The changing media landscape of 2025

The return of the Trump administration, the rapid rise of AI, and the ongoing decline of traditional news structures are just a few of the factors that signal an unpredictable year ahead for the media industry. Below, we outline some key trends expected to shape the year and the opportunities they present for organisations and communications professionals alike.

1. Generative AI continues to transform newsrooms

In 2024, news organisations began grappling with the complexities of generative AI. This year, many are shifting focus toward integrating AI into both journalists’ workflows and reader experiences. According to a recent survey by the Reuters Institute, publishers will increasingly use AI for content creation, news gathering, spell-checking, transcription and copyediting. More importantly, AI is now being successfully leveraged to interpret data in investigative journalism and even verify information.

Some publications are already combining AI with human writing, and smaller outlets are looking to hire reporters to collaborate with AI in generating stories. While much of this remains in the experimental phase, 2025 could be the year when AI becomes a ubiquitous tool in newsrooms, significantly changing how content is produced and consumed.

2. Journalism remains embattled, but reinvention offers hope

The 2024 U.S. presidential election demonstrated that traditional media is no longer the kingmaker it once was. Some major newspapers even chose not to endorse any candidate. Meanwhile, podcasters like Joe Rogan have built massive followings, creating a new sphere of influence outside conventional media outlets. This year, we can expect the continued rise of create-fluencers - media influencers who, unlike traditional journalists, prioritise emotional or sensational narratives to engage audiences. These influencers can be found across platforms like X, TikTok and YouTube, often amassing large followings.

This trend is further fuelled by journalists leaving traditional publications to launch subscription-based newsletters on platforms like Substack. The benefit is clear: these independent journalists can grow their audiences on their terms, free from editorial restrictions. For younger journalists, video content and self-led newsletters offer opportunities to create news explainers, conduct interviews, and investigate stories – achievements that would have taken years to accomplish in a traditional newsroom.

With careful vetting, organisations can partner with create-fluencers to reach new, previously disengaged audiences – particularly those who have tuned out traditional news outlets.

3. Social media will become less trusted

Social media platforms continue to evolve, particularly after Elon Musk’s takeover of X and the recent reduction of fact-checking on Threads, Instagram, and Facebook. Some newsrooms and journalists have already made the shift from X to Bluesky, while reducing their reliance on Facebook. As new platforms gain prominence, companies will follow the media, prioritizing tools like LinkedIn, Bluesky and ChatGPT, and Perplexity - a generative AI tool that incorporates news articles into its responses.

Moreover, the “TikTok-ization” of media will continue, with an increasing preference for short-form video content. Major outlets like the New York Times, the BBC and The Economist have embraced this trend by building video carousels and expanding their content on TikTok to engage younger audiences.

As social media platforms become less reliable for news, organisations will need to adapt to new methods of communication. Media training, traditionally handled by former journalists or PR firms, will need to shift focus toward crafting effective TikTok-style videos to engage younger viewers.

4. Adapting to change; Agility will be key

For consultancies and organisations to thrive in 2025, they must embrace agility, experimentation and fearlessness. With the decline of traditional newsrooms and the rise of new media platforms, there are growing opportunities to connect with audiences in novel ways. Owned media, social channels, videos, podcasts, and newsletter (like Substack) offer organisations the chance to bypass traditional outlets and tell their stories on their own terms.

In this unpredictable media landscape, staying ahead of the curve and adapting quickly will be critical to maintaining influence and relevance.