31.03.2025 Media industry
Equality and Diversity in Media: European Broadcasting Union Report
KFi
European public media are increasingly focusing on diversity, equality, and inclusion (DEI) as the foundation of their operations. Public broadcasters in Europe are implementing diversity strategies - both in content and within their teams. The findings from the report are clear: although progress is visible, many challenges remain.
w wydaniu polskim
illustration: DALL-EAs many as 93% of media organizations affiliated with the European Broadcasting Union (EBU) declare that diversity is a priority for them. More than half (60%) have formal DEI strategies, and half employ dedicated staff responsible for implementing these efforts.
These are no longer just declarations. According to the report "PSM Diversity Strategies 2025," produced by Dorien Verckist and Emma Ryborg from the EBU, public media are taking concrete steps to ensure balance within their structures and in the content they produce.
It is worth noting that 66% of organizations implement actions covering at least three different diversity dimensions, such as gender, age, or disability. In 2023, as many as 79% of organizations actively promoted gender balance, while 72% took initiatives to support people with disabilities.
Diversity in Content and Teams
Public broadcasters use an average of ten different tools to support diversity within their staff structures. The most popular include:
- DEI training for employees.
- Mentoring and career development programs for underrepresented groups.
- Revisions of recruitment and promotion procedures to ensure equal access to positions.
- Quantitative and qualitative goals related to employment across various social groups.
- Creating content codes and guidelines for inclusive language.
- Facilities for people with disabilities, including workplace adjustments.
Most organizations focus on ensuring gender balance (79%) and inclusion of people with disabilities (72%). Unfortunately, in some aspects of diversity - such as sexual orientation or religion - actions are significantly less advanced.
| Action Area | Share of Organizations (2023) |
|---|---|
| Gender balance | 79% |
| Inclusion of people with disabilities | 72% |
| Age diversity | 58% |
| Racial and ethnic diversity | 51% |
| Socio-economic status | 49% |
| LGBTQI+ and sexual orientation | 39% |
| Religious diversity | 36% |
It is clear that while gender equality and support for people with disabilities are priorities, other dimensions of diversity are still neglected.
Monitoring and Reporting. Do the Data Tell the Truth?
One of the main challenges faced by public media is monitoring the effects of implemented strategies. As many as 73% of organizations collect diversity data within their teams, while 54% also analyze content diversity.
The tools used in this area are diverse - from surveys and reports to content monitoring and even the use of artificial intelligence for data analysis. However, the lack of consistent methodologies and difficulties in collecting data on minority groups, such as LGBTQI+ individuals or ethnic minorities, remain problematic.
Biggest Challenges in Diversity Management
Despite implemented strategies, many organizations encounter difficulties in their execution. The most frequently cited issues are:
- Lack of unified standards - different countries use different approaches to diversity data monitoring.
- Legal issues - in some countries, regulations prevent the collection of data on sexual orientation or gender identity.
- Implementation challenges - despite good intentions, structural changes often face internal resistance.
- Low representation in senior positions - although the number of women on boards is increasing, they still remain a minority at the highest levels.
- Content monitoring difficulties - it is challenging to analyze whether productions truly reflect social diversity.
What Has Been Achieved?
Despite difficulties, the efforts are yielding results. Public media are becoming leaders in gender balance - women now make up 45% of employees and 46% of management staff. In 2023, half of the promotions went to women, indicating that DEI strategies are bearing fruit.
Moreover, more and more organizations are focusing on transparency - 72% of them publish diversity data about their teams. This not only builds trust but also motivates further action.
The Future of Diversity in Media
The report PSM Diversity Strategies 2025 shows that diversity is becoming an integral part of public media operations. The coming years will bring further strengthening of gender equality efforts and the integration of people with disabilities, but intensifying efforts in less developed areas, such as racial diversity or sexual orientation, is also necessary.
Through an integrated approach to DEI, public media can not only improve their image but also increase audience trust. This is an opportunity to build more open and diverse editorial teams that better reflect the complexity of modern society.
The full report "PSM Diversity Strategies 2025" is available at European Broadcasting Union
COMMERCIAL BREAK
New articles in section Media industry
Women in media 2025. Editorial power knows no equality
KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.
User Generated Content. A minefield for journalists and media
Krzysztof Fiedorek
Over 40% of internet users judge information credibility by likes and views. Only 20% use traditional news channels as a main and first source. A Reuters Institute report highlights the scale and risks of User Generated Content and offers advice on how media can avoid falling into its trap.
Social Media in 2025. Generational Differences Are Crystal Clear
KFi
More and more people are saying they’re cutting back on time spent on social media. And while this doesn’t mean a mass exodus, the trend is clear. According to latest GWI report, 31% of users said they had reduced their social media use. There’s also a subtle frustration.
See articles on a similar topic:
Print Advertising in Poland. Analysis by Polskie Badania Czytelnictwa
BARD
Analysts at Polskie Badania Czytelnictwa (Polish Readership Surveys) have compiled statistical data highlighting the reach, engagement, and opinions regarding print advertising campaigns. These insights are valuable for marketers aiming to plan and optimize advertising budgets.
Mass Media in Poland
Agnieszka Osińska
Into the decade of years 90. Poland entered with media national, subjected to the political control. Starting from the half of 1989 our media market underwent transformations, biggest probably from the time of the World War II.
Deepfake Blurs Truth and Falsehood. Human Perception Research
KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.
Trust in Public Media in Europe. Report by European Broadcasting Union
Krzysztof Fiedorek
Public media in Europe play a significant role in fostering trust and supporting democracy. The EBU 2024 report examines leaders, major challenges, and the impact of media on society. Polish, Hungarian, and Greek media, with results far below the average, face a crucial question: can trust be rebuilt?
