po polsku
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
Influencers and social video rule information. Digital News Report 2025
Krzysztof Fiedorek
Seconds of vertical clips set the future of news. TikTok, YouTube and an army of influencers pull viewers away from TV sets and newspaper pages. Whoever masters this new pulse seizes not only attention but also control of the story.
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
See articles on a similar topic:
Artificial Intelligence and Digital Skills. The Future of the Job Market is Here
KFi
The world faces the challenge of digital transformation, and technological skills have become a gateway to career success. How do Europeans evaluate their abilities, and which industries are leading the way? A recent report by Pracuj.pl reveals which skills open doors to better careers and why AI is the future of work.
New Individual Mass Media (Mass Self Communication)
Grzegorz D. Stunża
In the latest issue of "Le Monde Diplomatique," there’s an article by Manuel Castells titled "Individual Mass Media." The author points out that media, once subjective and often party-affiliated (as with newspapers), only briefly moved away from one-sidedness when under various pressures.
Hate speech is contagious and leads to harm [EXPERT OPINION]
Karolina Kropiwiec
‘If we are in an environment where certain groups of people are insulted, there is a high probability that we will start using such language ourselves; hate speech is contagious and its consequence is someone's harm,’ says Dr. Michał Bilewicz from the Centre for Research on Prejudice at the University of Warsaw.
Radio in Europe. How Are Listener Habits Changing?
KFi
Radio remains one of the most popular media in Europe, but data from the European Broadcasting Union's report "Audience Trends: Radio 2024" shows clear changes in listener habits. The average European spent 2 hours and 13 minutes per day listening to the radio in 2023. This is 18 minutes less than five years ago but only one minute less than the previous year.
