EU Media Poll 2025 Results

BRUSSELS, 28 May 2025 - Burson, the global communications agency purpose-built to create value for its clients through reputation, today published the results of the EU Media Poll 2025. Produced in partnership with leading research firm Savanta, the annual survey offers insights into media consumption and influence at the heart of European policymaking. Launched in 2016, the EU Media Poll is based on an independent survey, conducted by Savanta, of 175 EU influencers, including EU officials, Members of the European Parliament (MEPs), and Brussels opinion formers, carried out between 14 November 2024 and 3 April 2025.

The 2025 findings reveal that while traditional media outlets remain highly valued for their expertise and trustworthiness, the Brussels media landscape is undergoing a period of disruption, with influence shifting towards a broader mix of sources.

“With influence in Brussels no longer concentrated among a handful of legacy media, today’s decision-makers navigate and benefit from a more diverse landscape, with influence shifting across a broader mix of platforms, formats, and social channels,” said Andrew Cecil, CEO of Burson Brussels. “The data confirms that communicators and organisations seeking to engage and influence the EU must remain agile, data-driven and ready to adapt to this evolving environment.”

Key findings from this year’s poll reveal several trends shaping the Brussels media ecosystem:

• Influence is diversifying, but established outlets remain on top. While POLITICO, The Financial Times and Reuters continue to be seen as the most influential, the influence of all top outlets has declined compared to previous years. Eighty-six percent of MEPs consider POLITICO to be influential.
  
• Trust, quality and speed drive influence. POLITICO stands out for “insider access” as a driver of influence, while Euractiv, The Financial Times and Reuters all score well on “trustworthiness”. A significant 67 percent choose “quality of analysis” as the top reason why The Financial Times is considered influential. “Timeliness or speed” was a reason for influence at both POLITICO and Euractiv, albeit to a lesser extent for the latter. “Impartiality” and “positive reputation” were the driving forces behind Reuters’ influence. LinkedIn is singled out for its “audience reach”.
  
• Social media platforms are in flux. The social media platforms LinkedIn and X (formerly Twitter) again appear among the top ten most influential news sources. X saw a significant 15 percent drop in influence since the previous year, while LinkedIn saw an increase of 7 percent.
  
• Social media and messaging app dynamics are shifting. Despite a decrease of 10 percent, WhatsApp remains the most frequently used messaging app among EU influencers, but its weekly usage continues to decline. LinkedIn holds steady as the second most-used platform, while X, Facebook and YouTube have seen declines in regular use. In contrast, Instagram, TikTok and Twitch all recorded increases in usage.
  
• How we consume our news is evolving. Reading news sites remains the most common way to access EU news, but usage has dropped sharply since last year (-16 percent). There is a slight resurgence in print media and increased popularity of podcasts and news aggregators, while newsletters, social media, TV and radio all saw modest declines.
  
• Personal relationships still matter, but less than before. Professional colleagues (70 percent) and personal contacts (68 percent) remain the most influential sources for decision-makers, though both have declined notably compared to previous years (16 and 13 percent respectively).

About Savanta

Savanta is a leading market research organisation renowned for its sophisticated and impactful political research services. As trusted advisors to governments, political parties, campaign groups, intermediaries and think tanks, Savanta leverages advanced methodologies and insightful analysis to help stakeholders understand public opinion, electoral dynamics, and policy impact. Drawing on years of expertise and a commitment to impartiality, Savanta empowers decision-makers with the clarity needed to navigate an ever-evolving political landscape. For more information, visit: www.savanta.com.