As technology continues to reshape news consumption, it is becoming increasingly important for publishers to understand how their content fits into broader trends. This year’s report highlights the rising prominence of personality-led news creators, the importance of video, and how generative AI is being used for the first time to provide a more personal and relevant experience for audiences.
Social media and video networks are growing in importance as a source of news for all age groups, particularly with younger audiences. In the United States over half of those accessing news say they use these networks, outpacing TV and news websites for the first time. This increase is largely driven by a shift away from traditional journalism media towards online personalities and creators.
While the growth of these channels is positive for many publishers it has also encouraged a move towards more personality-led commentary, much of which is partisan and can obscure facts or even create false news. It is also raising concerns about the impact of echo chambers on knowledge and the development of filter bubbles that encourage a particular viewpoint.
In addition to these issues, the growing power of big tech platforms is making it harder than ever for news providers to build sustainable businesses. As a result, we are seeing more publishers move to reduce dependence on advertising and invest in direct reader payment models. This includes MailOnline which has added a subscription layer to its offering and Sky News which is building a platform that will allow audiences to pay for premium online content.