International news has taken on heightened importance for audiences in the Middle East, with eight in ten consumers in the region saying it matters more than ever, according to new research commissioned by CNN International Commercial.
The findings come from a global study conducted by independent research firm Differentology, which surveyed 2,400 international news consumers across 20 markets, including Europe, the United States, Africa, the Middle East, Latin America, and Asia-Pacific. The research examined how audiences navigate an increasingly complex and polarized media environment, their reliance on international news, and evolving news consumption habits.
Globally, seven in ten respondents said international news is more important than ever, but the sentiment was stronger in the Middle East, placing the region among the most engaged audiences surveyed.
Commenting on the findings, Jo Tenzer, Director of Audience Insights at CNN International Commercial, said: “This study paints a picture of consumers saying that international news matters as they look for trusted sources in a world of endless content and rising misinformation. As people navigate social media, short form and instant content, they are still seeking credibility and context. That’s why CNN stands out in this study as the most trusted and reliable international news brand, giving people the clarity and depth they need to truly understand the world.”
The study found that social media continues to play a major role in news discovery in the Middle East. One-third (33%) of consumers in the region cited social media as their preferred source of information, compared with 28% globally. At the same time, 67% of respondents said they actively seek user-generated content (UGC) from international news organisations on social platforms, highlighting the continued relevance of trusted global news brands.
UGC produced by global news organisations was seen as significantly more credible than content from non-news professionals such as influencers or citizen journalists. Middle East respondents rated such content as twice as credible, compared with 2.5 times globally, reflecting a tension between the speed of social media and the credibility of professional journalism.
Concerns around misinformation are also shaping news consumption. Six in ten people globally said they are worried about the credibility of information sources, driving increased demand for platforms that verify facts, provide context, and offer in-depth coverage of global events.
Against this backdrop, CNN emerged as a leading source of trust. While only 40% of consumers globally say they trust the news overall, the study found CNN to be the top-ranked international news brand for trust, reliability, and breaking news.
The research also highlighted CNN’s influence in the Middle East. According to the findings, 95% of consumers in the region believe CNN motivates them to take action and influences their decisions, compared with a global average of 75%. Additionally, 74% said CNN influences decisions related to travel, finances, purchases, or commerce—well above the global average of 53%.
The study noted that CNN’s impact extends to younger, digital-first audiences who value authenticity, interaction, and reliable information, making the network a strong platform for brands seeking engaged viewers.
From an advertising perspective, CNN was also seen as offering a safe and premium environment. Eighty percent of brands globally that advertise on CNN reported building meaningful brand trust, while 82% of Middle East respondents said CNN content enhances the credibility of brands that advertise on the network.
The findings underscore the growing importance of trusted international journalism in an era marked by information overload, misinformation, and rapidly changing media habits.
