2025 Media Predictions from SBS Comms
As we reflect on the whirlwind of headlines in 2024, from the U.S. presidential election to AI advancements to Big Tech competition, we’re reminded that the only constant in media is change. A year ago, we knew 2024 would be dramatic (have a read of our predictions from last year to see what we got wrong – and surprisingly right!) – but there was plenty that was purely unpredictable.
The SBS Media Hub is in constant conversation with reporters, clients and colleagues to stay ahead of the curve. As we look ahead to 2025, our team put our heads together to come up with key themes we predict will define the story of the new year, and the way it’s told.
From reimagining revenue models to covering a new president, here’s what we predict for 2025.
Positivity will rule in 2025
For the last 8 years or so, it seemed like we were just waiting for the other shoe to drop. From Theranos to FTX, the tone around business and technology companies and those that lead them was highly critical and often unfair. It wasn’t always this way – there was a time when FAANG companies were largely seen as the most exciting companies in America, and new apps and services saw vocal support amongst the media. In 2025, I see more of a return to this style of reporting.
The 2024 election exhausted people, and the post-election ratings show Americans would rather turn the channel than listen to more negative banter. This will flow into business and tech reporting, where investigative hit pieces will hold less value and reader attention than years past. People want to hear from the “new” Mark Zuckerberg and read future-forward stories rather than rehashing the (albeit very real) past problems of Meta, for example.
It’s a vibe shift and it feels good. In no way am I saying companies or executives should not be scrutinized, but it is possible that these stories have less influence in the coming year (and can actually serve to have the opposite effect – more attention may lead to more extended podcast interviews for founders that swing a new fan base). We’re in a tech boom with AI and I see the tone shifting back, similar to 15 years ago (I’m old) -- fun year ahead.
John O’Brien, Founder
Media organizations will make tough compromises for revenue
The days of subscriptions and events driving meaningful growth for large news organizations are numbered – small, independent outlets like Newcomer can succeed and even thrive, but AI companies are putting an end to traditional advertising models and splintering traffic. As we cover later on, paywalls—even creative bundles—aren’t always the answer. Some outlets have reduced staff and streamlined their focus areas, but a more dramatic rethinking of the news industry is needed to drive sustainable long-term growth.
The launch of Hunterbrook Capital in 2023 was just the beginning; we’ll soon see at least one media organization attempt to thrive on revenue streams that test the limits of traditional disclosure policies, such as allowing reporters to invest in the startups they cover. Some will simply make it clear that these arrangements are occurring (whether or not they disclose specific moves, which Hunterbrook does not), while some will continue to prize transparency – either way, the fracturing of media revenue will continue.
Cole Garry, Vice President
Local news will find its second wind
The decline of local news has been a familiar (and sad) story, but I’m hopeful that 2025 will mark an inflection point as innovative business models breathe new life into community journalism. Worker-owned publications and nonprofit newsrooms like Mission Local in San Francisco and The DC Line in Washington, D.C. are already demonstrating that hyperlocal coverage can thrive when reporters are deeply embedded in the community and their interests.
As technology's impact increasingly plays out at the neighborhood level – from autonomous vehicles cruising city streets to Big Tech investing reviving nuclear power in someone’s backyard – communicators have a real need to build relationships and trust with local media. This evolution presents a unique chance to target worker-owned outlets and nonprofit publications, and tell stories where innovation meets daily life, particularly as tech decisions increasingly require community buy-in.
Cameron Turner, Director
Media will face another post-election reckoning
The news industry always engages in self-reflection following a surprise election result, and this time will be no different. Few forecasted an outcome where Republicans would win the White House and both chambers of Congress, with Trump clinching the popular vote and every swing state. While journalists aren’t in the business of making political predictions, the results will force newsrooms to question whether they understand the priorities of voters and are empathetic to the national mood. This will have two consequences:
The influence of alternative media will grow. Mainstream reporters will pay more attention to the outlets that moved the electorate and influence incoming administration officials, from podcasts to Substack newsletters, as well as conservative blogs and shows. They’ll monitor Fox & Friends for a potential Trump call-in, One America News Network to identify rising MAGA stars, and Joe Rogan to stay attuned to the zeitgeist of mainstream conversations. And of course, newsrooms will try to satisfy demand for alternative news by creating sources of their own, including podcasts, X Spaces events, TikTok explainers, the list goes on.
Journalists will cover Silicon Valley from a new perspective. They’ll see the region not just as a cradle of tech innovation and talent, but as a political powerhouse that propelled successful GOP campaigns and now wields greater influence in Washington. Expect heightened coverage of Big Tech’s alignment with President-elect Trump in 2025 and its efforts to court his administration, alongside intensified scrutiny of Silicon Valley culture. This will be especially pronounced as Elon Musk brings his distinctive work and management ethos to Washington through his leadership of the newly established Department of Government Efficiency.
Randy Woods, Senior Vice President
With the rise of non-traditional media, power will shift to the host and audience
Last year, we predicted that the 2024 presidential election would get the Gen Z treatment, with non-traditional media like podcasts and TikTok turning into key battlegrounds. We were right: With Kamala Harris appearing on Call Her Daddy and Donald Trump on The Joe Rogan Experience, it’s clear that the heyday of traditional media is behind us.
As our guest speaker Dan Pfeiffer (Pod Save America) noted earlier this year, media platforms that exist somewhere in between traditional publications and peer-to-peer social media — such as podcasts, YouTube, TikTok and Substack — are increasingly vital. With this change comes a shift in power away from the spokesperson themselves and onto the host or reporter and their audience. For example, Joe Rogan invited Kamala Harris on his podcast – but the opportunity reportedly fell through when her team wanted him to travel to her (not vice versa) and limit the conversation to an hour. Even for such a high-tier potential guest, Rogan was unwilling to compromise on his typical podcast format and recording location – and his audience expects the same.
Going into 2025, we’ll see more and more spokespeople, however high tier, bending to the needs of the media figures interviewing them – or risk forgoing the valuable opportunity altogether.
Ella Rehman, Account Coordinator
Readers will follow the money of the paywall paradox
Traditional advertisements just aren’t cutting it for publications anymore — and haven’t for a long time — so paywalls have risen as unlikely champions for sales teams. For consumers, however, the proliferation of paywalls will fundamentally shift how we access and consume news. While paywalls might ensure better funding, they risk creating information silos and reducing broad public access to comprehensive news coverage (not everyone can afford monthly subscriptions, even when discounted on an annual basis). We’re moving towards a fragmented news ecosystem that will challenge traditional modes of information access.
Going into 2025, we’ll see people turn to aggregation platforms, like Apple News+, that offer bundled access to multiple paywalled publications for a single fee (similar to streaming services). Consumers will develop more selective and strategic approaches to news consumption, becoming more intentional about the news they analyze. Ultimately, this future will demand more active, deliberate engagement from readers, transforming them from passive consumers to information navigators.
Jessie Warner, Account Executive
AI-driven media will fall under the microscope
NY Magazine recently examined whether media can thrive with AI in the mix. Two opposing strategies emerged: suing AI companies for copyright infringement, as seen with the New York Times, or striking licensing deals to let content train AI models, as The Atlantic and Vox Media did. Jessica Lessin of The Information warned, “I worry that news organizations are going to keep taking money from AI companies and wake up and realize that wasn’t a strategy for growing their own audiences and businesses.”
As AI deepfakes and synthetic media blur the lines between real and fabricated content, media companies will face pressure to prioritize credibility with verification processes and transparent editorial standards. Regulatory scrutiny of AI-driven media is also likely to intensify. But as the industry navigates these paths, there’s a risk of losing sight of journalism’s core mission: to inform readers. Will 2025 be the year the media finds a sustainable way to coexist with AI – or the year it realizes the true cost of compromise?
Ali Fortin, Account Manager