The media landscape is in flux - what communicators must do to stay ahead

The media industry is at a crossroads, navigating a landscape shaped by AI, shifting audience behaviours, and economic pressures. The latest Journalism, Media and Technology Trends and Predictions 2025 report from the Reuters Institute highlights both uncertainty and opportunity. This change has significant on how businesses communicate and their communication strategies.

The Reuters Institute has released a report on the future of media - Journalism, media, and technology trends and predictions 2025

Confidence in journalism is wavering, with concerns over press freedom and political polarisation, yet many media leaders remain optimistic about their own business prospects. AI is transforming how audiences consume news, raising fears of reduced traffic from search engines as generative AI delivers direct summaries. In response, publishers are adapting—strengthening partnerships with AI platforms and doubling down on video-driven strategies across YouTube, TikTok, and Instagram.

The traditional ad-revenue model is under pressure, driving a shift towards diversified income streams, including subscriptions, events and affiliate marketing. Generative AI is already integrated into many newsrooms, powering everything from content summarisation to audience personalisation. At the same time, the rise of independent content creators is disrupting traditional media, forcing organisations to rethink their unique value.

A recent example of this shift is Sky News' "Sky News 2030" strategy, which aims to transition to a premium paid content model to ensure its future in the face of declining traditional TV audiences and stagnant revenue streams. This plan involves focusing on digital services to attract paying audiences, including podcasts, newsletters, events and live shows, while continuing its traditional 24-hour TV channel. David Rhodes, executive chair of Sky News, emphasised the need to prioritise engagement over-reach and to reduce investments in "breaking and live" TV news. Surely a good strategy for any organisation who wishes to engage with its key audiences.....

For those working in communications, this shift signals a crucial lesson: earned media alone is no longer enough.

Organisations need to have a deeper understanding of who their target markets are and what exactly they want. By knowing this, then great content can be created that will have a greater engagement level. Earned media still has a role - but owned media is now no longer optional.

As media organisations refine their business models, communicators must rethink their approach to storytelling. With less reliance on traditional newsrooms and breaking news, brands and organisations need to invest in their own content ecosystems—whether through thought leadership, branded podcasts, or engaging video content—to remain relevant and reach their audiences directly.

One thing is clear: the media industry is evolving fast. For communicators - what worked previously will not work in the future. Those who embrace innovation while staying true to the fundamentals of trust, credibility, and meaningful storytelling will be the ones who thrive.

Don't wait....