As younger audiences increasingly turn to TikTok, YouTube, and Instagram for news, traditional news outlets like BBC, The New York Times, and Reuters are struggling to maintain influence. A recent panel discussion in New York revealed that social platforms now surpass TV news and websites as primary news sources in the U.S. News execs highlighted the urgency to adapt strategies in a landscape dominated by personality-driven creators. Despite engaging content, the absence of referral traffic back to publishers remains a significant concern, particularly for reaching under-35 demographics.
"We're not going to be able to resist this. It's not going away. So we have to figure out a way to make it positive," Sally Buzbee, Reuters regional editor, said.
"I don't think it's an ideal situation," Buzbee continued. "This is just the wild ride we're on."
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