03/07/2026
๐ฃ ๐๐ฒ๐ ๐ง๐ฟ๐ฒ๐ป๐ฑ๐
๐ง๐ต๐ถ๐ฟ๐ฑ-๐ฝ๐ฎ๐ฟ๐๐ ๐ฝ๐น๐ฎ๐๐ณ๐ผ๐ฟ๐บ๐ ๐ฎ๐ฟ๐ฒ ๐ฏ๐ฒ๐ฐ๐ผ๐บ๐ถ๐ป๐ด ๐๐ต๐ฒ ๐บ๐ฎ๐ถ๐ป ๐ฒ๐ป๐๐ฟ๐ ๐ฝ๐ผ๐ถ๐ป๐ ๐ณ๐ผ๐ฟ ๐ป๐ฒ๐๐ ๐ฎ๐ป๐ฑ ๐ฎ๐ป๐ฎ๐น๐๐๐ถ๐
Social media and video platforms have overtaken news websites and apps as a way to access online news: 54% versus 51%, according to Reuters Institute. At the same time, organic Google Search traffic to more than 2,500 news websites fell by 33% globally between November 2024 and November 2025.
Video is becoming more platform-specific. On TikTok, 55% of news video viewers watch clips under two minutes. On YouTube, longer viewing is stronger: 23% watch news videos over 20 minutes, and 35% watch videos between 6 and 20 minutes.
Podcasting is also moving towards screen-based consumption. In the US, 51% of people aged 12+ have watched a podcast, and YouTube now leads among weekly podcast consumers, ahead of Spotify and Apple Podcasts. Deloitte expects global podcast and video podcast ad revenues to reach around USD 5 billion in 2026.
๐ Sources: Reuters Institute Digital News Report 2026 https://lnkd.in/eAhWSB9N | Reuters Institute Journalism, Media, and Technology Trends and Predictions 2026 https://lnkd.in/dZ3wn5BF | Deloitte TMT Predictions 2026 https://www.deloitte.com/
๐ฃ ๐ง๐ฒ๐ฐ๐ต๐ป๐ผ๐น๐ผ๐ด๐
๐๐ ๐ถ๐ ๐ฏ๐ฒ๐ฐ๐ผ๐บ๐ถ๐ป๐ด ๐ฝ๐ฎ๐ฟ๐ ๐ผ๐ณ ๐บ๐ฒ๐ฑ๐ถ๐ฎ ๐ผ๐ฝ๐ฒ๐ฟ๐ฎ๐๐ถ๐ผ๐ป๐
McKinsey reports that 75% of advertisers expect AI to increase overall media spend, while IAB says two-thirds of marketers are focusing on AI agents for ad buying and campaign ex*****on.
๐ Sources: McKinsey - The agentic advertising economy https://www.mckinsey.com/| IAB - 2026 Outlook Study https://www.iab.com/| McKinsey - New front door to the internet https://www.mckinsey.com/
๐ฃ ๐๐ป๐๐ถ๐ด๐ต๐
For news, information, and analysis-led media, the next advantage will come from connecting two systems: a format architecture for different attention patterns, and an AI-ready operating layer.
The first captures attention: short vertical video for fast entry, longer explanatory video for context, and video podcasts for regular audience contact.
The second turns attention into visibility, monetisation, and control through metadata, search visibility, ad operations, audience intelligence, rights management, and editorial standards.
Media companies that connect both will be better positioned to grow across platforms without losing control over their audience, content, and revenue model.
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