Despite a challenging global landscape for news organizations, optimism among industry leaders is surprisingly high, according to a new report. The World Press Trends Outlook 2025-2026, released by WAN-IFRA, found that 63 percent of senior media executives feel positive about their prospects for the coming year.
The seemingly buoyant mood comes even as traditional metrics continue to show a shrinking industry. The report, based on a survey of 172 respondents from 66 countries, suggests a shift in how publishers are defining success and adapting to a rapidly changing media environment.
Dr. François Nel, Reader in Media Innovation and Entrepreneurship at the University of Lancashire and co-author of the report, explained that the optimism isn’t rooted in a sudden improvement in traditional metrics. “Their confidence doesn’t come from traditional metrics suddenly improving. It comes from no longer relying on them alone,” he said. “Many organisations have become leaner, more diversified, and more honest about what success looks like in today’s market.”
Nel emphasized that this isn’t about clinging to outdated strategies. “This isn’t about rowing harder in the same direction – it’s about recognizing that yesterday’s course no longer works, and deliberately choosing a more survivable one,” he stated. “In sum: What we’re seeing isn’t denial of decline – it’s confidence born of adaptation.”
A significant divergence in projected revenue growth is emerging between publishers in developed and developing markets. The report forecasts a 24.8 percent growth for publishers in developing markets, more than triple the 7.8 percent expected in developed economies. This disparity is largely attributed to the fact that many developing markets are still reaching audiences who were previously underserved by traditional news media.
“In countries such as India, Nigeria, and Kenya, news consumption has been largely mobile-first, often via social platforms, messaging apps, and video,” the report notes. Many publishers in these regions avoided the substantial fixed costs associated with print, providing greater flexibility.
However, Nel cautioned that larger audiences don’t automatically translate into revenue. “In these markets, as elsewhere, global platforms still capture most digital advertising, which limits how much value publishers can extract from reach alone.” The optimism, stems from the potential for experimentation with various revenue streams – advertising, partnerships, events, services, and emerging reader-revenue models – as these markets mature.
In contrast, publishers in developed markets like the United Kingdom and the United States face a different set of challenges. “Audiences are already saturated, subscription fatigue is real, competition for attention is intense, and operating costs are higher,” Nel explained. Growth in these markets is focused on defending and optimizing existing models rather than expanding into new demand.
The report also highlights the cautious approach to implementing Artificial Intelligence (AI) within the news industry. While AI is being adopted in newsrooms to streamline workflows and reduce costs, its application in areas directly impacting revenue and audience engagement – such as monetization and personalization – is lagging.
“AI is being used first where it saves money – and held back where it affects trust,” the report states. Concerns about maintaining reader trust and avoiding over-reliance on large technology companies are key barriers to wider adoption. Publishers are wary of relinquishing control over audience data, pricing strategies, and customer relationships to external providers.
“There’s also growing concern about reliance on large technology companies. Many publishers are wary of handing over audience insight, pricing logic, or customer relationships to systems they don’t fully trust,” Nel said. “leaders are moving carefully: the opportunity is real, but protecting trust matters more than moving fast.”
The report also addresses the apparent stagnation in digital revenue growth, which has plateaued at around 31 percent over the past few years. While this might suggest a “ceiling” for digital subscriptions, the report argues it’s more indicative of a maturing market.
“It’s less a ceiling than a pause – a sign that first-generation digital models are maturing,” Nel explained. He referenced Rupert Murdoch’s early argument for paywalls, stating that the logic – that fewer reliable subscribers are preferable to chasing scale with no revenue – is now widely accepted. However, he also acknowledged that digital subscriptions have inherent limitations.
“Globally, the majority of people still do not pay for online news. In South Africa, for example, only around one in ten say they do,” the report points out. Factors such as lack of trust, limited affordability, and a perceived lack of value contribute to this reluctance.
The report suggests that future growth will depend on innovative bundling strategies, differentiated value propositions, and deeper audience engagement, rather than simply acquiring more subscribers. It also raises a fundamental question about the sustainability of relying solely on reader revenue, given that the wealthiest 10 percent of the global population holds the vast majority of global wealth.
Finally, the report highlights the increasing importance of “other” revenue streams – income from non-traditional sources like events, partnerships, and B2B services. These sources have nearly doubled since 2021, jumping from 13.2 percent to 25.4 percent of total revenue.
This shift reflects a recognition that publishers possess valuable assets beyond content, including trust, expertise, and convening power. Monetizing these assets through diverse activities can reduce risk, smooth volatility, and provide publishers with greater strategic flexibility. “It’s not about finding a silver bullet. it’s about building a broader base,” the report concludes.
