News organisations are braced for multiple challenges in 2025 that will likely include further attacks from hostile politicians, continued economic headwinds, and battles to protect intellectual property in the face of rapacious AI-driven platforms. Changes to search, in particular, will become a major grievance for a news industry that has already lost social traffic and fears a further decline in visibility as AI interfaces start to generate ‘story like’ answers to news queries. The US election also highlighted the growing power of an alternative news ecosystem that includes partisan personalities and creators that often operate outside journalistic norms, and some say have now eclipsed the mainstream media in terms of both influence and trust.
Despite these difficulties many traditional news organisations remain optimistic about the year ahead – if not about journalism itself. Uncertain times tend to be good for business and the prospect of ‘Trump unleashed’1 could lead to a surge in web traffic and even in subscriptions. But this is by no means guaranteed. One key challenge will be to re-engage audiences that have fallen out of the habit of consuming news over recent years and to find ways of attracting the next generation. Many publishers will be looking to dramatically upscale the quality of their own websites, create more personalised news experiences, and invest further in audio and video. With consumer expectations moving at a rapid pace, embracing change while staying true to core journalistic values will be the key balancing trick for the year ahead.
These are the main findings from our industry survey, drawn from a strategic sample of 326digital leaders from 51 countries and territories.
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