It’s been a long time since Americans shared a single news experience. Over the last few years, however, the fracturing of the media landscape has accelerated, creating a world where millions navigate their own path across a myriad of digital platforms and algorithms.

For organizations trying to break through, the challenge isn’t just crafting a compelling message; it’s earning trust and relevance in a media landscape where attention is widely dispersed and momentary at best.

During the recent event we hosted with the Syracuse University Institute for Democracy, Journalism & Citizenship (IDJC), Pew Research Center’s Kirsten Eddy shared recent data on the shifting media landscape. She joined Univision’s María Molina, the IDJC’s Margaret Talev and our own Frances Cox to discuss what these trends mean for organizations and journalists. Here are the key takeaways.

Digital Is Dominant, but It’s Not a Monolith

Nearly 60% of Americans now get their news primarily through digital devices, according to Pew Research Center. But this digital landscape is extremely dispersed — 27% of U.S. adults say they get their news often from websites and apps, 21% from social media and 19% from search engines. Smaller shares turn to podcasts (10%), email newsletters (6%) and AI chatbots (2% — for now).

While traditional channels like TV, radio and print still matter, their central role is a distant memory. Recent shifts are as much behavioral as technological, reflecting changing habits in how people seek out and consume news.

Every platform offers a different news experience, appealing to different demographics for different reasons. For example, women are more likely to regularly get news from Facebook, Instagram and TikTok, while men gravitate toward YouTube, X (formerly Twitter) and Reddit.

The data shows that platforms serve different purposes, too. X and Truth Social, despite having relatively small overall audiences, stand out as platforms where users actively seek news — 57% of X users and 55% of Truth Social users get news there. TikTok is also emerging as a major news hub, with 55% of its users now getting news on the platform, up from just 22% in 2020.

Takeaway: Tailor content to each platform. Each channel has its own logic. Respect the norms of each space, and design content accordingly.

Attention Is Fleeting, So Get to the Point

 As evidenced above, meeting audiences where they are means adapting your message to each platform — but it also means understanding how people encounter news on those platforms.

Pew Research Center has found that outside of X, most social users aren’t logging on with the intention of seeking news at all. Instead, their exposure is largely incidental through opinion or humor-driven content. It’s an environment where information competes with entertainment.

The challenge for organizations is breaking through without compromising authenticity or resorting to off-brand clickbait. The solution starts with clarity and putting the bottom line upfront. The most effective posts do not bury the lead. In fact, the lead is often the whole story!

If your message doesn’t land in the first two sentences of a blog post — or within the first 13 seconds of a video — it may not land at all.

Takeaway: Be authentic and declutter your message. Use a voice that’s true to your brand and that’s clear and direct. Make your key points up front and ensure they are unmistakable. Create visuals, simplify where possible and use data, but make it digestible.

Become the Source to Drive Your Narrative

A clear, concise message may be your best bet to break through, but if you wait until a moment of confusion or controversy to start sharing it, you will be left to flounder as counter-narratives race ahead.

Organizations must tell their story early and consistently — that has always been true, but now it is imperative. The most effective way to stay ahead is to become the source: communicate regularly, anticipate questions and keep your message easy to find.

While people increasingly use social media to discover information, they often verify it through trusted sources. That’s where your owned channels matter. They can serve as the anchor of truth when audiences seek confirmation of what they’ve seen elsewhere.

Takeaway: Become the source. Get ahead of misinformation by becoming the source through owned channels early and often.