Key Takeaways
- Trust in news among New Zealanders edged up from 32 % in 2025 to 37 % in the latest survey, moving just below the global average of 40 %.
- Half of respondents now trust the news they personally consume, up from 45 % two years earlier.
- The New Zealand Herald rose to become the most‑used weekly news source (52 %), overtaking Stuff, TVNZ, RNZ and ThreeNews.
- Online news sites and apps are the primary news channel for 38 % of the population, while television and social‑media/video platforms each account for roughly one‑fifth.
- Despite growing trust, news avoidance has climbed sharply—78 % of respondents say they avoid the news to some degree, a five‑point increase.
- Concerns remain about editorial independence: 43 % fear interference by media owners, and 46 % are very or extremely worried about politicians disparaging the press.
- A strong preference for professionally produced journalism persists, with many respondents citing distrust of AI‑generated or influencer content and valuing the accountability of traditional news outlets.
Trust in News Shows a Modest Rise
New Zealanders’ overall trust in news improved slightly, with the proportion who say they trust news “most of the time” climbing from 32 % in 2025 to 37 % in the current year. This figure now sits just under the international average of 40 %, indicating that while confidence is growing, there remains a substantial gap to close. The authors of the AUT survey attribute the uptick to heightened public awareness of misinformation circulating on social media, which has prompted many to seek verified facts from established news organisations.
Personal News Consumption Gains Credibility
When asked about the news they themselves consume, 50 % of respondents expressed trust—up from 45 % two years earlier. This shift suggests that individuals are becoming more discerning about the sources they rely on, perhaps favouring outlets they perceive as transparent and accountable. The increase aligns with broader trends where audiences actively curate their media diets to avoid dubious or sensationalised content.
Ranking of News Brands Highlights the Herald’s Ascendancy
All surveyed news brands recorded higher individual trust scores, but the ranking reveals a clear leader: the New Zealand Herald. In the latest poll, 52 % of respondents reported using the Herald in the past week, placing it ahead of Stuff (51 %), TVNZ (50 %), RNZ (35 %) and ThreeNews (21 %). Remarkably, the Herald has climbed from fourth position two years ago to the top spot, signalling a resurgence in its audience reach and perceived reliability. ThreeNews, by contrast, has seen its usage more than halve since 2024.
Digital Platforms Dominate News Access
Online news sites and applications emerged as the main source of news for 38 % of New Zealanders, outpacing traditional television (20 %) and social‑media/video networks (19 %). This pattern underscores the continued migration toward digital consumption, where immediacy and accessibility drive Choice. Nevertheless, a notable segment still relies on broadcast and social channels, indicating a fragmented media landscape that organisations must navigate strategically.
Subscription Trends Show a Mixed Picture
The Herald also topped the list of subscription‑based news brands, although its subscriber share slipped from 22 % in 2025 to 18 % this year. This dip contrasts with NZME’s financial reporting, which recorded a 3 % rise in digital subscription revenue and a 10 % increase in digital subscriber numbers (now 166,000). The disparity suggests that while overall revenue and subscriber counts are growing, the proportion of the population paying for Herald content may be stabilising or slightly declining, possibly due to competitive free alternatives or shifting payment habits.
News Avoidance Rises Sharply
Despite modest trust gains, the survey flagged a significant increase in news avoidance: 78 % of respondents said they avoid the news “to some degree (sometimes/occasionally/often),” up five percentage points from the previous measure. Avoidance is often linked to feelings of overwhelm, distrust, or the perceived negativity of news coverage. The authors warn that high avoidance levels could undermine democratic engagement, even as some citizens turn to news for verification amid misinformation.
Concerns About Editorial Independence Persist
A substantial 43 % of participants believe that interference by media owners, boards, or managers would erode their trust in news outlets. Moreover, 27 % indicated they would consider cancelling subscriptions if such interference occurred. Politically, 46 % expressed being “extremely or very concerned” about politicians publicly discrediting the press. These findings highlight that trust is fragile and closely tied to perceptions of autonomy from commercial and political pressures.
Public Favors Professional, Accountable Journalism
Many respondents voiced a clear preference for journalism that adheres to high standards of accuracy, transparency, and accountability. Verbatim comments praised traditional news for being “run by professionals,” subject to legal repercussions for defamation, and reliant on verifiable details—qualities they contrasted with AI‑generated or influencer content. About 60 % said they were uncomfortable with news produced mainly by AI (even with human oversight), a figure notably higher than comparable sentiment in the US (53 %) and Europe (46 %). This skepticism toward automated content reinforces the value placed on human editorial judgment.
Industry Response and Path Forward
News organisations have begun addressing trust deficits by clearly separating news from opinion and emphasizing editorial independence. NZME editor‑in‑chief Murray Kirkness welcomed the Herald’s rise to the top of the weekly usage rankings, citing growing subscriber bases and audience confidence as evidence that quality journalism resonates. He affirmed that improving trust remains a priority, promising continued broad coverage across digital, print, and radio platforms. Veteran journalist Shayne Currie echoed this sentiment, stressing that upholding ethical standards and resisting external interference are essential for rebuilding and sustaining public trust in the media landscape.