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A survey of 246 'media leaders' (senior exec: editorial, commercial, or product) in 52 countries by 'Reuters Institute' reveals that 'subscription' is the number one priority (79%) for commercial publishers in 2022, followed by display advertising (73%) and native advertising (59%).

Six of ten respondents admitted that their revenue has increased over the past year despite a fall in page views. Publishers also reported a jump in subscription revenue due to an increase in digital advertisements.

With subscriptions becoming a popular source of revenue, there is concern that subscription models may be pushing journalism towards the affluent and more educated audiences and leaving others behind.

Publishers were also keen on ramping up efforts on social media platforms like Instagram (+54 net score), TikTok (+44), and YouTube (+43), as these were more popular among younger demographics. 

Three-quarters (75%) of editors, CEOs, and digital leaders say they are confident about their company’s prospects for 2022, though fewer (60%) say the same about the future of journalism. Concerns relate to the polarisation of societies, attacks on journalists and the free press, and the financial sustainability of local publications.

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