An additional question here is how users recognize journalistic messages among this stream of messages. What distinctive value do journalistic products have? Recognizing professional reporting is increasingly becoming a skill that users must possess in order to distinguish the wheat from the chaff (see also the box below). News brands are urged to contribute more actively to the development of those skills themselves.***
What is the impact of the ‘creator economy’?
A clear trend among young people is the attention for journalistic content creators. 22% of 18-24 year olds get news from content creators, compared to just 7% of 55+. A trend that also partly explains the rise of ‘premium’ content, such as newsletters, videos or Instagram accounts from popular creators that you pay for.
We have already seen how platforms such as Substack offer journalistic creators opportunities to distribute and sell their content, in this case newsletters. Twitter and Facebook are also increasingly using this way of distributing news. In 2022, Dutch publishers also expect to focus more on creator content such as podcasts and audio (80%), newsletters (70%) and video (63%).
It will be exciting to see whether this trend will continue in the Netherlands. And whether this also includes a broader revenue model for content creators and media brands. In countries such as the Payroll Directors Email Lists US and France, the percentage of news consumers who target specific journalists is already much higher.
Podcasts are still on the rise
This ‘pay for content’ trend is also increasingly applicable to podcasts, especially since the arrival of the podcast platform with subscription model Podimo . Podcast usage has increased further in 2022 anyway. Among young people, the podcast has even become an integral part of the news and information menu. Three quarters of young people listen to and now listen to it monthly, after which the use per age group decreases rapidly.