AUT JMAD Report Signals Positive Shift in Trust in New Zealand News Media

Auckland University of Technology's Journalism, Media and Democracy Research Centre (JMAD) has once again delivered critical insights into the media landscape with its seventh annual Trust in News in Aotearoa New Zealand report, released on April 15, 2026. This comprehensive study reveals a notable uptick in public confidence in news sources after years of erosion, marking a potential turning point for journalism in the country. For higher education institutions like AUT, this research underscores the vital role universities play in monitoring and shaping democratic discourse through rigorous academic inquiry.

The report's findings come at a time when New Zealand universities are increasingly focusing on media literacy and ethical journalism education. AUT's JMAD centre, housed within the School of Communication Studies, exemplifies how higher education contributes to public understanding of media dynamics. By tracking trust levels annually since 2020, JMAD provides a benchmark that informs curriculum development in journalism programs across AUT and peer institutions like the University of Auckland and Massey University.

Key Statistics Highlighting the Rebound in Media Confidence

Central to the 2026 report is the revelation that general trust in news has climbed to 37 percent, a five-percentage-point increase from 32 percent in 2025. This reverses a six-year downward trend that saw trust plummet from 53 percent in 2020. Similarly, trust in the specific news sources individuals consume personally reached 50 percent, up from 45 percent the previous year.

Despite this progress, challenges persist. News avoidance hit a record high of 78 percent, up five points, driven by negativity overload and information fatigue. Meanwhile, trust in news on social media edged up to 17 percent from 13 percent, reflecting broader concerns over AI-generated content and misinformation floods.

Financial support for news also ticked upward slightly, with 17 percent of respondents subscribing digitally—a modest gain amid economic pressures. These metrics, derived from a nationally representative survey, offer universities valuable data for training future journalists on audience engagement strategies.

Historical Context: From Peak Trust to Decline and Recovery

JMAD's longitudinal data paints a vivid picture of evolving public sentiment. Trust peaked at 53 percent in 2020 amid COVID-19 coverage, then declined steadily: 42 percent (2021), 39 percent (2022), 35 percent (2023), 33 percent (2024), and 32 percent (2025). The 2026 rebound to 37 percent suggests stabilizing factors like heightened awareness of online disinformation.

This trajectory mirrors global patterns but is uniquely tracked in New Zealand through AUT's dedicated research. For higher education, it highlights the need for journalism curricula to address trust erosion causes, such as perceived bias (cited by 87 percent in prior years) and opinion-heavy reporting. Programs at AUT emphasize fact-checking and ethical standards, preparing students to rebuild audience faith.

Rankings of Trusted News Brands: RNZ Leads the Pack

RNZ tops the trust rankings at 57 percent, retaining its position for years. Close behind are the Otago Daily Times (ODT) and TVNZ. Joint fourth place goes to Newsroom, Interest.co.nz, The Listener, and Waikato Times. Larger outlets like NZ Herald, Stuff, and NBR follow, all showing gains.

Weekly usage leaders are NZ Herald (52 percent), Stuff (51 percent), TVNZ (50 percent), and RNZ (35 percent). This data informs university research on brand loyalty, with AUT's JMAD analysing how local, accountable journalism outperforms national or digital-first competitors. For aspiring journalists, these insights guide career choices toward high-trust outlets.

• RNZ: 57% trust, strong public broadcaster model
• ODT: Regional focus builds community credibility
• TVNZ: Broadcast accessibility appeals broadly
• Newsroom: Independent digital journalism rising

The Paradox of Rising Trust Amid Record News Avoidance

While trust inches up, 78 percent avoid news—53 percent to protect mental health from negativity, 34 percent overwhelmed by volume. This aligns with international averages (39 percent avoidance) but exceeds them, signaling a crisis for media sustainability. Universities like Victoria University of Wellington study this 'trust-avoidance paradox,' linking it to crisis fatigue from global events.

AUT researchers note people turn to news for verification amid 'AI slop' on social platforms, yet fatigue drives disengagement. Journalism education must evolve to produce concise, positive-framed stories that respect audience well-being.

Social Media and AI's Role in Shaping Perceptions

Social media/video is a main source for 19 percent, with trust rising modestly. Discomfort with AI-produced news holds at 60 percent, unchanged. As platforms flood with unverified content, traditional media's verification role strengthens trust. AUT's separate AI in newsrooms report complements this, showing widespread AI use but public wariness.

NZ universities, including AUT, integrate AI ethics into media courses, training students to transparently use tools while upholding human oversight.

Demographic Insights and University Research Contributions

Trust varies by age, education, and politics. Younger Kiwis (18-24) show lower trust but higher social media reliance; older groups favor broadcast. Higher-educated respondents trust more, aligning with university-led media literacy efforts. JMAD's demographic breakdowns aid targeted interventions in higher ed outreach programs.

AUT's ongoing surveys enable comparative analysis with Reuters Institute's global data, positioning NZ universities as leaders in media trust scholarship.

Implications for Journalism Education at New Zealand Universities

The report bolsters calls for enhanced journalism training. AUT's Bachelor of Communication Studies (Journalism) emphasizes accountability, now vital amid rising trust via perceived independence. Courses cover trust-building: accuracy, transparency, bias avoidance.

Peer institutions like Massey offer similar programs; collaborative research like JMAD fosters cross-uni innovation. Future curricula may prioritize AI literacy, mental health-aware reporting, and audience research.

Expert Perspectives from AUT's JMAD Researchers

Dr. Merja Myllylahti: "People increasingly use news media for information verification amid AI slop and disinformation. They value journalists' accountability." Dr. Greg Treadwell: "Accusations of bias persist, but many push back against 'can't trust media' narratives, valuing ethical standards."

These views guide AUT's teaching, emphasizing evidence-based journalism to sustain gains.

Broader Impacts on Democracy and Higher Education's Role

Media trust underpins democracy; JMAD's work highlights universities' civic duty. As trust stabilizes, higher ed must support sustainable models—digital subscriptions up slightly to 17 percent signals potential.

Government non-interference is key: 43 percent would lose trust if owners meddle editorially. Universities advocate policy protecting independence.

Future Outlook: Challenges and Opportunities for NZ Media Studies

With trust at 37 percent (below global 40 percent), vigilance is needed. Universities like AUT plan expanded JMAD research on AI's long-term effects. Optimism lies in youth training: journalism grads equipped for verification era could elevate trust further.

Stakeholders—unis, media, policymakers—must collaborate. AUT's model shows higher ed's power in fostering informed societies. RNZ coverage amplifies these insights for public discourse.

Actionable Insights for Journalism Students and Professionals

• Prioritize local, accountable reporting
• Embrace transparency on AI use
• Focus on positive, verified stories to combat avoidance
• Engage demographics via tailored content
• Leverage university research for evidence-based practice

AUT invites students to explore JMAD projects, bridging academia and industry for a trusted media future.