Trends and forecasts for journalism, media, and technology in 2022

An overview in brief

In 2022, the news industry—which has been both shaken and inspired by the protracted COVID-19 crisis—will carefully regroup. To some extent, the unrelenting intensity of the news agenda and the increasingly divisive discussions around politics, identity, and culture have "burned out" journalists and consumers. Perhaps this year, journalism will take a deep breath, concentrate on the fundamentals, and emerge stronger than ever.

Throughout 2021, news media audiences have declined in many regions of the world. This is not ideal at a time when trustworthy and accurate information is vital to people's security and well-being. Re-engaging disinterested individuals and fostering closer ties with regular news consumers is a major task facing the news media this year.

Another major topic going forward will be generational shift, which will prompt newsrooms to reflect more deeply on issues like diversity and inclusion, new priorities like mental health and climate change, and proper conduct for journalists on social media.

From a commercial perspective, numerous conventional news organizations are unwaveringly committed to accelerating their digital transformation, given the growing costs of newsprint and energy that may render print unviable in certain nations. For many, charging for internet journalism is the way forward, but if things become worse economically, subscription fatigue will probably prevent further advancement.

This year presents publishers with an opportunity to obtain improved earnings following a period of time during which digital advertising money was siphoned off to massive platforms. Although worries about disinformation and stricter privacy laws restricting third-party data have already begun to turn the tide in favor of reliable brands, the advertising industry is still very competitive and difficult, and not every publisher will succeed in it.

As the EU and certain national governments attempt to exert more control over big tech, the discussion of platform regulation is starting to take on more substance this year. But emerging technologies like cryptocurrency, artificial intelligence (AI), and the metaverse—virtual or semi-virtual worlds—are already posing new problems for civilizations in addition to offering them new ways to interact, learn, and have fun.

What Do Media Executives Think About the Next Year?

1. Though over half (54%) also reported stagnant or declining page traffic, nearly six out of ten respondents (59%) indicate their revenue has improved over the last year. Publishers claim that as more consumers make purchases online, digital advertising has taken off and that subscription revenue has also surged.

2. Though fewer (60%) think the same about the future of journalism, three-quarters (75%) of our sample of editors, CEOs, and digital leaders say they are optimistic about their company's prospects for 2022. The polarization of societies, attacks on the free press and journalists, and the viability of local periodicals financially are all causes for concern.

3. This year, more publishers intend to advance their membership or subscription strategy. Of those polled, the majority (79%) said that this will be their top income priority, surpassing both native advertising and display. However, a significant portion of respondents (47%) express concern that subscription models might be driving journalism in the direction of superserving affluent and well-educated audiences while neglecting others.

4. According to publishers, this year will see an average of three or four significant or extremely significant revenue streams. For content licensing or innovation, nearly three out of ten (29%) anticipate receiving sizable money from digital platforms; 15% are looking to philanthropic organizations and foundations, both of which are up from the previous year. Some aspire to revive event companies that experienced a standstill amid the COVID-19 pandemic.

5. There are differing opinions on whether government initiatives will strengthen the position of journalism given the increased regulation surrounding the social impact and market dominance of tech businesses. Four out of ten people (41%) believed that policy initiatives could be helpful, while over a third (34%) believed they would have little effect and a quarter (25%) believed they could worsen the situation.

6. Publishers have announced that this year they will be focusing more on the younger-oriented networks, such YouTube (+43), Instagram (+54), and TikTok (+44), and will be paying less attention to Facebook (-8 net score) and Twitter (-5). Many news organizations will also be strengthening their guidelines about the conduct of journalists on social media at the same time. According to our study, the majority of editors and managers believe that this year, journalists should continue to report news on Twitter and Facebook, and they are concerned that sharing more personal opinions could erode confidence.

7. The media is still unsure of how to handle this intricate and multifaceted narrative as the effects of climate change become more apparent. Even among those who thought their own coverage (65%) was superior, only 34% of respondents thought the general coverage was good. News editors claim that a story that advances slowly and frequently makes people feel down is difficult to get mainstream viewers to notice. Therefore, it is difficult to argue for hiring the specialized journalists required to explain and bring it to life.

Additional Potential Events in 2022

1. This year, there will be a surge in acquisitions by media organizations as they seek to grow their subscriber base and add value to their advertising offerings. A few well-known digitally native businesses will change ownership.

2. This year, the "creator economy's" increasing influence will continue to have a direct and indirect impact on media. While news media will pay greater attention to creator material—think celebrities and influencers—more platform features that allow content charging will create chances for freelancers and cooperatives.

3. Short-form social video is going to come back thanks to the inventiveness of creators on youth-oriented social media platforms. Anticipate an increased utilisation of these strategies by publishers in 2022, as the expansion of streaming services like Twitch contributes to a new "pivot to video".

Keep an eye out for other prominent instances of journalist burnout as the strain of the never-ending news cycle, working from home, and growing authoritarianism becomes apparent. This year, media 

firms will look into fresh approaches of providing assistance.

When it debuts in early 2022, Donald Trump's new social network, code-named Truth Social, will undoubtedly make news. Anticipate that hackers, hate speech, and other disruptors will target this.

1. There is hope for the journalistic industry.

The gain in revenue that several publishers reported in this year's poll is among the biggest surprises. Among the publishers in our sample, which spans more than 50 countries and focuses on both subscription and advertising, more than half (59%) believe that overall revenues have improved, while just 8% think that things have gotten worse. This is in spite of the ongoing COVID-19 pandemic and the ongoing decline in conventional revenue streams like paper.

It is important to keep in mind that a large number of publishers who were not included in our poll still depend on antiquated and dwindling revenue streams like print and even television. And the future is still quite difficult for people without a clear digital path ahead of them.

Industry data also shows that, in the wake of the Trump era's dramas, the total consumption of internet news has declined dramatically in some nations, including the US and the UK. One reason for this is that many consumers turn to social media and streaming services for amusement and diversion due to the unrelenting and sad nature of the news.

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