Introduction

In an era of near constant disruption, media brands face a new reality: audiences, consumers, and customers expect more.

People interact with content anytime, anywhere, across an expanding range of platforms and formats, demanding greater relevance, utility, and trust from the brands they choose to engage with.

Alongside this, the media landscape is shifting rapidly. The rise of the creator economy has redrawn the competitive map. Websites, once the foundation of digital strategy, are losing audience share as discovery increasingly moves to social, algorithmic, and AI-driven channels. Meanwhile, consumer expectations continue to evolve, placing new pressures on media organisations to adapt.

This report cuts through the noise to focus on what truly matters: understanding what people trust, value, and act upon, offering clear provocations for how media organisations must evolve to meet these demands.

Today, a strong brand is more important than ever: a trusted community for consumers navigating a crowded marketplace. Personality, relevance, and utility are the new foundations for success.

Winning media organisations will be those that move beyond channel and revenue silos, build customer-centric experiences, and create vibrant community ecosystems connecting content and product. Multi-revenue strategies, peer-driven networks, and clear investment in tech and product innovation will define the next generation of media success.

Amid radical change, human needs remain reassuringly consistent. People continue to seek helpful, trusted editorial, distinct points of view, and communities where they can connect meaningfully. Peer-to-peer networks are rising, creating deeply invested audiences who act as contributors as well as consumers. Offline products, such as print and events, also retain powerful brand-building roles in an increasingly digital and privacy-conscious world.

Blending fresh insight, real-world case studies, and forward-looking provocations, this report explores how media brands can rethink, adapt, and thrive in the face of unprecedented change.

For more information about the report or PPA membership, please get in touch via info@ppa.co.uk