Media landscape shifts as influencer influence meets consumer skepticism

The media and advertising landscape is undergoing a significant reordering as audiences migrate from traditional institutions to individual content creators. Data indicates that 46% of people now obtain news from creators, with 27% specifically turning to “news influencers”. This shift is reflected in advertising spending, with social media advertising expenditure in Europe reaching €35.5 billion in 2025. In the UK, YouTube has overtaken the BBC in audience share.

However, a growing trend of skepticism is emerging among consumers. Research from TBWA’s cultural intelligence unit, Backslash, reveals that 62% of surveyed individuals find being “hard to influence” more aspirational than being an influencer. This “taste paranoia” stems from a suspicion of algorithmic recommendations and manufactured virality; 75% of respondents assume viral content is either brand-engineered or boosted by fake engagement. Consequently, consumers are increasingly prioritizing distinct personal taste and concentrated credibility over mass popularity.