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A research study exploring the rise of News Creators, their approach to informing audiences and their financial sustainability.

The rise of creators covering the news on video, social and audio platforms is reshaping how people get information. Despite their influence, this group is often misunderstood or stigmatised by those working in the news industry. This report aims to shine a light on the work of News Creators, their approach to producing reliable information and document their path to financial sustainability.

The report draws on interviews with over 15 creators across formats and regions. It is also informed by more than 25 Advisory Board experts and synthesises academic research, platform standards and real-world creator practices.

 

In this report, you will find:

  • A clear segmentation of News Creators
    Three primary roles (Investigator, Explainer, Commentator) to describe how creators contribute to the information ecosystem, with examples and fluidity between roles..
  • Information Credibility Guidelines
    Co-created with creators and experts around three plain-English principles: Accuracy, Integrity and Transparency, plus practical checklists for video, audio and text content production.
  • The News Creator Diagnostic (30+ questions)
    Information on the self-assessment tool that we have built to help News Creators understand their performance across Product & Audience, Monetisation, Foundations and Financial Resilience.
  • 11 themes shaping the News Creator landscape
    From platform dynamics and AI to recognition, objectivity and burnout (see pages 43–57).
  • Six actionable recommendations
    Training, recognition, platform tooling, structured support, funding pathways, and localised help for high-risk markets.

Who should read this report?

  • News creators seeking practical information guidelines and a roadmap to build resilient operations.
  • Platforms & product teams designing features that surface responsible reporting and enable better disclosure, sourcing and corrections.
  • Funders, accelerators & support organisations looking to back credible voices with tools, grants and programmes that support responsible News Creators. 
  • News organisations exploring partnerships with News Creators or looking to elevate their own newsroom talent.
 
 
 

Global News Gaps Project

The News Creators Project is the initial research phase of the Global News Gaps Project, led by the Google News Initiative and supported by WAN-IFRA as the primary industry association partner.

As a part of that initiative, 300 digital natives and news creators who provide quality journalism on underserved topics and communities will be eligible to receive a number of benefits, including 2 years of WAN-IFRA membership. The application deadline has been extended to August 28th.

The research from the News Creators Project will inform how news creators are mapped in Project Oasis, and the diagnostic the project created, Business Strategy for News Creators, will be available for free on the News Sustainability Project website. All 300 selected emerging voices will also receive free consultations from FT Strategies.