'Creator Journalism:' Better Label, Shine For News Consumers?

“This creator journalism is not a sideshow. It is fast becoming the show,” said Deborah Turness, who resigned from her position as CEO of BBC News in 2025. “If we have been wondering for years what would eventually replace the broadcast news mass media model, we are seeing the answer now.”

The term “creator journalism” may seem daunting. Do viewers and possibly advertisers supporting such content have reason for heightened concern? A comfort zone still remains.

For a while now, around 60% of U.S. consumers have regularly received some of their news content from social media from named and unnamed providers that can post “journalistic”-looking content, which can sway and influence their views.

At the same time, increasingly, consumers are increasingly honing in on news personalities who have been on traditional newscasts:

Deborah Turness, who resigned from her position as CEO of BBC News last year, said the list includes former Fox News Channel anchor Tucker Carlson (5.6 million subscribers on YouTube), Megyn Kelly (also ex-Fox News) with 4.2 million and Mehdi Hasan (MSNBC) with 1.95 million.