Trend summary 2022

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@ezraeeman
A selection of trends for media
by Ezra Eeman,
Mediahuis Change Director
>>2022>>

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How trends and evolutions impact what we do.
audiences
media
offer & services
needs & behaviours

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How trends and evolutions impact what we do.
audiences
media
offer & services
needs & behaviours
Technological
Evolutions
Economical
Climate
Industry
Dynamics
Policy
& Regulation
Financial
Reality
Technology
Adoption
Socio-Cultural
Value Shifts
Moral & Ethical
Constraints

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I
I
#trends2022
Pandemic
Life
Adapting to a new reality
Image:
Jessica
Olah

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Back to normal might never happen
On average globally,
almost 40% of “COVID
remote workers” expect
returning to their pre-
COVID work routine will
take at least six months
or more, 18% don’t think
it will ever go back to
how it was before.
Source: Ipsos
July 2021

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Newsrooms shift to hybrid & distributed work
As a respons to the COVID-19 crisis, newsrooms have quickly had to reconfigure how they operated. Hybrid
working will be the norm for many journalists in the future and some organizations (e.g Quartz) decided to become
fully distributed. Helpful resources like the ‘Distributed Newsroom Playbook’ show how it can done.
Source: Reuters Institute & Fathm Distributed Newsroom Playbook

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Covid-19 news fatigue is real
A key challenge for the
news media this year is
to re-engage those who
have turned away from
news.
Different surveys have
shown a fatigue from
pandemic news all
throughout the
population.
Source: Reuters Institute

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Mental health: young people more affected
.
After nearly two years of
pandemic life, Gen Z
points to COVID-19 as a
significant source of
stress that is getting in
the way of them pursing
their social, educational,
and career goals.
Source: AP/Norc
Dec 2021

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Mental health: near breakdown in the newsroom

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#trends2022
Wallets
& Eyeballs
The war for attention escalates
Image:
Katerina
Limpitsouni

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Publishers push ahead with subscriptions
Publishers plan to push
ahead with subscription
or membership
strategies this year, with
the majority of those
surveyed by the Reuters
Institute (79%) saying
this will be one of their
most important revenue
priorities.
Source: Reuters Institute
Jan 2022

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But consumer attention is stretched
For the average American multitasking leads to 32 hour day. Over 13 hours are spent using technology & media and
this expected to grow by another 20 minutes in 2022.
Source: Activate Consulting & WSJ – Activate Outlook 2022

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And wallets & eyeballs are a finite resource
There is only so much content we can
watch, read and listen & there is a limit
to the amount consumers are prepared
to pay for news.
Subscription fatigue might set in and
publishers will need to explore
complimentary revenue streams.
Source: Innovation in Media World Report 2022

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I
III
#trends2022
Crypto Makes
the World
Go Round
From hype to broader adoption

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Cryptocurrencies might see broad adoption in 2022
According to mobile analytics firm App
Annie crypto-trading apps are a
significant driver of increased mobile
sessions for all generations. For Gen Z
they project 155% from 2020 to 18.9B
sessions in 2022.
Source: App Annie – Mobile Forecast 2022

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Even if most consumers remain hesitant

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Publishers explore crypto-subscriptions
In April 2021, Time announced it would begin accepting cryptocurrency as a form of payment for digital subscriptions
through a new partnership with Crypto.com. Cryptocurrencies drive down the cost of transferring value and this might
disrupt existing payment solutions. Source: Time

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#trends2022
Journalism 3.0
Experimenting with decentralized media

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Web3: a new paradigm?
Web3 is an idea for a new iteration of the World Wide Web based on blockchains, which incorporates concepts
including decentralization and token-based economics (NFT). New concepts of ownership & value could tap into
consumer behaviors such as collecting, betting and supporting content creators.
Source: Benedict Evans – Three Steps to the Future

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NFT’s: The new token-based economy
NFT’s or Non Fungible Tokens have exploded onto the scene, with total sales exceeding 8B$ in 2021. As they are
unique block-chain based digital assets they introduce the idea of scarcity to a digital landscape overloaded with stuff.
For media companies they offer the opportunity to new revenue streams via token based access to content.

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NFT’s: An experiment in digital property
Several media companies are exploring the potential of NFT’s as a way to sell news artifacts, images or archival content
as collectibles. Further down the line NFT’s could also be a new way to sell subscriptions, in the form of a token which
not only grants access to content, but also ownership, and any number of rewards.
SCMP - Artifacts CNN - Vault
AP – NFT Marketplace

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NFT’s: Early in the hype cycle
The NFT market is still in it’s infancy. Only a very limited number of people is aware of NFT and even less people
actively use it. As always with new technologies NFT’s might currently be experiencing a speculative bubble.

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DAO’s: A new form of collective
Another white-hot idea are DAO’s, decentralized autonomous organizations (DAO). These are entities with no central
leadership. Decisions get made from the bottom-up, and are governed by a specific set of rules enforced on a
blockchain. Early experiment’s with decentralized publishers or press agencies are seeing the light of day.
Mirror PubDAO

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The rise of the influence journalist
On the back of new technologies &
platforms individual writers, vloggers,
and podcasters are taking control of
monetization. Newsletter company
Substack reached 1 million paid
subscriptions in 2021, representing a
rush of new money into the media
ecosystem, the vast majority of it going
directly to writers.
For publishers the rise of these
‘influence journalists’ might mean
though discussions over revenue share
for popular newsletters and podcasts.
Source: Substack

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V
#trends2022
Games are
the New Mall
How every digital activity
now happens inside games

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Passing the 3 billion milestone in 2022
Looking ahead, the global number of players will pass the 3-billion milestone next year in 2022. This number will
continue to grow at a +5.6% CAGR (2015–2024) to 3.3 billion by 2024. The industry will grow across all major
platforms, with mobile gaming continuing to represent the largest and fastest growing portion of the market.
Source:
NewZoo
Global
Games
Market
Report
2021

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It’s time to think beyond the cliché-image of gamers
Given the importance of gaming it is important for traditional media to better understand gaming behavior and user
needs. People are spending time in games for different reasons and even if young people are a dominant category
new gamers are increasingly older and more female. Source: New Zoo/GWI

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Games are the new mall. A rising number of young people are spending more time inside playing games especially in
those that double as as social spaces. They are a next kind of social platform that fuels deep connections and escapism
in an unique way. Source: Instagram Trend Report
Mobile gamers play to interact, create & relieve stress

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Gaming is the new cinema
Immersive storytelling formats are being sprung from gaming channels. The Dream SMP is an invite-only multiplayer
Minecraft server, created by a group of YouTubers. Within the game they invented a new kind of cinematic universe &
storytelling followed by hundreds of thousands of fans. Source: We Are Social – Trend Report 2022

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VI
#trends2022
Welcome to
the Metaverse
Hard to figure out, hard to ignore

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The Metaverse has started
Mark Zuckerberg’s announcement that Facebook would be changing its name to Meta brought the Metaverse to the
forefront. Heralded as the next phase of the internet it is currently a buzzword for a variety of virtual and augmented
experiences and environments that one day could evolve into an interconnected parallel world.
Image:
Meta

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But we are still figuring out what it is
According to a recent survey from the Reuter Institute just 8% of news publishers is indicating it will invest in creating
new applications for the metaverse such as VR and AR in 2022. But since it has potentially a huge impact on all of our
lives and the broader society on the long term, news media cannot afford to neglect it.
Image:
Time

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Digital activities will become Metaverse activities
Many of the foundational elements are already here. Expect to see an increased number of AR/VR applications
allowing consumer to visualize products and live experiences in their environment or in virtual settings with their
avatars.
Image:
Time

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AR will be more important than VR
VR and AR have the potential to deliver a $1.5 trillion boost to the global economy by 2030. That’s the major finding
of a recent study by PwC economists, with AR predicted to provide the bigger boost. The challenge for this to
happen will be less about the technology and more about cultural adoption. Source: PwC Seeing is Believing

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For media exploration and experimentation are key
The New York Times R&D division started a dedicated track on ‘spatial journalism’. The focus will be on exploring new
storytelling formats in extended, virtual and augmented reality with AR effects, wearables, spatial audio and game
engines. Source: NYT R&D

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New interfaces will open new media experiences
Today, technology interacts primarily with two senses sight and sound. The Metaverse will trigger a search for a full
internet of senses including haptic suits or even devices that use the brain as an interface. The lines between thinking
and doing will blur. Concepts of privacy and integrity will take on new meanings. Source: Ericsson Research
OWO Haptic Game Suit Wisear: Brain Interface

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VII
#trends2022
The New
Video Landscape
Social, short & interactive

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TikTok is set to surpass 1.5 billion users in 2022
TikTok will reach 1,5 billion active users
in 2022, making it the fastest social app
to reach that goal in just 34 quarters.
TikTok’s global rise will inevitably take
attention time and revenue away from
other apps and media activities.
Source: App Annie - Mobile Forecast 2022

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TikTok clones reshape the video landscape
As TikTok is dominating the social video scene, others platforms have followed suit. Publishers indicate they will
be putting much more effort into Instagram (+54%), TikTok (+44%), and YouTube (+43%), even if questions
remain about how and whether journalists and news brands should engage on these platforms. Source: Reuters Institute
Instagram Reels TikTok
Reddit Feed
Snapchat Spotlight

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Social & streaming overtake live tv
Digital video time will continue
to grow and replace television
viewing time. By 2027, Deloitte
Insights expects that social
media will dominate among
younger age groups (under
34).
Source: Deloitte Insights 2021

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#trends2022
Audio
Opportunities
How audio taps into unused media moments

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Audio is the fastest growing media behavior
Audio is projected as the
fastest growing media
behavior adding significant
listening time by 2025, with
consumers increasing the
number of audio services they
subscribe to.
Source: Activate Outlook 2022

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Podcasts are king in the new audio landscape
Source: Activate Outlook 2022/Reuters Institute
Podcast will drive a significant
share of the growth in time
spent with digital audio.
In a Reuters Institute survey
80% of the publishers say that
they will be putting more
resource into podcasts and
digital audio
The low barrier to entry & new
ways to monetize will also lead
to an explosion of individual
creator-led podcasts.

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The battle for the audio customer experience
Publishers & platforms battle to control the full audio customer experience. Meanwhile paid features from Apple
and Spotify open up the market for everyone. As the competition for attention grows publishers will need to
invest in production but also into ongoing audience engagement & community building.
New York Times Audio Facebook Audio Apple Podcast Subscriptions Spotify Podcast Subscriptions

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Audio offers new opportunities to experience news
text-to-speech audio versions
of articles drive new news
habits.
Live audio (Clubhouse, Twitter Spaces) is less of a
hype but still engages audiences with a social,
conversational layer to news. These hard to control
environments come with new challenges of content
moderation.
Image: WSJ Image: CNN

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I
IX
#trends2022
The Data
Conundrum
Understanding users in a cookieless world

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The cookieless future has been delayed
Over the last three decades, tracking cookies have helped facilitate the growth of an online
advertising market currently worth $478bn. As of 2023 cookies will no longer be supported by Google.

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Publishers become first-party data miners
Publishers are experimenting and exploring solutions (e.g: contextual advertising, unified ID’s,
cohorts,…) and building their own first-party data lakes.
Pivotal, The New York Times
new first-party data
advertising service.
Ads & Data, the new national advertising management
agency of Telenet/SBS, Mediahuis, Pebble Media and Proximus
Skynet, combining strong local and international media brands
with the power of a high-quality data selection
Nucleus, the new cross-brand first-party
data platform by News Uk

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Consumers expect more privacy & less friction

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#trends2022
AI
For All
Increasing computing power
in the hands of everyone

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A stands for Automation
85% of publishers in this year’s Reuters Institute survey say that AI will be very or somewhat
important in delivering better personalisation and content recommendations. 81% see AI as
important for automating and speeding up newsroom workflows. Source: Reuters Institute

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Small newsrooms are also embracing AI
Training courses and specific initiatives like to “AI Academy for Small Newsrooms” by LSE & Google
help bridge the gap between big publishers and small newsrooms, ensuring that everyone can
benefit from artificial intelligence. Source: LSE

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Growing number of tools for a drastic new workflow
Ideation Creation Publication
Ject.AI recommends
new story angels &
different voices
United Robots shapes
data into automated
articles.
Sophi automates the
curation of the homepage
outperforming humans

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XI
#trends2022
Reality
In Danger
What happens if we can
no longer believe our eyes?

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This person doesn’t exist
Ever advancing deepfakes
and synthetic media usher
in a new era where images
can no longer be trusted at
‘face’ value. The future is no
longer about fact-checking
what is fake but proving
what is real.
Image: https://thispersondoesnotexist.com

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The battle against misinformation is uneven
The growing number of fact-checking initiatives,
fueled by Google, Facebook, and nonprofit
foundations is no match for the volume of
misinformation generated every second.
Disinformation campaigns used to require a lot
of human effort, but artificial intelligence has
taken them to a whole new level.
Deepfake Maker Duke Reportes Lab Fact-Checking Sites Map

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Media are seen as part of the problem
There were over 8 million results of misinformation in online conversations since the beginning of
2021. The visual above plots mentions of misinformation alongside various industries over time.
Media (dark blue) continues to grow in this respect.
Chart: Talkwalker Consumer Intelligence
Source: Hubspot Trend Report 2022

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Technology can also help fight misinformation
t
By providing provenance information,
publishers can increase confidence in
their content. For example: new
technologies like blockchain make it
possible to store contextual
information about news photos that
help users to understand if they are
credible.
In 2022 newsrooms will also invest in
cutting-edge methods for uncovering
the truth.
Image: News Provenance Project
Source: NiemanLab Predictions 2022

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#trends2022
Journalism
With A Cause
The end of both-side-ism

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Moving beyond false balance
In a media ecosystem besieged with misinformation and polarizing rhetoric, what the news media
chooses not to cover can be as significant as what they do cover. In 2022 expect journalist to
challenge ‘reporting both sides’ and taking a stance for democracy and it’s values
Image: Duncan Hull Image: Alex Milan

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Covering the climate crisis better
The news industry remains uncertain about how to deal with the complex and multi-faceted story of
climate. New programmes like the Oxford Climate Journalism Network help journalists and editors
develop their coverage of climate change.

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Newsrooms explore system thinking reporting
Faced with complex issues like the Covid-19 pandemic, climate change, global migration and income
inequality to name a few, journalists are exploring system thinking as a way to move beyond isolated
news stories and connect patterns & structures that drive events.

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#trends2022
True
Colors
Soulsearching over diversity & inclusion

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It’s still a long road to true diversity
Newsrooms have a long way to go to address DEI. Only 22% of the 180 top editors across the 240
brands covered in a recent Reuters Institute survey are women. No clear data is available when it
comes to political, ethnic or other diversity. Source: Reuters Institute

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Tracking representation
Producing stories and shows that more accurately reflect society as a whole will be a continuous effort
for newsrooms that want to take DEI seriously.
Image: NPR

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The influence of influencers
4 out of 5 young people agree that
social media and other online
celebrities have more influence on
culture than traditional celebrities
(like actors).
This generation is looking for
authenticity, deeper connections
and value-driven content.
Source: Instagram Trends Report/We Are Social

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Moving beyond algorithmic perfection
Chart: GWI Zeitgeist 2021

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#trends2022
Key
Questions
How to start a dialogue about these trends
Image:
Futures
Cone
adapted
from
Joseph
Voros

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Questions
• Who/what is the ‘driver of change’?
• How does this trend shape the wishes, needs and expectations of the audience?
• Hoe does this trend shape the way you work and deliver value?
• How might this trend substitute what you do?
• Does this trend offer new opportunities for partnerships and collaborations?
• How does this trend inspire?
• What innovation does this trend allow?

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@ezraeeman
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Trend summary 2022

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