A report published today by the PPA and Enders Analysis tells publishers to prioritise building brands that represent trust, usefulness and community rather than chasing views and clicks through digital channels.

Commissioned by the PPA, the research sheds light on what today’s consumers truly care about and looks at how publishers can maximise their trusted editorial brand assets, to deliver deeper engagement, long-term value, and sustained growth.

Titled ‘Consumers, creators, brands: rewriting the media playbook’ it uses data, insights and real-world case studies to show how the dramatic growth of free online content is leading to fragmented consumption, increased competition for attention and the death of the website.

In order to thrive in this environment, it argues that publishers need to create customer-centric experiences to earn trust and be useful to audiences. This will help them retain audience loyalty and build on their vibrant communities.

The research shows that, despite rising online media consumption, there is growing digital fatigue which offers an opportunity for publishers. More than half of Instagram users would prefer to live in a world without the app, and 33% of TikTok users said the same. Millennials and other young people are also more likely than the over 65s to pay for subscriptions. This shows there is a strong appetite amongst young audience to commit to high-value content.

Consumers increasingly also value utility and convenience, and brands that offer a practical service can attract loyal followers. For instance, consumer brand Which? has provided trusted and reliable reviews for its paid subscribers for 68 years. In a landscape where millions of reviews flood our feeds, it has managed to maintain a strong and trusted identify as a source for reliable and independent.

Sajeeda Merali, CEO of the Professional Publishers Association, said: “Publishers are facing a more complex environment than ever before, where editors, content creators, algorithms, and AI are competing for attention, and traditional structures like websites and search are no longer guaranteed anchors.

“This report produced in partnership with Enders, cuts through the noise, and reinforces to publishers that whilst technology and social shifts have transformed the media landscape, the fundamental human desire for credible, high-value experiences and connection remains constant. The strong and unique communities which this sector has built, has helped it repeatedly navigate disruption, and this report underlines the importance of deepening those relationships. By investing in those communities, publishers can grow with them, building consumer loyalty and long-term resilience.

“With this knowledge, we hope to give PPA members the clarity to shape their strategies, unlock new opportunities and ensure that trusted editorial brands continue to thrive.”

Douglas McCabe, CEO, Enders Analysis commented: “Enders Analysis is delighted to have partnered with the PPA on this 2025 landmark research synthesis. As a starting point to our thinking, we decided to go right back to the fundamentals of people’s behaviour, and capture what they do, what they trust and what they value.

“What we found is that, in reality, people’s behaviour, technology disruption and social change all interlink, creating complex challenges for media companies. Creators compete directly with media, and AI is undermining some long-held norms about the online era leading to the death of the website. However, people’s underlying needs have not changed so radically. People want useful, convenient services that they can trust, especially when the usefulness and trust are enhanced by strong community.”

For more information contact info@ppa.co.uk. Members can download the report here