The media landscape has changed radically in the last 20 years because of new technology and citizens’ access to social media platforms. Media companies that used to control most of the news and content, now share the space with independent creators, smaller publishers, and platforms focused on specific audiences.
This decentralisation has opened up opportunities for smaller players to succeed, challenging traditional media companies and paving the way for a more diverse and inclusive space for sharing information. New platforms like Substack, Patreon, WhatsApp, and Telegram have changed how media is created, shared, and funded. They give independent creators a way to reach their audience directly without needing traditional publishers. This allows creators to earn money by offering unique, high-quality content to people who are willing to subscribe.
Take Emily Atkin, for example. She founded Heated, a newsletter about climate issues on Substack. By charging subscriptions, she built a successful business while staying in full control of her content.
Similarly, Matt Taibbi runs TK News, a platform for investigative journalism. Instead of relying on ads, his work is funded directly by readers, allowing him to focus on important stories without outside influence.
South Africa’s digital content creation market is expected to grow significantly, reaching a revenue of $1.05 billion by 2030. The market is predicted to grow by 13.2% each year between 2025 and 2030.
The 2024 Reuters Digital News Report highlighted a shift in the media landscape, with the public turning to different platforms for content. Many of these platforms are moving away from news, focusing more on other creators. As mass referrals from social media decline and competition grows, journalists and publishers will need to work harder to capture attention and convince people to pay for news.
WAN-IFRA has stressed the need for journalists to adjust to the changing media landscape. In addition to new business models, journalists must continue to adapt to the changing media landscape by embracing social media as a tool, rather than a threat. While social media platforms have contributed to the erosion of traditional revenue models, they also provide journalists with powerful platforms to reach new audiences, share breaking news, and engage with the public in real time.
The decentralisation of media gives independent creators and smaller players a great chance to grow in a fast-changing world. By using new platforms, targeting specific audiences, and trying fresh business ideas, media professionals can succeed while keeping quality journalism alive.
In this new era, storytelling is driven by those who are ready for change and to be creative. As traditional media loses control, the industry becomes more open, diverse, and able to represent a global audience to connect with content in their own way.
