 25-34, 2023 (n=187) 35-44, 2023 (n=100) 45-54, 2023 (n=96) 55-64, 2023 (n=55) 65-75, 2023 (n=52).
Note: Multiple choice question (up to three).}

Fake news is still a concern

Some people say that controversial debate can squeeze the fun out of social media, but so too can false stories that appear to be news, often spread with the intent of influencing readers’ political beliefs or world views.

Today, fake news can originate from any number of sources and is typically shared across many different platforms in a matter of minutes. 36 per cent of all Scandinavian consumers say that they are subjected to fake news on social media more often than they were 12 months ago, including doctored videos, altered photos, untrue articles, misinformation and content with misleading captions.

However, it is also noticeable that 22 per cent of consumers say that they do not know whether they are seeing fake news on social media more often than they were 12 months ago. This number may indicate that many Scandinavians simply do not pay attention to, or are not able to identify, fake news. This could be a concern in a world where transparency and accountability should be the guiding principles for news delivery.

Figure 6. Subjected to fake news
_{This question is about information that is presented to be true on social media, but is subsequently proven to be fake. For example, a doctored video, altered photo, untrue articles, misinformation, or content with misleading captions. These days, would you say you are seeing this type of information more or less regularly than you were 12 months ago or are you seeing it with the same level of regularity?}

_{Base: All adults 18-75 who use social media. Base size: 2023 (n=3,574).}


Young audiences in particular are subjected to fake news given that they are typically heavy users of social media and also consume large amounts of short video formats in which fake news can be easily disseminated globally. 40 per cent of digital consumers aged 18-24 say they see fake news more regularly than 12 months ago (or have become better at recognising fake news when they see it). This is the highest percentage among all age groups.

Figure 7. Subjected to fake news: Age
_{This question is about information that is presented to be true on social media, but is subsequently proven to be fake. For example, a doctored video, altered photo, untrue articles, misinformation, or content with misleading captions. These days, would you say you are seeing this type of information more or less regularly than you were 12 months ago or are you seeing it with the same level of regularity? (The figure shows the respondents who chose “More regularly now” or “A little more regularly now”)}

_{Base: All adults 16-75. Base size: 16-17, 2023 (n=131) 18-24, 2023 (n=473) 25-34, 2023 (n=790) 35-44, 2023 (n=712) 45-54, 2023 (n=760) 55-64, 2023 (n=689) 65-75, 2023 (n=645).}


Increasing access to sophisticated tools that employ machine learning, automated software bots and natural language generation makes it easier for people with limited technical skills to create and spread manipulated information at scale. Nation states, organised crime groups, companies and even just ordinary people can use such tools to promote a malicious agenda, gain a competitive advantage, or simply create damage or troll people. What is alarming is not only how easy it is to create and disseminate misinformation, but also the difficulty in determining its authenticity and stopping it from spreading. In 2023, it seems that falsehoods continue to travel faster than truth. Hopefully, one day that will change.

An ever-changing news landscape

News is a vital part of any society, and Scandinavian consumers seem to maintain a large appetite for staying updated through a combination of online and offline sources.

Many traditional media companies are reaching the limits of their growth potential in consumer numbers, but so too are many social media platforms. Furthermore, there is increasing momentum among regulators to strengthen accountability and transparency in news distribution, implying further disruption to the business models of companies that seek to capture consumers’ attention.

In the coming years, the pressure to gain a competitive advantage through an innovative business model will be immense, but traditional news corporations and national broadcasters might also use this as a strategic opportunity to strengthen their position as a trusted source of news.²

Fake news is unlikely to disappear overnight, but developments could take us in a better direction. New technology could allow news consumers to reset and influence the algorithms or data used to generate their news feeds. Proof of origin could provide readers with an audit trail for news articles, giving insights into their sources and editing. A digital watermark or equivalent could also be used to flag or label content created using Generative AI.³Tech platforms and national broadcasters could even remind consumers to pause and assess the online news they read and share – and programmes in both secondary and higher teaching establishments could educate a new generation of news consumers on media literacy.

Generation Z is the first generation to grow up with smartphones, social media and always-on access to the internet. For media and entertainment companies hoping to lead the way into a rapidly unfolding future, it may be crucial to understand how these young people fulfil their needs by moving between media, how they respond and act in a world that blends physical and digital domains, and how they are seeking more immersive, social and valuable digital experiences, including when it comes to consuming news.

What is certain is that digital media can transport us to new places, allow us to forge bonds with people from across the world, and help us feel part of something larger than ourselves. We can tap into creators, advisors, communities, social movements, political allies and other news sources with just a click or a swipe. For many Scandinavian consumers, these digital places are a very real part of their lives – taking up several hours of their time each day.

_{¹ https://www.cbsnews.com/news/ukraine-russia-tiktok-white-house/
² https://www.bbc.co.uk/beyondfakenews/trusted-news-initiative/
³ https://www.technologyreview.com/2023/08/29/1078620/google-deepmind-has-launched-a-watermarking-tool-for-ai-generated-images/}