Marketagent study: Constructive journalism in the stress test
Between a hunger for news, frustration, and skepticism toward AI: Interest in the news remains high in the DACH region—yet dissatisfaction with news coverage is growing. A recent study by Marketagent shows that 86 % of people are (somewhat) interested in current events, but the daily flood of news is increasingly triggering negative emotions. Concerns, annoyance, and frustration characterize the news climate—and trust in AI-generated content is low.
Around a third of respondents state that they often only read headlines. This proportion is highest in Switzerland at 39 %. The "pragmatic news type" dominates (36 %), while a quarter describe themselves as "news junkies". Only 2.7 % show no interest in current events.
Television remains the leading medium - social media is catching up
Despite digital alternatives, TV (49 %) remains the most important news channel, followed by radio (41 %) and social media (34 %). Among 18 to 29-year-olds, social platforms clearly lead the ranking with 52 %. The study thus shows a clear generational difference in media behavior.
Objectivity and free access count more than brand
For 46 % of respondents, independence is the most important criterion when choosing a news source, closely followed by free of charge (45 %). Quality (37 %) and comprehensibility (36 %) are in second place.
News frustration due to negativity and excessive demands
67 % of respondents are occasionally annoyed by news coverage, particularly on topics such as domestic politics, war and the climate crisis. Over half feel overwhelmed by the flood of news. Positive feelings such as joy or inspiration remain the exception with 14 % and 18 % respectively.
Constructive journalism as a counterweight
The majority would like to see more perspectives (59 %), context (48 %) and less cynicism (47 %). 37 % call for the media to report in a more solution-oriented way. According to Market Agent founder Thomas Schwabl, the study shows "a clear longing for journalism that not only describes problems, but also shows ways forward".
AI in the newsroom: use yes, trust no
More than a third (37 %) believe that AI is already used in around half of all posts. However, 73 % have less trust in AI-generated content, 81 % demand clear labeling. For Roland Zeindler, Managing Director of Marketagent Switzerland, it is clear: "The desire for transparency is enormous - trust remains the most important currency in journalism."
About the study
Marketagent surveyed a total of 3,000 people in Switzerland, Germany and Austria online in February 2025 for its own study.
