News as a feature

News consumption has fundamentally shifted from direct visits to publisher websites and apps toward third-party social media and video platforms, marking a transition where news functions as a feature rather than a standalone product. Jim Egan of the Reuters Institute highlights that this structural change is particularly evident among younger audiences who lack traditional news-reading habits. While reader revenue remains stable, growth has plateaued, forcing publishers to prioritize highly engaged "news lovers" and increase average revenue per user. Despite a 15-year low in general trust toward news media, individual brand trust remains resilient. Furthermore, the rise of news creators serves as a complementary force to traditional journalism, as audiences increasingly integrate these voices into their media diets alongside established outlets, challenging publishers to refine their platform strategies to maintain relevance in a hyper-competitive attention economy.