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NZ news trust has inched up, but New Zealand media still faces widespread disengagement, according to a 1News survey released this week. The New Zealand media survey found that “trust in NZ news edged up,” yet “nearly four in five still avoid it,” underscoring the tension between credibility gains and ongoing NZ news avoidance.
Trust edges up, avoidance persists
The survey suggests a modest improvement in public confidence, but avoidance remains the dominant behaviour. The coexistence of higher trust and high avoidance points to a complicated relationship with news: people may rate journalism more favourably while still choosing not to engage with it regularly.
This gap matters for reach and influence. Even small gains in trust can be offset if audiences are shrinking, limiting the role of news in shaping shared understanding and reducing the feedback loop between outlets and the public.
Implications for media and public debate
For publishers, the findings signal that credibility alone does not guarantee attention. Persistent avoidance raises risks for advertising models, audience growth, and the ability to sustain comprehensive reporting, especially on complex or contentious issues.
In a small media market like New Zealand’s, the survey highlights a broader challenge: rebuilding trust while also rebuilding habits. The results suggest the next test is not just whether people believe the news, but whether they are willing to return to it.
