Our new research study into youth news engagement in Ireland has found that 16 to 29-year-olds view Irish news brands as their most trusted sources in a complex media landscape.
The study found that eighty percent of young people engage with an Irish news brand every week, and in an era of rampant social media misinformation, the majority turn first to Irish news brands to check the accuracy of stories they encounter on social media.
The study was conducted independently by the research agency Colourtext. A nationally representative sample of 2,000 young people aged 16–29 across the Republic of Ireland took part. Fieldwork ran online between 21 May and 5 July 2025, with quotas for age and gender to ensure accuracy.
“This study confirms that Irish news brands are not just informing young people – they are guiding them through the maze of online misinformation. Young audiences trust and rely on professional journalism to verify stories, make sense of current events, and participate meaningfully in society. That trust is invaluable, both for public discourse and for the influence news brands have on consumer behaviour.”
— Ann Marie Lenihan, CEO, NewsBrands Ireland
Key Findings
Trust & Verification Lead the Way
- News brands are the go-to for verification. While 78% are concerned about fake news online, a majority (57%) would turn first to established news brands online or in print to verify a story they saw there.
- 87% rate established news brands as trustworthy.
- Newspaper websites (71%), printed newspapers (70%), and TV news broadcasts (68%) are the most trusted platforms.
Engagement: News Is Part of Everyday Life
- 80% engage with Irish news brands at least weekly, rising to 95% over a month.
- 8 out of 10 (81%) in the survey could spontaneously name a major current news story, and 94% were aware of at least one real news headline from an Irish news brand when prompted.
News Drives Action and Conversation
- Journalism is seen as vital. A clear majority (61%) agree that journalism is important in today’s society, and 83% see investigative journalism that uncovers hidden issues as valuable.
- 73% discuss news with friends and family weekly.
- Exposure to news prompts real-world actions: 24% research a topic further, 19% sign petitions, 17% vote in elections.
Advertising & Commerce Connection
- 80% take retail-related actions after seeing content including reviews and advertisements on news brand platforms.
- 53% are more likely to recommend products positively reviewed in news publications.
- 47% feel advertising in news brands enhances perception of product quality.
Diverse Interests, Diverse Needs
This research busts the myth that young people are a homogenous group interested only in soft news. They have a wide range of interests and turn to journalism for a variety of personal and social needs.
- The top motivation for following news is staying updated on current events (60%). The most popular news topics for discussion are International News (33%) and Politics (31%), and the most-clicked story in the survey was about civilian deaths in Gaza. As they move through their twenties, interests broaden into topics like national news, technology, and health and medicine.
- For in-depth analysis and facts: A desire to seek out intriguing topics (59%) and verify facts (59%) are key drivers. Over half (58%) actively seek out in-depth articles beyond the headlines.
- For passion points and entertainment: Sport is the most popular news category (31%), rising to 46% amongst young men.
