The State of Journalism

Mapping the Next Era of Journalism

In an age where anyone can post and everyone has an opinion, what does journalism mean to audiences now? And how do media, marketing, and comms professionals make sense of the new dynamics shaping how people access, share, and trust the news?

Pulsar's State of Journalism campaign unpacks these questions through a multi-part research series that uses social listening, audience analysis, and narrative mapping to understand journalism in the platform era. From TikTok news creators to podcast explainers and investigative exposés that ripple across networks, we explore how people experience journalism now—and where it's heading.

Our angles on journalism for audience intelligence

Find below all of Pulsar’s written research exploring the state of journalism today. Each study investigates how news travels, how it’s perceived, and how audiences engage with it across formats—from short-form video to investigative reporting. Whether you work in media, PR, policy or research, these insights reveal how journalism is evolving and what that means for building trust, authority, and attention today.

1. Breaking News on Portrait Mode: Short-form Video & News

What does journalism look like on TikTok?
We analyze citizen journalists and media brands using vertical video to build new habits and loyal news audiences.
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2. Journalism as Brand Equity

Can journalistic quality build brand value?
This study shows how outlets like Bloomberg and NPR are perceived by audiences as trusted civic tools or decision-guiding resources
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3. Some Scoops Travel Further Than Others

What makes an investigation stick?
Mapping three high-impact investigative stories across platforms to show what boosts visibility, longevity, and engagement.
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4. Journalism is... What? Audiences Weigh In

How do people define journalism today?
We explore over 1.2 million "Journalism is..." posts to surface four dominant narratives: death, bias, necessity, and crisis
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5. In Depth, On the Go: Podcasts & Journalism

Where do podcasts sit in the news cycle?
Podcasts are where analysis happens. This piece maps how podcast formats extend the life and reach of news topics
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6. Local Journalism Isn't Dead – It's Evolving

Who actually listens to local news now?
From football fandom to Substack newsletters, local news is being redefined by unexpected audience alliances
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Events in the series

To accompany our written research, we hosted a series of events and webinars to open up the conversation and engage the wider community around journalism’s changing role. From panel discussions with global media leaders to in-depth walkthroughs of our findings, these sessions offered a space to debate, unpack and connect with the themes driving audience behaviour today. Find out more below.

Journalism in the Platform Era

On 13th November 2024, Pulsar and Vuelio brought together a room of journalists, strategists and media professionals at The Trampery, London, to explore how journalism is evolving in the age of platforms, audiences and AI.

Takeaways from our event featuring CNN, BBC, The Economist, and LSE on the future of journalism, trust, TikTok and subscription models.
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The New News Audiences

The role of journalism is being reshaped by digital platforms, creator culture, and shifting public trust. In an era defined by TikTok, YouTube, podcasts, and algorithm-driven discovery, traditional media institutions no longer control the flow of news. 

Watch back our webinar with Davide Berretta (VP of Brand, Pulsar), Alex Bryson (Head of Content Marketing, Pulsar), and Phoebe-Jane Boyd (Content and Comms Manager, Vuelio) as we reveal our findings, and to discuss what the shifting landscape means for the brands, organizations and individuals entering it.

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How can I learn from these insights?

These studies capture and interrogate the evolved media landscape, to provide actionable insights for:

• Media and newsrooms navigating trust, reach, and platform shifts
• Comms, PR and brand teams monitoring risks, attention, and reputation
• Policy and research organisations trying to understand media influence
• Anyone interested in how the ways we receive and interact with the news has changed – and the implications this has for society