Broadcast Media Trends To Look Out For

From fake news and AI to shifting social media strategies, broadcast is an industry in constant flux. With our recent 2025 Broadcast Trends Report, we’re here to offer a bit of stability—and an insight into the broadcast media trends to look out for in 2025.

Broadcast media will take the fight to fake news

There can be no doubt that trust in media is diminishing, with 1 in 4 adults not fully trusting any major news source. Instead, an increasing number are relying on other primary news sources, with 17% going to social media first, and 8% turning to podcasts. As awareness of the way algorithms work grows, however—and the echo chambers they can create—other people’s trust in broadcast media and the way it vets stories has solidified. In fact, our research revealed that the majority of those who do still have faith in major news sources place their trust in broadcast. 

As AI drives further misinformation—particularly worrying given developments in its ability to forge videos and photos—broadcast media could be a bulwark against this, especially here in the UK. The role of Ofcom and public funding for news coverage provide a sense of balance and objectivity to broadcast news, as well as the resources necessary to identify fake news, undertake proper research, and provide timely rebuttals.

Broadcast and social media will become more integrated

Once the primary way many people received information, broadcast has increasingly had to compete for space, and seen a demographic shift as younger people turn to social media.. However, broadcast media is becoming increasingly integrated with social media, as the expectation that broadcast professionals will be ‘social media natives’ fully embeds itself.

This is not a transformation of broadcast media into social media, but an adaptation, delivering broadcast content with its unique values and qualities to a wider audience. It’s an opportunity to carve a niche within the social media landscape as a destination for trusted news amid the uncertainty, fear and rumour that pervades much of the landscape – not by proclaiming superiority, but by using the profile of legacy brands to engage with people on these platforms, bring influencers into the fold, and create native content that delivers engaging content driven by good research and high production values.

Some outlets like Talk TV have opted to go entirely online, and platforms such YouTube and Facebook have also grown massively in terms of news consumption among the adult population. The future appears to be one where the best broadcast media will be cross-media, telling stories that natively span different platforms, with broadcast original content informing social media content, and original social media content feeding back into broadcast. The development of social media skills among broadcasters should help with this, melding the two together more seamlessly, and helping to find the best avenues and opportunities for storytelling in both worlds.

Representation will continue to be a focus

There has been much political discussion about representation recently, and the extent to which diversity initiatives in particular are desirable or necessary. But representation continues to play a valuable role in news, not just in terms of the diversity of voices, but also the diversity of expertise. An increasingly complex and varied array of news stories demand more representative spokespeople—lending knowledge, authority and credence to stories. 

Diversity also presents a point of interest for viewers, regardless of whether they identify with a particular expert or presenter. A different voice or face than you might expect on an issue can cause you to pay more attention and tune in, rather than tuning out when you see the same kind of expert you’ve seen talking on an issue before. It’s this natural point of variety that broadcasters will look to improve as much as the logical and moral arguments of providing opportunities for different people and perspectives.

Race and gender representation are a relevant factor in offering this expertise and insight, and continue to be difficult for broadcasters to source, but class representation is also important. As highlighted by Simon Feldman at our report launch event, class is an often overlooked aspect of diversity. It’s a particularly visible part of organisations such as the BBC, as they seek to represent more of the country, boosting their popularity and long-term survivability in the face of potential funding shortfalls, and changes to the license fee.

Podcasts present a growing challenge—and opportunity

98% of broadcast journalists believe that the popularity of podcasts is going to match the

appeal of live broadcast in the years to come. Yet despite this, a whopping 78% of PRs have no podcast strategy. In light of this, 2025 could be the year when brands finally commit to podcasts, and decide whether to partner with an existing podcast or create their own. 

In both cases, it’s important to figure out who you want to partner with to achieve that. The talent and presentation of the presenter( or presenters) is a major factor, both in terms of the audience they can bring and the latent respect they provide. Despite the fear that podcasts are reaching saturation, this is exacerbated by the number of half-hearted podcasts that do not identify the right voices to drive engagement and reach, or meet a high enough level of quality or consistency to have the best chance to succeed. 

The reality is that there continues to be space for podcast growth, and this is an area where broadcast media can bring a lot to the table. The success of BBC Sounds original podcasts demonstrates this—showing how a combination of broadcast expertise, equipment, resources, research, and curation can elevate the quality and popularity of podcasts.

Podcasts will also start to be a more common destination for reliable news coverage, allowing for greater depth than can be achieved on broadcast news, or even in more in-depth radio programming. They also play a unique role in terms of passive listening, reaching people at times when they could not otherwise consume a lot of broadcast content, such as while driving or doing household chores etc. This is particularly valuable in terms of advertising and sponsorships, given that many people may listen through an ad read instead of pausing what they’re doing to skip forwards—particularly if the ad read is integrated in an entertaining or engaging way.

Expect the unexpected

The election of Donald Trump as U.S. president promises another tumultuous year in terms of news coverage. This may not be a boon for the world at large, but it likely will be for broadcasters. Trump is affecting everything from international trade and stock markets, to the wars in Ukraine and the Middle East, to international relationships and the impact those have on domestic politics, both in the UK and continental Europe. 

The US election and others in Europe are also symptomatic of something we’ve seen on social media for some time: a growing toxicity to politics and political arguments. This is something that brands need to be wary of when providing spokespeople for certain issues, or tying some aspect of their brand to them. The weaponisation of certain causes can mean that something seemingly innocuous can become a battleground issue almost overnight. This isn’t necessarily something you can predict, meaning that keeping your finger on the pulse of online discourse and the latest political news is increasingly vital.

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The broadcast media landscape is always shifting, and this year promises to be no exception. As much as 2025 heralds significant changes in the way people consume media, it also offers significant opportunities—to establish authority, rebuild trust, and deliver broadcast-quality content to viewers and listeners across a range of digital platforms.

Interested in discovering more? Our 2025 Broadcast Trends Report surveys the broadcast landscape in detail, applying data from the public and PR professionals to delve into the trends above. Click the link to read the full report, or contact us today.