This session will be live-translated from Danish to English by Wordly.

More and more people are getting their news through social media, podcasts and digital platforms, and a new type of content creator has emerged: the news influencer.

Individuals who don't necessarily have a journalistic background can today reach more people than traditional media and help set the agenda for what is discussed, shared and understood as important. In particular, Generation Z follows news influencers closely and builds relationships with them across platforms.

But who are the news influencers really? How many people listen to them? And how do they affect future media habits?

In this session, media analyst Camilla Mehlsen gives an insight into the growing role of news influencers in the digital attention economy and examines how they are changing users' media habits, challenging established news media and creating new formats, communities and business models.

Have news influencers cracked the code to a more democratic media landscape – or are they challenging quality journalism and public trust in the news? And what does the rise of news influencers mean for traditional media?