Reuters published its annual Digital News Report. The survey of 93,000 online news consumers is the most extensive of its kind and does a great job of putting numbers on recent trends.

Some of the big takeaways:

–Market share lost to social media: Traditional media continues to be unthroned at a steady and relentless rate. Five years ago almost one third of consumers accessed content via a brand’s web site. That’s now 22%. Social media has taken the lead with 30%.

–Young people are migrating to social. Among young people — ages 18 to 24 — the move toward social media has been especially pronounced, with 41% saying they get news from social media, up from just 18% in 2015.

–Facebook has lost ground to TikTok, YouTube. Facebook is less of a reliable funnel of readership to news sites. TikTok now reaches 44% of the market for 18-24 year olds.

–Influencers are replacing journalists: Younger audiences increasingly say they get their news from influencers or celebrities on TikTok, Snapchat or YouTube, not journalists.

–Skepticism about algorithms: There’s been a backlash against personalized news feeds, with only 30% saying that the algorithms do a good job, down 6 points from 2016.

–More people are avoiding news: A record number of people — 36% — say they are avoiding news entirely. That’s coupled with “trust” in the media falling another two percentage points.

None of these trends are great for traditional media companies, which have also seen layoffs at Vice Media, Buzzfeed, Insider and ESPN.

The authors of the study (Nic Newman with Richard Fletcher, Kirsten Eddy, Craig T. Robertson, and Rasmus Kleis Nielsen) focus more on answering “what” than explaining “why.”

It’s worth trying to answer because even as the media struggles, there is more and better content available than ever.

One hard-to-swallow reason is that user generated content on Substack, Beehive, Reddit, Twitter and LinkedIn is often better. It may have more depth and nuance. Sometimes it’s even faster.

We are in the early innings of this game. Expect more and more companies and organizations to leverage data to create “newsrooms” that publish informational content.

It may not be traditional “journalism,” but it will snare readership.

The change represents a huge shift that is not unlike how streaming services such as Netflix, Amazon Prime and others challenged the studio-theater distribution model.