MEDIA organisations must redefine how they understand, reach and serve audiences as social media and video platforms increasingly dominate news consumption, industry leaders have said.
The call was made during a panel discussion at the global launch of the Reuters Institute Digital News Report 2026 in London.
The event brought together editors, researchers and media executives to examine changing audience habits and the future of journalism in a rapidly evolving digital landscape.
Panelists included Simon Robinson, Executive Editor of Reuters; Emily Kent Smith, Editorial Director of podcast network Goalhanger; and Kamal Ahmed, Executive Editorial Director for the UK and Europe at Fortune.
A key finding of the report is that social media and video platforms have, for the first time, surpassed television and news websites as primary news sources across many markets.
The development, speakers noted, has accelerated audience fragmentation and challenged traditional media organisations to rethink their engagement strategies.
Kent Smith said successful media brands must recognise that audiences have different interests and information needs.
According to her, Goalhanger’s portfolio of podcasts succeeds because it caters to distinct audience communities through specialised content on politics, history, science and entertainment.
She noted that many consumers seek depth and expertise rather than traditional news coverage.
Ahmed said Fortune’s strategy focuses on serving a clearly defined audience interested in business, leadership and innovation.
He explained that the publication has expanded beyond traditional journalism to include newsletters, partnerships and events aimed at strengthening audience loyalty and community engagement.
“We have a clear proposition for our audience and provide multiple touchpoints that deliver value beyond our core journalism,” Ahmed said.
Robinson said Reuters is increasingly focusing on serving multiple audience groups rather than relying solely on broad, mass-market news offerings.
“The mass audience model is becoming more difficult because people can find highly specialised information online. Understanding and serving niche communities is becoming increasingly important,” he said.
The panel also highlighted the importance of platform diversification, with speakers agreeing that news organisations must meet audiences where they consume content.
Goalhanger described itself as “platform-agnostic”, producing content that works across podcasts, video platforms, social media and newsletters.
Ahmed said while social media remains important for audience growth, sustainable revenue is more likely to come from subscriptions, newsletters, events and direct audience relationships.
The discussion further examined the growing influence of content creators and personality-driven journalism.
According to the Digital News Report, more than one-quarter of respondents globally now access news from creators and influencers every week.
The speakers observed that audiences often find creators more relatable, engaging and easier to understand than traditional news outlets.
Kent Smith said audiences increasingly value authenticity and direct connections with trusted voices.
She noted that many listeners appreciate seeing presenters openly discuss issues and develop opinions in real time.
For established news organisations, however, balancing accessibility with journalistic integrity remains a challenge.
Robinson said trusted media brands must find ways to become more relatable and engaging without compromising professional standards.
He added that trusted journalism remains particularly valuable during crises, when audiences seek accurate information that directly affects their lives.
The panel concluded that the future of journalism will depend on building stronger audience relationships, delivering content across multiple platforms and creating distinctive products that meet the needs of specific communities.
The Reuters Institute Digital News Report is regarded as one of the world’s most comprehensive studies of news consumption trends and audience behaviour. (Reuters )
