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A Syracuse University study finds 60% of Americans trust independent news creators as much as professional journalists on political topics, collapsing the distinction brands have used to justify traditional media partnerships over creator deals.

Six in 10 Americans say they trust a well-known independent news creator as much as a well-known professional journalist on political topics, according to the first Flash Report from Syracuse University's Center for the Creator Economy, published in October 2026. That figure rises to 61.4% when comparing a creator to a major news organization.

The finding matters because social teams have long justified partnerships with traditional media outlets using a credibility argument that audiences no longer buy. If a well-known creator carries the same trust as an established news brand, the entire rationale for prioritising earned media over creator partnerships collapses.

The survey also shows social media has overtaken television and news sites as the primary source Americans turn to for political news. More broadly, 59.1% of respondents said they get general news from social media often or always, and 54.8% said the same of political information specifically.

S. adults recruited through Prolific and fielded on September 26, 2026.

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