The Rise of Niche Media and the Power of Creators Shape Journalism 2025

(CLO) Newsrooms require new ways of working and thinking as they continue to grapple with digital transformation and the recent disruption caused by artificial intelligence and large technology platforms. How will they move into 2025 with this uncertainty?

Below are analyses of prominent trends in the media industry today, and perspectives from leading experts on the journalism website Journalism.co.uk:

The shift from mass media to niche media

Lucy Kueng, a strategy consultant and academic, said the media industry is undergoing a profound revolution. The rise of platforms like YouTube has created fierce competition with traditional media.

Consumers increasingly prefer personalized content, leading to the proliferation of niche media channels. Podcasts, especially video podcasts, are becoming a popular content format.

AFP news agency newsroom. (Illustration photo, source: Reuters)

YouTube is not just a video sharing platform, but has become a formidable competitor to traditional television networks. With over 10% of content on connected TV in the US coming from YouTube, it is clear that the platform has revolutionized the way we consume content.

The young generation makes the future of journalism

Khalil A. Cassimally highlights the increasingly important role of younger generations in journalism. With their deep knowledge of technology and understanding of young audiences, they are driving major changes in the industry.

Traditional hierarchies in journalism are being challenged. Young people, with their expertise and passion, are demanding more power. This will lead to changes in the structure and working methods of newsrooms, creating a more equal and innovative working environment, more suited to the demands of the digital age.

Emphasizing the increasingly important “bridging role” of journalists, Martina Andretta - Head of Development at Metro said that in a fiercely competitive context, journalists need not only to possess good writing skills but also to be multi-talented storytellers, able to connect with audiences across different platforms. Use digital tools to create diverse and engaging content. Put the needs and desires of the audience first.

Mental health of journalists

Rozina Breen warns of a difficult year for journalism. Political pressure, misinformation, and rising public expectations will leave both journalists and audiences feeling exhausted.

Agreeing, James Scurry - co-founder, Safely Held Spaces; senior producer, Sky News said 2025 is a significant milestone marking a major change in the journalism industry.

The mental health of journalists is receiving more attention than ever. Training programs and support networks are being developed to help reporters cope with the negative effects of their work.

Challenges and opportunities in the AI ​​era

Steve Matthewson, head of industry and corporate news at S&P Global Market Intelligence, warns that AI is posing new challenges for journalists. While AI can automate many tasks, it also requires journalists to upgrade their skills to work effectively with the new technology.

The media industry is undergoing a profound transformation. The rise of niche media, the development of AI technology and changes in consumer behavior are posing major challenges but also opening up new opportunities.

To survive and thrive in this environment, media organizations need to adapt quickly, invest in technology, develop their staff, and build strong relationships with their audiences.

Hoang Anh (according to Journalism)

Source: https://www.congluan.vn/truyen-thong-ngach-va-suc-manh-cua-sang-tao-se-dinh-hinh-bao-chi-2025-post327358.html