A report shows that media directors expect a decline in web traffic from searches and want journalists to adopt content styles similar to creators on platforms like YouTube and TikTok.

According to a report by the Reuters Institute for the Study of Journalism, media executives are fearing a drastic decline in web recommendations, estimating a reduction of 43% in the next three years. This is influenced by the rise of AI-generated summaries and chatbots, which are changing the way consumers access information. Search traffic on news sites has already decreased by a third, particularly affecting lifestyle and celebrity content. In this context, media companies are aiming to encourage journalists to adopt content styles similar to creators on platforms like YouTube and TikTok, considering that short video and audio content is gaining popularity. Three-quarters of media managers want staff to behave more like creators by 2026, and half intend to collaborate with them to distribute content. The report also emphasizes that, despite the challenges, reliable news and expert analysis remain essential for society. Editors are looking to develop direct relationships with the audience through subscription models that provide them with a direct relationship with their audience, instead of relying solely on web traffic.