Despite a challenging global landscape for news organizations, optimism among industry leaders is surprisingly high, according to a new report released today. The World Press Trends Outlook 2025-2026, published by the World Association of News Publishers (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, a paradox explored in the report based on a survey of 172 respondents from 66 countries. Dr. François Nel, Reader in Media Innovation and Entrepreneurship at the University of Lancashire and co-author of the report, explained that this confidence isn’t rooted in a sudden turnaround in traditional performance indicators.
“Their confidence doesn’t approach from traditional metrics suddenly improving. It comes from no longer relying on them alone,” Nel said. “Many organisations have become leaner, more diversified, and more honest about what success looks like in today’s market.” He characterized the shift as a move away from simply “rowing harder in the same direction” and towards deliberately choosing more sustainable strategies.
The report highlights a significant divergence in projected revenue growth between publishers in developed and developing markets. Publishers in developing markets are forecasting growth of 24.8 percent, more than triple the 7.8 percent expected in developed economies. Nel attributes this disparity to the fact that many developing markets still have audiences that 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,” Nel explained. “Many publishers also avoided the heavy fixed costs of print, giving them more flexibility.” He cautioned, even though, that larger audiences do not automatically translate into revenue, as global platforms continue to capture the majority of digital advertising revenue in these markets.
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 a growing concern, competition for attention is intense, and operating costs are higher. Growth in these markets, according to the report, is focused on defending and optimizing existing business models rather than expanding into new areas.
The report also addresses the implementation of artificial intelligence (AI) in the news industry. While AI is being adopted for tasks that reduce costs, particularly in newsroom workflows, its use in monetisation and audience engagement remains limited. Nel pointed to concerns about trust as a key barrier to wider adoption. “AI isn’t just a technology question. It’s a trust question,” he said. “There’s also growing concern about reliance on large technology companies.”
The report notes that digital revenue growth appears to have stalled at roughly 31 percent over the last few years, leading to questions about whether digital subscriptions have reached a ceiling. Nel argues that this is less a ceiling than a “pause,” indicating that first-generation digital models are maturing. He referenced Rupert Murdoch’s early argument that there wasn’t enough advertising revenue to support online news, a view that has gained traction in recent years.
“Just as there wasn’t enough advertising to fund everyone, there isn’t enough reader revenue in the world to do so either,” Nel stated. He emphasized that sustainable journalism will require a mix of revenue models, including bundling, pricing innovation, and differentiated value propositions.
Another key finding is the growth of “other” revenue sources – income from non-traditional sources like events and partnerships – which have nearly doubled since 2021, jumping from 13.2 percent to 25.4 percent of publishers’ revenue. Nel explained that this shift reflects a recognition that publishers possess valuable assets beyond content, including trust, expertise, and relationships. He noted that this third pillar of revenue can reduce risk and provide strategic breathing room for publishers.
WAN-IFRA members can access the full World Press Trends Outlook 2025-2026 report in the organization’s Knowledge Hub.
