Finns' trust and interest in news remains among the highest in the world
June 26, 2025
The survey results are also good news for advertisers. 75% of Finns say they trust most of the news they follow and 67% believe that most news can be trusted, according to the Digital News Report 2025 survey by the Reuters Institute at Oxford University.
In Finland, trust in news has been more common than in other countries throughout the survey's measurement history. High-income and highly educated people are more likely to trust the news than low-income and less educated people.
Sanoma's news media reach the majority of Finns on a weekly basis. We have a high-quality, free media and an uncompromising professional ethic. Our news media are respected and Finns typically find their news by visiting directly to mediasites or apps.
"For advertisers, this is good news. In addition to reach, a safe media environment also strengthens the message of the ad," says Pia Hauskaviita, Marketing Manager at Sanoma.
Finland also has a higher share of people interested in news than most other countries in the comparison. 63% of Finns are very or quite interested in the news. Men (71%) are more interested in news than women (56%). The share of people with a high level of education and high income who are interested in news is also higher than average.
Finns want to be up to date on current events. They also enjoy the news for a long time. For example, our biggest news paper, Helsingin Sanomat, is read for about an hour a day on average. "For advertisers, this means that advertising also gets more attention. Reading and browsing the news media is slower and more concentrated than on social media," says Hauskaviita.
In most of the countries surveyed, text has remained the most popular form of online news presentation. This is particularly the case in Finland, where people are far more likely to read online news than to watch or listen to it than in other countries. On the other hand, Finland is the only country in the comparison where news videos are more typically viewed on news sites than on social media.
"The video format in news media is therefore a great choice for advertisers. When you use the Katselutakuuvideo (viewing guaranteed -video), we promise that your video ad will be watched until the end and you will only pay for the final views," Hauskaviita sums up.
The Reuters Digital News Report compares news consumption in 48 countries. The data is based on a survey of around 2,000 respondents in each country. The survey is conducted annually and Finland has been participating since 2014. The report is funded by the Media Research Foundation. This year's survey was conducted in January and February as an online survey by the YouGov research institute.
Further Reading
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