current
Pressure for Online Presence
Broadcasters and PR professionals face increasing pressure to create content for online and social media platforms to reach younger audiences.
Timeframe
immediate
Subcategories
Impact areas
Detailed Analysis
The shift in media consumption habits, particularly among younger demographics, is forcing broadcasters and PR professionals to adapt their strategies. With the decline of traditional TV viewership among 16-24 year olds, there's a growing need to engage audiences on platforms like YouTube, TikTok, and Instagram. The report states, “Broadcast journalists and PRs have both experienced a significant shift in the expectations of their job roles, thanks to social media.” This pressure is evident in the statistic that 98% of broadcast journalists create content to attract online audiences, highlighting the importance of a multi-platform approach.
Context Signals
Instagram, YouTube, and TikTok are top news sources for 18-24 year olds
Social media and TV are the most effective channels for prompting consumer action
7 in 10 PRs are expected to create campaigns that work across multiple platforms
Edge
Increased investment in short-form video content and interactive social media campaigns
Emergence of new roles specializing in digital content creation and distribution
Development of innovative formats to bridge the gap between traditional and digital media
