Britain’s Media Dilemma: Who Do People Trust and Why?

Public trust in UK television news is at a crossroads. While traditional broadcasters such as the BBC and ITV remain dominant, alternative platforms like GB News and TalkTV have gained traction, particularly among right-leaning audiences. At the same time, overall confidence in TV news appears to be declining, with many Britons questioning the impartiality of mainstream outlets. As political divisions deepen, trust in the media is becoming increasingly linked to political affiliation, raising concerns about the future of journalism in the UK.

The question is no longer just about which news sources Britons trust but whether they trust any at all. With growing scepticism towards mainstream channels and a rising appetite for alternative perspectives, the media landscape is shifting.

#### Who Do Britons Trust the Most?

The BBC remains the most trusted UK news source, with 42% of the public placing their confidence in it. Trust is highest among mainstream Conservative (47%) Liberal Democrat (47%) and Labour voters (46%) and those aged 18-34 and 65+. ITV News is the second most trusted channel, with 14% of Britons favouring it for accurate coverage. ITV performs particularly well among female viewers (15%) and younger audiences.

Channel 4 News (8%) has a smaller but dedicated following, particularly among younger, left-leaning voters, with 24% of SNP supporters and 47% of Plaid Cymru voters saying they trust it most. Meanwhile, Sky News (12%) has broad but moderate levels of trust.

At the other end of the spectrum, GB News (8%) and TalkTV (1%) attract a smaller but highly loyal audience, largely from right-wing and populist political groups. GB News, in particular, is the preferred choice for 32% of Reform UK voters, indicating a growing appetite for more overtly conservative-leaning media outlets.

#### Has Trust in the Media Declined?

The data suggests that public trust in TV news is eroding. When asked whether UK TV news channels had become more or less trustworthy over the past 12 months, 31% said they have become less trustworthy, whereas only 23% believed they had become more trustworthy. Meanwhile, 42% said they had stayed the same, suggesting that while disillusionment is growing, it has not yet reached a crisis point for mainstream broadcasters.

Those supporting more radical parties such as Reform UK (53%) and the Green party (43%) are more likely to think that news channels have become less trustworthy. Perhaps this is due to growing concerns over media bias and editorial independence, with some feeling that news channels are increasingly politicised, favouring the mainstream parties. This is reflected by the steadier levels of trust from Labour and Conservative voters.

#### Why Do People Stop Trusting the Media?

When asked what would make them stop trusting and switch away from their preferred news source, the biggest concerns were factual accuracy and bias:

• 30% cited “clear and consistent political bias” as the main reason they would lose faith in a news provider.
• 27% pointed to “evidence of repeated factual errors”, showing that accuracy remains the most important factor for maintaining trust.
• 19% said they would abandon a news source if it engaged in poor-quality or sensationalist reporting.

Interestingly, changes in editorial stance or ownership also play a role, with 14% saying they would switch away if a channel shifted its approach too drastically. This suggests that Britons expect consistency in reporting and are wary of external influences on news organisations.

The data suggests that audiences are looking for accurate, impartial and fact-based journalism. While mainstream broadcasters like the BBC and ITV retain broad public trust, there is a growing demand for alternative perspectives, particularly among outsider parties with audiences who feel underrepresented by traditional media.

At the same time, audiences are increasingly critical of bias and misinformation, with many willing to abandon news sources that fail to maintain objectivity. As the UK media landscape continues to evolve and voters migrate to alternative sources like Twitter and Youtube, the battle for public trust will remain a defining issue, one that could shape not just journalism but also broader political discourse in the years to come.

Download the data tables for this poll.