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illustration: Bing AITrust in journalism in 2025 has reached a historic low – only 41% of surveyed media leaders expressed optimism about the industry`s future. This marks a 19 percentage point drop compared to 2022. Key challenges identified by respondents include political attacks, societal polarization, and the growing dominance of alternative media ecosystems.
The declining popularity of traditional media in favor of content created by influencers and media personalities has been ongoing for years. This trend is particularly visible among audiences under 30, where 37% regularly consume news published by online creators. This shift has serious implications for how society perceives the credibility of information. Simultaneously, traditional media, instead of competing, increasingly collaborates with influencers to reach younger audiences.
The Battle for Visibility in the Age of AI
The integration of artificial intelligence into search systems is reshaping the media landscape. According to the report “Journalism, Media, and Technology Trends and Predictions 2025,” 74% of publishers are concerned about losing search traffic, especially as AI generates news summaries, reducing clicks to source websites.
Google Discover, while growing as a traffic source (+12%), does not compensate for losses from other platforms, such as Facebook (-67% traffic over two years) or Twitter (-50%). Publishers also face new players like ChatGPT Search and Perplexity, which introduce revenue-sharing models favorable to select publishers but exclude smaller newsrooms.
- Example of technology impact: ChatGPT Search, launched in late 2024, delivers licensed content from reputable publishers like News Corp. Publishers signing such agreements receive preferential treatment, helping them maintain website traffic.
New Business Models: Opportunities and Risks
Subscription revenue remains the primary pillar of media funding – 77% of publishers identify it as a significant income source. However, subscriber growth is slowing, forcing publishers to explore new solutions. The report shows that publishers increasingly turn to diversified revenue streams such as events, partnerships with AI platforms, and donations.
| Revenue Source | Percentage of Publishers Considering Important |
|---|---|
| Subscriptions | 77% |
| Display Advertising | 69% |
| Events | 48% |
| AI Platforms | 36% |
| Donations | 19% |
Many publishers are investing in innovative products like audio apps, games, or educational platforms. An example is The Guardian`s culinary app “Feast,” which attracts new audiences by offering specialized content within a subscription model.
Changing Relationships with Platforms
Relationships between publishers and tech giants like Google, Apple, or OpenAI are becoming increasingly complex. 31% of respondents plan to strengthen collaboration with AI platforms, while a similar percentage seeks to limit such partnerships to reduce dependency on external partners.
- Platforms in focus:
- YouTube and TikTok (+52 and +48 net points in publisher evaluations) are identified as channels of growing importance.
- Meanwhile, Facebook (-42) and X (Twitter) (-68) are losing significance among publishers, prompting investments in alternative distribution channels.
The Role of Personalities and Influencers
Internet creators are increasingly competing with traditional media. In the US, 21% of respondents report regularly consuming news from influencers. In Europe, young creators like Hugo Travers in France or Jordan Shanks in Australia attract millions of followers with their authentic approach.
However, concerns about content quality are rising – according to UNESCO, 62% of influencers do not verify information before publication. Nonetheless, many newsrooms see this as an opportunity to collaborate and reach new audience groups.
The full report "Journalism, Media, and Technology Trends and Predictions 2025" can be read on the Reuters Institute website.
COMMERCIAL BREAK
New articles in section Media industry
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
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Video content is watched remotely, but streaming services are mainly enjoyed in the comfort of home. This is how the consumption of audiovisual content by Poles in 2025 can be summarized. This is the result of an analysis of a study conducted by SW Research and data from the company MEGOGO.
Influencers Earn Too Much. No Fluff Jobs Report
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According to nearly 70% of Poles, influencers earn too much, and 54% feel the least affection for them out of all professions. Only politicians receive equally low regard among respondents surveyed by No Fluff Jobs. On the other hand, nurses and… farmers are considered underpaid.
