CNN International Commercial has released findings from a new global research study showing that audiences across the world are placing greater value on international news amid rising misinformation and an increasingly polarized media environment.
The study, conducted by independent research firm Differentology, surveyed 2,400 international news consumers across 20 markets in Europe, the U.S., Africa, the Middle East, Latin America and Asia-Pacific. It assessed how people navigate today’s complex information landscape and the role that trusted global news brands play in their daily lives.
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.”
According to the findings, 7 in 10 respondents believe international news is more important now than at any time before. While local media remains influential, global news organizations are perceived as more credible and better equipped to provide detailed analysis.
Social media continues to play a major role in news consumption, with 28% naming it as their primary source of information. Meanwhile, 62% actively seek user-generated content (UGC) published by international news outlets. The study also shows that UGC from professional news organizations is considered 2.5 times more credible than similar content from influencers or citizen journalists.
Concerns over misinformation remain high, with 6 in 10 respondents worried about the credibility of online information and turning to established media brands for verification, context and deeper reporting.
In this landscape, CNN is identified as the most trusted international news source, particularly for reliability and breaking news. The report notes that only 40% of people say they trust the news overall, underscoring the value placed on established global outlets.
The study also highlights CNN’s influence on audience behaviour. According to the findings, 85% of consumers say CNN motivates them to take action or shapes their decisions, while 53% report that the network influences choices related to travel, finance, shopping or commerce.
CNN’s environment is also seen as a premium space for advertisers. The research shows that 80% of brands that advertise on CNN build meaningful trust with audiences, and 71% of consumers feel CNN content enhances the credibility of the brands associated with it.
