2025 Media Watchlist: Trends & Implications

A few of the media trends we’re watching, and the impact they’ll have on society, brands, and business:

The End of Appointment Viewing

Unless it’s the Super Bowl, there’s no longer any reason to set your watch for a favorite broadcast — and that includes local news. In 2024, broadcast outlets made great strides in streaming, building on years of expanding local news operations. The question is whether they truly have enough content to go head-to-head with 24/7 cable channels. Probably not yet, but they can resort to the same trick cable has been using for years: replay the same news repeatedly.

OTA Goes MIA

Of course, streaming isn’t just about keeping up with evolving viewer habits. With a new FCC chair sending chills throughout the broadcast industry — and a pointed letter to Disney making the agency’s intentions unmistakably clear —over-the-air (OTA) news outlets feel increased pressure to dive into streaming. Why? Because streaming is far less regulated, placing it largely beyond the FCC’s reach. But here’s the catch: OTA news actually has accountability standards. The current situation raises red flags about what happens when newly appointed regulators — who may not fully understand news — are appointed by elected officials who prioritize politics over public service. Let’s just call it what it is: A trainwreck in the making.

The Demise of Social Media Marketing

Meanwhile, social media marketing is encountering its own set of problems. The promise was a level digital playing field where every voice could be heard. But last year, Big Tech effectively buried that ideal and escalated its bid for complete control of the internet — and our lives. Their approach is diabolically clever: first, build a platform with no programming costs and recruit users (you) to supply the content for free. Then, tweak the algorithms so that no one sees your posts unless you pony up for “boosting.” Suddenly, your audience is gone and your marketing budget needs to be a lot bigger than you ever planned.

Section 230 Floats to the Surface

Another reason people are backing away from social media is a long-overdue spotlight on Section 230. It does everything to protect Big Tech — and nothing to protect you. Before you post something online, keep in mind you’re not covered by the same immunity. Defame or libel someone, and the lawsuit can land squarely on your doorstep, not the platform’s. It’s a rude awakening for those who believed social media’s shields extended to everyday users. Big Tech, meanwhile, continues to enjoy a legal bubble that lets them moderate (or not) with minimal accountability.

The Internet as Virtual Trashcan

Layered on top of all that is a growing pile of misinformation, fake reviews, deepfakes, and disinformation — even the classic Russian “active measures” technique that blends real and fake just enough to keep everyone guessing. If you run a credible organization, prospective customers, clients, or members searching for you online can’t easily tell you’re legit. The bright side? As the internet becomes more of a dumping ground for questionable content, people are increasingly bypassing social media and heading straight to trustworthy news sources. In other words, no more leaning on social media shortcuts; instead, get your news directly from the outlets you trust. Which leads us to the next point.…

Truth Gets Back on Its Feet

It’s been a minute, but truth is finally coming out of its post-truth coma. News outlets can capitalize on what’s trending online by weaving misinformation checks into their coverage — much like how politics found its way into every area of the news. The public shouldn’t have to turn to places like Snopes to figure out the facts. That’s. What. News. Outlets. Are. For.

Earned Media Earns a Comeback

All this chaos has sparked a renewed appreciation for earned media. For years, relying on social media to craft your own brand story was the crown prince of marketing. Now, though, the chaos — and cost — of social platforms has many brands returning to credible news coverage from trusted outlets. The key is being selective: rather than chasing every outlet for the sake of a mention, align your brand with news organizations that share your values and uphold real accountability. Call it a new spin on media relations, a discipline once dismissed as old-school. Given today’s media landscape, it’s never been more relevant.

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