The Future of Media: 10 Trends Shaping the Industry in 2025 and Beyond
The media industry is in the midst of a seismic transformation. From AI-driven newsrooms to the rise of the “zero-click web,” the way we create, consume, and monetize content is changing faster than ever. To help you navigate this evolving landscape, we’ve combined insights from François Defossez, Head of Media & Co-founder at CosaVostra, and a recent article from InfoTrust to bring you 10 key trends that will define the future of media in 2025 and beyond.
Whether you’re a journalist, a content creator, or a media executive, these trends will help you stay ahead of the curve, and maybe even shape the future of storytelling.
1. AI Takes Center Stage in Newsrooms
Artificial Intelligence is no longer a futuristic concept—it’s here, and it’s revolutionizing newsrooms. By 2025, AI tools will be deeply embedded in editorial workflows, handling tasks like:
- Writing short articles (think breaking news or sports updates).
- Proofreading and editing to ensure error-free content.
- Summarizing long-form articles for time-strapped readers.
- Optimizing headlines and SEO to boost discoverability.
- Translating content to reach global audiences.
Example: While Le Temps still relies on journalists for article summaries, USA Today has already automated this process using AI. The result? Faster turnaround times and more efficient workflows.
But here’s the kicker: On top of efficiency, AI is enhancing creativity as well. Journalists can now focus on in-depth reporting and storytelling, while AI handles the repetitive tasks.
2. Sharing is the New Strategy for Growth
Gen Z is the future of media consumption, and they live on social media. To capture their attention, media outlets are doubling down on sharing features.
The New York Times allows subscribers to share articles with non-subscribers, while Les Jours lets users share their subscriptions with a friend, with no extra cost. These strategies not only boost visibility but also foster a sense of community.
But why stop there? Imagine a future where readers can co-create content or curate personalized news feeds to share with their networks. The possibilities are endless.
3. Social Media Traffic is Declining, It’s Time to Rethink Your Strategy
Here’s a hard truth: social media platforms are sending less traffic to media websites. Thanks to algorithm changes by Meta and TikTok, organic reach is dwindling.
So, what’s the solution? Media companies are revamping their websites to offer unique user experiences and diverse content formats. Think:
- Audio articles for on-the-go listeners.
- Immersive storytelling with interactive elements.
- Vertical videos tailored for mobile users.
- Newsletters that build loyal communities (shoutout to Semafor and Axios for leading the charge).
The message is clear: if you want to survive, you need to be more than just a news site, you need to be a destination.
4. The Rise of Search Generative Experiences
Say goodbye to traditional search engines and hello to generative AI tools like ChatGPT, Perplexity, and Gemini. These platforms are changing how we explore the web, shifting from hyperlinks to direct information extraction.
What does this mean for media? Less traffic from search engines and a greater need to drive direct visits. How?
- Personalization: Financial Times’ myFT lets users customize their news feeds.
- Service-oriented content: Politico and Bloomberg are excelling at meeting the needs of professional audiences.
The future of search is conversational, and media companies must adapt to stay relevant.
5. Partnerships are the New Power Move
In a rapidly changing landscape, collaboration is key. Media companies are joining forces to offer bundled subscriptions, share resources, and reach new audiences.
Example: Canal+ partnered with Apple Music to offer a cost-effective streaming bundle. Similarly, The New York Times teamed up with Le Monde to provide discounted subscriptions.
But partnerships are not only in subscriptions, they are benefiting also by pooling resources and sharing expertise. Initiatives like Coop-médias, a cooperative for independent media, are paving the way for a more resilient industry.
6. The Rise of First-Party Data and Composable CDPs
As third-party cookies phase out and privacy regulations tighten, publishers are increasingly turning to first-party data to drive revenue and engagement. According to eMarketer, 78% of marketers in 2024 considered first-party data crucial for product discovery.
But how can publishers effectively harness this data? Enter Composable Customer Data Platforms (CDPs). Unlike traditional CDPs, composable CDPs are modular, allowing publishers to pick and choose the components they need (e.g., data ingestion, identity resolution, segmentation). This flexibility is critical in a rapidly changing landscape.
Example: Companies like Twilio Segment, Adobe Real-Time CDP, and Salesforce CDP are already helping publishers centralize and activate their first-party data. Meanwhile, emerging solutions like Hightouch are enabling publishers to build custom data pipelines that integrate seamlessly with their existing infrastructure.
Why It Matters: First-party data isn’t just about ad targeting, it’s about understanding your audience on a deeper level. By investing in composable CDPs, publishers can create personalized experiences, improve ad monetization, and future-proof their operations against regulatory changes.
7. The “Zero-Click Web” and AI-Powered Search
The InfoTrust article highlights a concerning trend: the rise of the “zero-click web.” Thanks to AI-powered search engines like Google’s Generative AI in Search, users are increasingly finding answers directly on search engine results pages, without ever clicking through to publisher websites.
This shift poses a significant threat to traffic and ad revenue. However, publishers can adapt by:
- Optimizing for featured snippets and knowledge panels: Structuring content with FAQs and schema markup can increase visibility in search results.
- Diversifying revenue streams: Beyond advertising, publishers can explore subscriptions, premium content, and e-commerce.
- Building owned channels: Newsletters, mobile apps, and “walled gardens” of content can help publishers bypass search engines and re-engage audiences directly.
Why It Matters: The zero-click trend underscores the need for publishers to rethink their reliance on search traffic. By focusing on direct engagement and owned platforms, they can reduce their dependence on external algorithms.
8. Real-Time Data and Streaming Pipelines
Another key insight from the InfoTrust article is the growing importance of real-time data. Publishers are investing in streaming data pipelines to gain instant insights into audience behavior, content performance, and ad monetization.
Example: Platforms like Amazon Kinesis, Azure Stream Analytics, and Google Cloud Dataflow are making it easier for publishers to process and analyze data in real time. Companies like Spotify are already leveraging these technologies to deliver personalized recommendations and detect fraud.
Why It Matters: Real-time data is a game-changer, and not only just a nice-to-have. By understanding audience behavior as it happens, publishers can optimize content, improve ad targeting, and deliver more tailored experiences.
9. The “Trump Bump 2.0” and Shifting Traffic Patterns
The InfoTrust article predicts a temporary surge in digital subscriptions following the 2024 U.S. elections, dubbed the “Trump Bump 2.0.” While this may provide short-term gains, it won’t offset the long-term decline in traffic driven by falling trust in news and the rise of alternative formats like podcasts and video.
Key Stats:
- 36% of audiences now avoid news on specific topics.
- 64% of publishers plan to create more video content in 2024.
- 52% are investing in newsletters, while 47% are expanding their podcast offerings.
Why It Matters: Publishers must look beyond temporary traffic spikes and focus on building sustainable engagement through diverse content formats and direct audience relationships.
10. The Importance of Data Governance and Infrastructure
As publishers embrace first-party data and real-time analytics, data governance becomes critical. The InfoTrust article emphasizes the need for robust policies to ensure compliance, security, and ethical data use.
Example: Publishers should evaluate vendor solutions that offer interoperable modules and implement composable CDP architectures to future-proof their data infrastructure.
Why It Matters: Without proper governance, even the most advanced data strategies can backfire. Publishers must strike a balance between innovation and responsibility to maintain audience trust.
A Call to Action for Publishers
The media industry is at a pivotal moment. From AI-driven newsrooms to the rise of the zero-click web, the challenges are immense, but so are the opportunities.
By integrating insights from François Defossez’s PDF and the InfoTrust article, we can see a clear path forward:
- Embrace AI and automation to streamline workflows and enhance creativity.
- Prioritize first-party data and invest in composable CDPs to future-proof your operations.
- Adapt to the zero-click web by optimizing for search and diversifying revenue streams.
- Leverage real-time data to deliver personalized experiences and maximize ad revenue.
- Focus on quality over quantity by building direct relationships with your audience.
The future of media is in surviving while thriving in a world of constant change. By staying ahead of these trends, publishers can navigate the challenges of 2025 and shape the future of storytelling.
