Survey Finds Social Media Reshaping How Montanans Consume News
Survey Finds Social Media Reshaping How Montanans Consume News
A new statewide survey commissioned by the Greater Montana Foundation suggests Montana’s news landscape has changed dramatically over the past decade, with social media now rivaling traditional media as a leading source of news and information.
The 2025-2026 Sources of News Survey, conducted by the University of Montana Bureau of Business and Economic Research (BBER), found that 71% of Montanans now use social media to access news and information. That figure has climbed sharply from 34% in 2015 and 47% in 2019.
Passive Consumption: We take what they give us
John Baldridge, survey research director at BBER, said one of the most significant findings involves how Montanans are consuming information.
“Sixty-seven percent of Montanans read or listen to the news that is delivered to them as opposed to the news they search out,” Baldridge said during a recent appearance on Voices of Montana. “They look on their handheld device and consume what is presented to them.”
Baldridge also highlighted growing ideological divisions in news consumption. According to the survey, Republicans and Democrats increasingly rely on different news sources, creating what researchers described as “news silos.” The survey also found that people are less likely to discuss news with those outside their personal circles, reinforcing what many refer to as political echo chambers.
Former Greater Montana Foundation Chairman Bill Whitsitt said the findings raise concerns about the influence of algorithms and technology companies that increasingly determine what information people see.
“If we’re not inquisitive and purposely seeking out other views, we’re simply not going to get them,” Whitsitt said.”All they’ve heard is one side of an issue.”
Local News Still Vital for Montanans
Despite concerns about polarization and passive news consumption, the survey also found encouraging news for Montana broadcasters and journalists. More than 80% of respondents said local news remains important to them and their families.
Jim Senst, former STARadio executive and Greater Montana Foundation board member, said local journalism continues to provide something national platforms cannot.
“Local broadcasters have always stressed being local,” Senst said. “Social media and national platforms just can’t do what local broadcasters do.”
The survey also found broad agreement among Montanans on one issue: inflation and the cost of living ranked as the state’s top concern across age groups, genders, and political affiliations.
For leaders at the Greater Montana Foundation, the survey provides insight into how Montanans communicate, consume information, and engage with public issues—information that will help guide future grant-making and efforts to strengthen civic dialogue across the state.
Story originally posted on: https://northernbroadcasting.com/2026/06/03/survey-finds-social-media-reshaping-how-montanans-consume-news/