From Clickbait to Curiosity: Why Audiences Are Abandoning Legacy News in Record Numbers
By the Editors of Can’t Be Censored
TORONTO – June 26, 2025
A new wave of data released this month by the Reuters Institute confirms what many in the media world already suspected: traditional news outlets are losing their grip — fast. According to the 2025 Digital News Report, trust in mainstream journalism has dropped to 29% in Canada, while independent platforms, long-form podcasts, and creator-driven media continue to grow.
It’s a shift that’s been quietly building, but now it’s measurable — and dramatic.
The report points to a growing audience fatigue with sensationalism, partisanship, and the 24-hour outrage cycle. Clickbait headlines may still pull traffic, but they’re no longer building loyalty. Instead, viewers and listeners are flocking to content that values depth over heat — a major reversal from the social media-fueled peak of viral news.
This comes as several traditional outlets in Canada have faced layoffs, restructuring, or complete shutdowns. CBC announced further budget shortfalls this spring. BuzzFeed News, Vice Media, and countless local papers across North America have either downsized or disappeared entirely.
Meanwhile, platforms like YouTube, Substack, Rumble, and Patreon are seeing creators — many of them ex-journalists — build direct relationships with audiences willing to pay for honesty, nuance, and unfiltered conversation.
This trend isn’t confined to politics. Audiences are embracing long-form interviews, deep-dive explainers, and even independent investigative reporting that isn’t tied to corporate advertisers or government funding. Top podcasts now routinely outperform prime-time cable news in both reach and engagement.
Analysts say this marks a transition from information as performance to information as exploration — a return to curiosity in a climate dominated by certainty and spin.
For creators, the opportunity is enormous. For legacy institutions, the warning is clear: adapt or become irrelevant.
Thoughtful media isn’t niche anymore. It’s the future — and it’s already here.
