Digital News and the Next Generation: From Global Debate to Irish Opportunity
At this year’s Cannes Lions, CNN’s James Hunt led one of the most talked-about discussions on the future of news and advertising. Despite widespread support for trusted journalism, global ad spend in news has fallen by 33% since 2019, according to WARC, even as data shows that advertising in credible news environments drives stronger results than other media categories.
The conversation at Cannes highlighted a growing disconnect between intent and investment. As Hunt noted, quality journalism cannot survive on sentiment alone, it requires active support from advertisers who value its trust and influence.
New Irish research now shows why that support matters. The News for the Next Generation study from NewsBrands Ireland and Colourtext found that 80% of 16–29-year-olds engage with at least one Irish news brand weekly, and 87% rate those brands as trustworthy. Crucially, young people are not avoiding news, they are accessing it through news brand accounts on social media, using them as trusted sources within their digital feeds. Over half said they turn first to a news brand to verify something they have seen online.
What this means for Irish publishers
This hybrid habit, discovering news on social media and validating it through trusted news outlets, shows that Irish publishers already have a strong foothold with young digital audiences. The opportunity lies in evolving these connections through mobile-first content, interactive storytelling and continued innovation across social media channels.
What this means for advertisers in Ireland
For advertisers, the opportunity lies in investing more within credible, trusted news environments. While social media is where younger audiences often encounter news, they still turn to established news sources to verify information. This demonstrates that trust still belongs to the publisher. Advertising with credible publishers allows brands to reach engaged digital audiences in safe, verified environments where their messages carry greater impact through association.
As the global industry debates how to sustain journalism, Irish data offers a clear direction: the future of news is digital, trusted, and already part of young people’s daily lives.
Sources:
https://www.warc.com/newsandopinion/opinion/cracking-the-code-for-news/7092
