On January 12, the Reuters Institute released its annual forecast, “Trends and Forecasts for Journalism, Media, and Technology in 2026.” The report was completed after evaluating surveys from 280 senior newsroom executives, editors, and communications strategists in 51 countries. Journalism sits between two powerful and rapidly evolving forces: generative AI and the burgeoning creator economy.
Dual threats reshape the battlefield
The report depicts today’s media environment as a battleground under pressure from two directions. On the other hand, AI-driven “answer engines” like Google’s AI Overviews and ChatGPT can distract viewers before they even reach a publisher’s site. News organizations are currently predicting a 40% decline in search references over the next three years. Meanwhile, personality-driven creators and influencers continue to garner attention and trust, often outperforming institutional news brands in reach and engagement.
News publishers caught in the middle are being forced to reevaluate long-held assumptions. They must balance the need to maintain a distinctive, human-driven journalism with the risks and, in some cases, potential benefits of engaging with the platform itself, which is a clear threat to its audience base.
Media investing in AI-friendly reporting
As AI accelerates the commercialization of news, publishers are responding by focusing on content that is difficult for machines to reproduce. This study marks a decisive shift away from generic, service-oriented content to journalism rooted in originality, depth, and authority. News publishers now plan to increase investment in original research (up 91%) and contextual analysis (up 82%), while cutting back on general news that chatbots can easily reproduce (-38%).
“Journalism’s best response is to build on what makes us valuable and unique,” said Taneth Evans, Head of Digital. wall street journal To the Reuters Institute. ““This year has been the year that has woken up more people than ever to the importance of quality, originality and direct, meaningful relationships with audiences,” she said..
Format innovation is also part of this change. Nearly four in five publishers (79%) plan to prioritize video, while 71% are investing more in audio. The main idea behind this change in approach is to create immersive, story-driven experiences that resist easy fragmentation by AI tools.
AI licenses are unlikely to become a major source of revenue
Media strategy is undergoing the most realignment in more than a decade as audience behaviors, monetization opportunities, and technology trends change. Video content continues to drive the majority of engagement, and publishers are increasingly focusing on YouTube (+74%) due to its higher reach, longer user attention spans, and potential for higher ad revenue. Similarly, AI platforms like ChatGPT (+61%) are gaining traction as tools for content creation, audience interaction, and personalization. At the same time, investment in X (-52%) and Facebook (-23%) is declining due to shrinking organic reach, growing concerns about misinformation and audience fragmentation.
Still, there is a balance between excitement and caution about AI partnerships. Only 20% of publishers expect AI licensing agreements to develop into a major revenue source, and most publishers view them as a minor addition rather than a game changer.
The challenge for creators: Compete, collaborate, or collaborate?
With the rise of news creators, traditional publishers face a familiar dilemma: resist, adapt, or embrace. Some 70% of respondents are concerned that creators are drawing audience attention away from traditional media, and 39% are concerned about losing top editorial talent to a more lucrative creator economy.
Reactions vary widely. Most publishers (76%) plan to encourage journalists to develop a more creative persona. Half intend to partner with influencers for distribution, while almost a third (31%) are considering hiring creators directly.
“The key task for publishers is to not just deliver news, but to build experiences that drive habitual usage,” Sophia Huang, senior audience editor at Australia’s Nine, told Reuters Institute. “As traffic from search continues to decline, we must find better ways to directly engage and educate our readers about our brand through newsletters, podcasts, and even interactive puzzles.”
The news industry is at a turning point
Despite the intensity of these challenges, the mood is not completely depressed. While new creators and influencers may be a step ahead in attracting attention, news organizations retain important advantages of credibility, context, and accountability. The conclusions drawn from the Reuters report are ultimately pragmatic and hopeful. The road to 2026 will be difficult, but it will also become clear where journalism’s strengths lie. By prioritizing investigative and in-depth reporting, reducing reliance on algorithm-driven distribution platforms, and building direct connections with audiences through newsletters, podcasts, interactive features, and other creative formats, news organizations can more than weather the AI and creator shift and reaffirm why journalism still matters.
Download the full report here
Isha Iftikhar Qazi
IFJ Communications and Campaigns Intern
