What Media Companies Will Look Like in 10 Years?
Over time, how people have consumed news has slowly changed. From radio to television, and then from print newspapers to online platforms, each generation has shaped the medium through which they stay informed.
Today, we’re experiencing something unique. Interest in news and media is declining among new generations, leading to questions about what the future will bring.
A Transition to New Types of Content
No matter how you look at it, news consumption in the twenty-first century is a lot different than that of the past.
For example, the Medill State of Local News Report 2024 notes an expanding number of “local news deserts” in the United States. With 127 newspapers closing their doors, approximately 55 million Americans are left with limited to no access to local news.
That’s a problem, but just as we’ve experienced in the past, there’s a solution. And this time around, it comes in the form of new types of content. Take YouTube, for example. Over the past decade, it has transformed from a platform for casual creators to a powerful media outlet. Independent journalists, niche news channels, and documentary creators now reach millions, offering perspectives often overlooked by traditional outlets. This democratization of content creation has changed not just how we consume news, but who delivers it.
As The Economist highlights, the internet has enabled independent creators to challenge traditional mass-media incumbents in profound ways:
- Podcasts are disrupting radio, offering in-depth, conversational formats that attract devoted audiences.
- Independent musicians are thriving on platforms like Spotify, bypassing major labels to connect directly with listeners.
- YouTube is leading a dramatic shift in television, boasting 2.5 billion monthly viewers and accounting for 10% of all television time in the U.S.
Lanaya Lewis, a former on-air anchor and current media consultant, put it best: “Parent companies of media outlets know their focus and investments must shift to digital spaces.”
And with that knowledge, the transition to new types of content has begun.
Jinfluencers: The Wave of the Future
The transition to new types of content has had (and will continue to have) a profound effect on traditional journalists. Moving forward, jinfluencers—a mash-up of a journalist and an influencer—will gain more prominence.
Joe Rutland, a veteran journalist with over 40 years of experience, has observed the rising influence of jinfluencers in recent years.
“Look at high-profile journalists from major media outlets and how they’ve turned their work into a way of connecting with readers and viewers,” he said. “Expect jinfluencers to become million-follower accounts across all media platforms within the next 5 to 10 years.”
This aligns closely with insights shared by Thomas Karolak, Co-Director of the newspaper La Croix. He emphasized the importance of jinfluencers in building credibility and resilience for media companies in a world rife with disinformation and fake news. "These individuals won’t just report the news; they’ll be the face of it," Karolak noted. "People don’t just follow the news anymore. They follow the people delivering it."
Let’s make this simple: journalists must adapt to serve their audiences by delivering relevant, engaging content in the right format. And it’s becoming more and more clear that the “right” format doesn’t come in the form of a newspaper or television programming.
It’s short-form video content. It’s bite-sized articles optimized for mobile. It’s real-time updates on social media platforms.
Audiences crave immediacy, accessibility, and visuals that tell a story faster than words ever could.
The Economic Challenge
While the shift to jinfluencers offers opportunities, it’s crucial to address economic sustainability. Laurent Mauriac, founder of Brief.me, raised critical questions about the financial viability of these new models. “Parent companies of media outlets know their focus and investments must shift to digital spaces,” he acknowledged. “But if it’s on social networks, there’s no economic model.”
Mauriac pointed out that most jinfluencers rarely break news themselves; instead, they repurpose content from traditional journalists. He also noted the difficulty in generating sufficient revenue from advertising on digital platforms. “These advertising revenues are very low and cannot sustain a media outlet,” he said.
This sentiment echoes Karolak’s observations: “We’re in the era of ‘slashing’—content creators must juggle multiple roles to survive,” he said. While major influencers may earn a significant income, “80-90% of nano- and micro-influencers barely make minimum wage.”
What Does This Mean to Media Companies?
In the simplest of terms, it means that media companies need to rethink their strategy. What worked in the past won’t work in the future. Things are going to look a lot different in 10 years (if it even takes that long).
To thrive in this new era, media companies will shift their focus from traditional journalists to jinfluencers—content creators who combine the credibility of a journalist with the charisma of an influencer. These individuals won’t just report the news; they’ll be the face of it, connecting with audiences on a deeply personal level.
Diversification: A Path Forward?
Diversification of revenue streams could be a solution. Mauriac highlighted examples like Hugo Décrypte (4.2M followers on Instagram, the most famous jinfluencer from France),, who complements brand content with projects in career guidance and employment. “For them, the media is often just a showcase to generate other types of revenue,” Mauriac said. This could include branded content, agency work, and educational tools.
Partnerships Will Include Shared Tech Tools
Traditional newsrooms required expensive equipment and large teams. The media companies of tomorrow will streamline operations by partnering with tech providers to give their jinfluencers access to shared tools for filming, editing, and producing videos.
As Lewis noted, “Media companies are finding ways to do more with less while leveraging the best technology to produce content.”
Imagine a centralized hub where content creators can collaborate using cloud-based editing software, AI-driven video enhancement tools, and libraries of pre-designed templates. These tools will ensure consistency in quality while enabling creators to meet the breakneck pace of digital news cycles.
Such partnerships will also keep media companies competitive, enabling them to offer creators resources they couldn’t access independently.
A Centralized Sales Team
In the past, individual platforms like newspapers and TV channels had their own advertising teams. But in this new digital era, media companies will consolidate these efforts into centralized sales teams tasked with selling cross-platform ad packages.
Advertisers will no longer buy a slot on a specific network; instead, they’ll pay for placement across a jinfluencer’s videos, mobile articles, podcasts, and social posts. This streamlined approach allows for more cohesive campaigns that deliver better ROI for advertisers while simplifying operations on the back end.
By centralizing sales, media companies can maximize revenue opportunities, create unified ad strategies, and attract larger advertising partners who value reach over niche silos.
A Clear Editorial Line and a Brand
Unlike the free-for-all content of today’s influencer culture, the next generation of media companies will establish clear editorial standards and a recognizable brand voice. These companies will prioritize transparency and accountability, blending the trustworthiness of traditional journalism with the engaging style of modern content.
“That’s the key,” said Karolak. “The result? A brand audiences trust not just for entertainment but for reliable information, setting it apart in a noisy digital space.”
The Final Verdict
In 10 years, media companies won’t just be media companies. They’ll be tech hubs, talent incubators, and branding powerhouses. By hiring jinfluencers, embracing shared tech tools, centralizing sales efforts, and building editorial brands, they’ll reinvent themselves for an audience that consumes content on the go, 24/7.
It’s a harsh truth, but adaptation isn’t optional. It’s the only way forward. The companies bold enough to embrace this shift will redefine the media landscape.
Curious about what other industry leaders have to say about the Influencer Revolution? Watch our interviews below.
