GB News and the Shifting Landscape of British Media: A Deep Dive into Voter Attitudes and Values

GB News is a relatively new addition to the UK media landscape, having launched in June 2021 with the stated aim of delivering fresh perspectives and alternative viewpoints. Conceived as a free-to-air news channel, it promised to offer a range of opinions and robust debates on current events, in contrast to more established broadcasters. In its short lifespan so far, GB News has attracted both enthusiastic supporters and vocal critics, providing ample fodder for discussions about the nature of modern journalism, media bias, and the diversity of opinions aired on British television.

This week we have conducted a poll of the public and those that watch GB News to examine the factors that drive potential viewers to consider watching, the presenters that existing viewers feel most aligned with, and the core values people associate with GB News. The poll also looks at whether individuals feel that their personal values align with the channel—and what might encourage them to tune in more often.

A Glimpse into Potential Viewers

One of the most striking findings from our poll concerns those who do not currently watch GB News but say they might consider it. This group serves as an intriguing barometer of how GB News could expand its audience. The poll asked these potential viewers about their primary reasons for being open to tuning in:

1. To stay informed about current events (40%)
2. To hear alternative perspectives not covered elsewhere (22%)
3. Out of curiosity (21%)

The dominance of the desire “to stay informed about current events” suggests that news consumers are still, above all, motivated by a need for factual, reliable, and up-to-the-minute coverage. However, the fact that over one-fifth of potential viewers mentioned a hunger for “alternative perspectives” indicates there is a genuine interest in seeing stories and angles that other channels may not emphasise.

Interestingly, the desire to be informed about current events was highest among respondents from the West Midlands (44%) and the North West (60%). This geographic variation might hint at regional differences in how people perceive the mainstream news offerings or at a demand for more localised coverage. It could suggest that residents in these areas feel underserved by existing media, or it might reflect cultural or political dynamics that shape the appetite for current event coverage. Either way, this finding underscores an opportunity for GB News to tailor content to specific regions to broaden its appeal.

Presenter Preferences Among Current Viewers

The poll also looked into which GB News presenters the channel’s existing viewers feel most aligned with, revealing that Nigel Farage stands out as the presenter with whom people’s viewpoints and interests most closely match. Following Farage, Eamonn Holmes garnered 10% of respondents stating he best represents their views and interests. Holmes’s long career in British television, particularly as a breakfast show host, seems to resonate with a portion of GB News’s audience. His relatability and conversational style may play a role in how he connects with viewers who are seeking an alternative but still want familiar faces delivering the news.

Perceived Core Values of GB News

Examining what GB News viewers believe to be the channel’s primary values sheds light on how the station’s brand is perceived:

1. Freedom of Speech (36%)
2. Transparency (23%)
3. Patriotism (23%)

That Freedom of Speech sits at the top is perhaps unsurprising for a channel that has consistently marketed itself as a platform for free expression. In a media environment often characterised by heated debates about cancel culture and media biases, positioning itself as a champion of open debate has clearly struck a chord with GB News’s loyal viewers.

Diving deeper into the data, we see variations along political lines:

• Conservative 2024 General Election voters who watch GB News chose Freedom of Speech at an even higher rate of 41%.
• Reform 2024 voters expressed the strongest preference for Freedom of Speech (54%), reinforcing the perception that GB News resonates with audiences who lean towards more right-of-centre views.
• Labour General Election voters who watch GB News, on the other hand, placed Patriotism as their top value at 25%.

These differences highlight GB News’s broad but nuanced ideological appeal. While the channel has developed a reputation for being right-of-center, there remain segments of left-leaning viewers who tune in, perhaps attracted by the patriotic stance or other features of the broadcast.

Personal Values: Accuracy at the Forefront

An equally important angle is understanding what personal values matter most to voters when they consume news. The top value is Accuracy, with 40% of respondents saying it is paramount. This view was even more pronounced among:

• Female voters at 42%
• Voters aged over 45 at 45%

In a landscape teeming with social media soundbites, polarising headlines, and accusations of “fake news,” accuracy emerges as a unifying concern across demographic lines. Whether individuals lean left, right, or somewhere in between politically, reliable, fact-based reporting remains a cherished quality in news consumption. For GB News, ensuring that it is perceived as accurate in its reporting may be a critical factor in attracting those who remain on the fence.

Alignment with GB News Values: A Gap Between Potential and Reality

Our poll asked voters how closely, if at all, they feel their own personal values align with those of GB News. The results show that 27% of voters believe they are either aligned or very aligned with the channel’s values. This number is significant but also suggests there is substantial room for growth—over one-quarter of voters feel a connection, yet the majority does not.

Among Labour voters from the most recent General Election, a notable 32% state that their values align with those of GB News. This figure runs counter to assumptions that the channel might primarily appeal to Conservative or Reform voters. Nevertheless, as expected, the group that aligns most closely are the Reform 2024 voters, with 47% stating they share values with the channel. This strong overlap indicates that GB News may be particularly well-positioned among more populist, reformist segments of the electorate.

However, the data implies that GB News has yet to reach its full potential. With over 70% of voters not feeling strongly aligned, either the channel’s message is not breaking through to these individuals, or those individuals perceive the channel to hold views dissimilar to their own. Strategically, bridging this gap will require highlighting the qualities—like accuracy, transparency, and open debate—that matter to a wider swath of news consumers.

What People Want More of: Immigration, Healthcare, and Local Coverage

In terms of content focus, respondents were asked which subject areas they would like to see covered more often by GB News. The top four areas selected were:

1. Immigration (28%)
2. Healthcare (25%)
3. Regional News (25%)
4. International News (23%)

These topics offer valuable insights into where viewers and potential viewers see a gap in the channel’s coverage or perhaps the news landscape overall. Immigration often features prominently in British political discourse, while healthcare concerns have been magnified by the pandemic and ongoing NHS pressures. International News coverage could speak to a desire for a broader global perspective, which some viewers may feel is lacking on current British networks.

Of particular interest is that when we exclude regular GB News viewers and focus on just those who might consider watching, Regional News and Healthcare top the list of areas they want to see more coverage of. This underscores the potential for GB News to capture new audiences by diving deeper into locally relevant stories—especially, perhaps, in regions that feel neglected by national media—and by closely examining healthcare policies and debates.

Charting a Path Forward

The findings of our poll present a multifaceted picture of GB News’s current and potential audience. On one hand, the channel clearly resonates with a segment of voters who value freedom of speech, transparency, and patriotism. On the other, it still faces challenges in convincing a broader range of people—many of whom prioritise accuracy above all else—that it can deliver reliable, impartial, and thorough reporting.

Key takeaways include:

1. Potential Growth: A noteworthy percentage of non-viewers are open to trying GB News if it reliably covers current events and provides alternative angles.
2. Presenter Power: Nigel Farage is a key draw for many current viewers
3. Value Alignment: Just over a quarter of voters feel aligned with GB News, pointing to an opportunity to expand by refining and communicating the channel’s core values more effectively.
4. Content Gaps: Greater focus on healthcare, local (regional) issues, and immigration could be a strategic move to appeal to new viewers, especially those in areas where alternative viewpoints and more localised content are in high demand.

Ultimately, GB News’s success in bridging the gap between its current audience and the vast pool of potential viewers may hinge on how it addresses these issues. By prioritising accurate reporting, offering a wider range of perspectives, and emphasising regional coverage, GB News can solidify its position as a genuine alternative in the British media market. As the political and social climate continues to evolve, the channel’s role as a platform for diverse voices may prove increasingly significant—if it can meet the expectations and values of an ever-scrutinising public.

Download the data tables for this poll.