AUDIO: How tech companies’ algorithms influence news consumption (4 min)
As of: November 7th, 2025 6:00 a.m
On online platforms, algorithms determine what we see – and thereby influence how we perceive news, which content is visible and which topics are overlooked. This is a problem – for media companies and society.
More and more people are getting information via social networks such as Instagram, YouTube, TikTok or Facebook. But what is displayed there is no longer decided by humans – but by an algorithm. These automated recommendation systems analyze usage behavior and thus significantly control what content appears on the screens. What seems comfortable at first glance has far-reaching consequences for news consumption and social debate.
Matthias Spielkamp and his team at AlgorithmWatch analyze the algorithms of social networks.
Algorithms curate content individually. They evaluate what users like, how long they watch certain content and who they are connected to. This creates a personalized news stream that is heavily focused on entertainment and popularity. The algorithms of the major social networks weight certain aspects very differently.
Instagram looks at the personal environment
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“For example, on Instagram, it depends more on your personal environment, on questions like: What does your circle of friends look like? Who are you connected to? Who do you follow? What content have you already shared? What did you think was good by giving a like like this?” explains Matthias Spielkamp, managing director of the non-governmental organization AlgorithmWatch.
TikTok relies on popular content
On TikTok the algorithm looks different. “In TikTok, little emphasis is placed on the social network compared to Instagram. The primary focus is on how long users look at certain content. Then they try to find and offer comparable content,” says Spielkamp. Regardless of what priorities an algorithm sets, the goal remains the same: to attract attention and keep users on the platform for as long as possible.
Weighting depends on click numbers
It becomes problematic when algorithms only evaluate relevance based on popularity. What many people see automatically seems to be important. Topics that do not achieve high click rates disappear from view – even if they would be journalistically significant.
This means that classic news criteria such as topicality, social relevance and political significance fall behind. Spielkamp warns: “This logic leads to an ideal popularity profile being developed for each individual person. This means that users only receive a very limited view of things.” The result: The common basis for discussion in a society is lost.
Digital expert Markus Beckedahl calls for independent control of data processing by tech companies.
There are large tech companies behind the platforms whose algorithms work largely in a non-transparent manner. Network activist Markus Beckedahl is therefore calling for independent control. “We need institutions that are trustworthy, that are democratically controlled, that are able to understand how the data is processed in the background, how the algorithms are set. That means we need a very good right to data access for these institutions. That has to be enforced rigorously,” he says.
Leopold: People have to find news
Media companies also have to adapt to the changed conditions. Juliane Leopold, editor-in-chief of digital affairs at ARD-Aktuell, sees this as a permanent task. The Tagesschau constantly monitors developments on online platforms such as YouTube, TikTok and Facebook and tests new formats in order to remain visible there. The aim is to show presence with serious information even in an environment controlled by algorithms – for example through shorter news formats or new access to content.
In an environment controlled by algorithms, Juliane Leopold wants to show her presence with the Tagesschau.
The public media in particular have a special responsibility. They should reach as many people as possible – regardless of where they get their information. Leopold emphasizes: “It’s our job to see where people can find the news. That means: We have to analyze where people are currently getting information. And then we as a Tagesschau brand have to try to weasel our way into it,” says Leopold. It is important today that people find information.
