Explore insights from key news and media reports in Ireland which complement Worldview research. Below are some critical trends that communication teams need to be aware of from some of Ireland’s most reputable research institutions. Combining Worldview research with other sources allows for greater insight and depth to our understanding, leading to better decision-making and strategic planning. Explore some topline insights below and download the full slide deck prepared for Worldview by Alice PR.
News & Media Trends
Digital News Report Ireland, Coimisiún na Meán
Coimisiún na Meán, Ireland’s media regulator, together with academics in the DCU Institute of Future Media, Democracy and Society, produces the Digital News Report Ireland in collaboration with the Reuters Institute for the Study of Journalism at Oxford University. It’s regarded as a bible of sorts and is the most authoritative and credible source of data about media consumption trends in Ireland and attitudes and habits, especially in media research and policy discussions.
In terms of Worldview Personas:
For some of our personas, trust in news sources is an important consideration in terms of where they source their news, in particular for our Multilateralist Luke, who favours quality news journalism over social media. And also I think for our Community Champion Aoife – she believes strongly in the need for independent, quality, trustworthy journalism. For Michael, our Pragmatist, it’s important, too. For Michael, he almost takes it for granted that the news sources he goes to, like the local media and traditional print daily broadsheets can be trusted to deliver the facts.
For some of our other Personas – like our Disengaged Pat – trust isn’t really a consideration when it comes to where he sources information and news. He’s more liable to trust the views and opinions of non-journalists and non-experts on social media.
We can assume that AI Chatbots are going to become an increasingly popular way of sourcing news for people, thereby increasing the risk of disinformation and misinformation. This is an important consideration when it comes to Personas such as our Disengaged Pat, who is much less like to fact-check sources than the likes of Multilateralist Luke or Community Champion Aoife.
TV, radio and online sources of news are important sources for all of our Personas, while social media is of low importance for our Pragmatist Michael but of high importance for our Disengaged Pat.
- Interestingly, we can see that there is a growth in the popularity of The Guardian online for Irish audiences, up from 7% in 2015 to 11% in 2025. We know that our Multilateralist Luke is a daily Guardian reader, making it an important connection point for reaching him.
- Also interestingly, the report for 2025 showed that 20% of people in Ireland now pay for news, a rise of 3% on 2024, and twice as much as those who pay in the UK. The 35-44 age group have shown the most significant gains since 2023 – our Community Champion Aoife falls within this group. However, 80% do not pay for news.
Global Digital Report for Ireland by Kepios
According to the October 2025 Global Digital Report for Ireland by Kepios, which is an independent digital trends agency that produces some of the world’s most widely read reports on digital trends and online behaviours:
Social Media Usage Insights
- Ireland has an estimated 4.26 million social media users. For perspective, this figure was equivalent to 80.1 percent of Ireland’s total population at the end of 2025.
- Data indicates that there were 3.74 millionuser identities aged 18 and aboveusing social media in Ireland at the end of 2025, which was equivalent to 90.5 percent of the total population aged 18 and above.
- At the end of 2025, 50.5 per cent of Ireland’s social media user identities were female, while 49.5 per cent were male, so there’s quite an even split there in terms of gender.
WhatsApp, Facebook and Instagram are the most popular social media channels. Just as a note on WhatsApp, which is owned by Meta, WhatsApp is often grouped with social media platforms due to features like users being able to share stories via Status, connect in large groups, and follow public figures/organisations via Channels.
WhatsApp is currently being used as a day to day way of communicating with friends and family and other groups, but notably, at Alice PR, there has been an increase in clients proactively focusing on adding WhatsApp into their communications and PR mix as a way to try and engage with their stakeholders and target audiences.
- Platforms that saw growth: LinkedIn (+13.3%), Facebook (+8.3%), Instagram (+4.2%), YouTube (2.5%).
- Platforms that saw a drop: TikTok (-8.7%) and X (-0.8%).
In terms of Worldview Personas
What this means is that social media is a crucial touchpoint for reaching our Personas, some more than others. Again, we know that our Disengaged Pat trusts it as a news source way more than the likes of our Multilateralist Luke, for example.
Irish Web Studios, Limerick based digital agency
Research from Irish Web Studios, a Limerick-based digital agency, found that Irish viewers are looking more toward social media sites with regard to education-based content, e.g. tutorials, how-to videos and tips. Irish audiences value authentic, local, and funny content the most. They like local content and local businesses and organisations.
Click between the tabs below to learn site specific insights, or download the full slide deck here.
Facebook:
There were 4,153,400 Facebook users in Ireland in as of December 2025, equating to 80% of the entire population. The majority (54.4%) are women.
In terms of data by age group that we can connect to your personas, there’s some good recent data from Napolean Cat – a reputable social media management platform – on Facebook users in Ireland that on the slide here.
Insights
- Contrary to predictions of Facebook’s eventual collapse, it is actually highly relevant within Ireland, especially within specific segments and contexts.
- Facebook is popular as an online space for local communities, marketplace trading, and organising events. It’s important that organisations utilise Facebook as part of their marketing / communications mix.
- The strength of Facebook is that it is very useful for creating communities for an organisation, or reaching people who have aged out or have not joined newer sites.
- It is useful and is ingrained in Irish culture, if not necessarily the “coolest” site.
In terms of our Personas:
Facebook is most popular with 25-34-year-olds followed by 35-44-year-old, so with our Disengaged, Global Citizen and Empathiser personas.
There were 2,945,900 Instagram users in Ireland in December 2025, around 56.7% of the entire population. The majority of users (56.6%) are women.
Reels dominate reach compared to static posts, while carousels generate the highest engagement rates. Shift in content – more news, more political engagement.
What content niches and topics are trending on Instagram in 2025?
POV storytelling, micro-education, and behind-the-scenes content dominate 2025 trends, emphasising authenticity and community building over polished production.
- POV Narratives:“A day in my life,” relatable scenarios, and first-person storytelling that builds emotional connections.
- Micro-Education:Quick tips, “3 things you need to know” formats, myth-busting, and carousel breakdowns of complex topics.
- Behind-the-Scenes:Authentic, unpolished content showing real processes, failures, and genuine moments that build trust.
- Mini-Vlogs:Day-in-the-life content, transformation stories, and glow-up narratives focusing on personal growth.
- Community-Centric Content:Posts that invite interaction, share real stories, and build genuine relationships rather than pursuing vanity metrics.
These trends reflect audience preference for authentic connection over aspirational content, creating opportunities for creators to build engaged communities through vulnerability and genuine value provision.
In terms of our Personas:
Instagram is most popular again with 25-34-year-olds followed by 35-44-year-old, so with our Disengaged, Global Citizen and Empathiser personas.
TikTok
In terms of TikTok users in Ireland, this is data from the October 2025 Kepios Digital Report for Ireland and it shows that there are:
- 2.59 million TikTok users in Ireland (aged over 18).
- Majority are women (64.3%) (aged over 18).
- TikTok is continuing to grow its user base – potential ad reach in Ireland increased by 370 thousand (+16.7 percent) between the end of 2024 and late 2025.
- TikTok prefers raw, creative video content over highly finished content, making it relatively affordable for organisations with limited budgets.
18-24-year-olds in Ireland are the largest TikTok users, followed by 25-34 year olds, with significantly fewer 35-44-year-old and 45-54-year-old users, and with over-55s lagging last.
Again, there are considerably more female than male TikTok users in Ireland.
In terms of our Personas:
TikTok is most popular with 18-24-year-olds and 25-34-year-olds in Ireland, so with our Global Citizen and Empathiser personas.
There are 3.8 million LinkedIn users in Ireland, around 73.2% of total population.
There is a need to focus on ‘Quality’ over ‘quantity’ content, and there are big increases in conversations and content creation since 2020. Engagement-wise, content with images yields 2x engagement, while content with polls/document/image/video yield up to 1.6x reach.
Insights
- Significant growth in users – 3.8m users in Dec 2025 compared with 3.41m users in Dec 2024; representing 10.8% growth. Due to the decline in X users, with many of them jumping ship to LinkedIn instead.
- The content tone continues to shift to a more professional, but increasingly more conversational, tone.
In terms of our Personas:
LinkedIn is most popular with 25-34-year-olds, so with our Global Citizen Fionn, but 34-54-year-olds are pretty active on it, too, so the likes of our Multilateralist Luke and Community Champion Aoife are more likely to regularly engage with LinkedIn.
X/Twitter
In terms of X users in Ireland, there are:
- 1.55 million users (29.1% of total population).
- Majority of all users (69.5%) are men.
- Users have decreased by 300,000 or -16.3% between the end of 2024 and late 2025.
According to the 2025 Digital News Report for Ireland, X is the channel seen as the greatest threat regarding false and misleading information (54%), followed by TikTok and Facebook.
In terms of our Personas:
X is most popular with 25-34-year-old males followed by 35-49-year-old males. While Global Citizen Fionn falls into this age bracket, we know from his key characteristics, for example his concern for social justice, that you’re not likely to find him on X these days.
There’s a strong chance, however, that our Disengaged Pat, is on there, engaging with content that, for example, reinforces his concerns about immigration.