Subscriptions are the funding method most say would make them more likely to trust

Percentage who say they are more or less likely to trust news organisations funded in different ways

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MGMT_OWNSHIP_TRUST. News organisations are often funded in different ways. For each of the following, are you more or less likely to trust news organisations that get funding from…? Base: Brazil = 2,000, India = 2,050, UK = 2,179, US = 2,000. Note: 'Less likely to trust' includes those who say they are 'much' or 'somewhat less likely to trust, whereas 'more likely to trust' includes those who say they are 'much' or 'somewhat more likely to trust'. Excludes those who say 'neither more nor less likely to trust' or 'don't know'.

Source: 'Strategies for Building Trust in News.' A report published by the Reuters Institute in September 2023.