02 December 2025 · 6 min read

My Media and Journalism Predictions for 2026

Predictions for media and journalism in 2026 covering creators, vertical video, AI search optimisation, brand, leadership and regulation.

Each year I wait to get a call from Niemanlab, but I never do. So to ease the disappointment I have forthwith detailed my SEO, media and journalism predictions for 2026.

Newsrooms will enlist more creators

Even though newsrooms across the world are engaging more with creators, in some sectors it’s still rather piecemeal. A creator is an algorithm specialist after all, so let’s learn from them.

More and more audiences are becoming less media literate, and as an industry, we are notoriously bad at communicating the value of our journalism. So let’s gather around independent news creators who are out there trying to filter the noise for their audience.

Publishers launch more vertical video hubs

If you’re trying to grab readers away from TikTok then that’s never going to happen, but if you want to try and create that scroll deep experience to boost engagement, this tactic seems like a no-brainer.

More brands will swing towards UPVs

I wonder how long page views will remain as a primary metric as the revenues generated by display ads continue to fall. Surely, the more rewarding metric is loyalty defined by how many pages an individual consumes per visit?

Podcast will continue its ascension

Podcast listening continues its meteoric rise and more brands are moving into this sector than ever before.

More exclusive video will go behind paywalls

More publishers may follow the Economist example of putting more exclusive videos behind a paywall. The trick in 2026 will be to create a greater sense of FOMO.

AI Search Optimisation will become clearer

Whatever you want to call it - LLMO, GEO, AEO, AIO or just plain SEO - communication around this area has been a mess. In 2026, I think the industry will more or less agree that both SEO and LLM optimisation activities can live happily together.

A renewed focus on brand

As Google referral challenges continue, I wonder how many brands will step back and rethink how to inspire their teams when working in such uncertain conditions.

Good Leadership will blossom

We are living both politically and digitally in uncertain times so this is the time for great leadership to shine. Nurturing strong leaders in our newsrooms is just as important as developing the technology to engage our audience.

AI Regulation - but when?

Regulation and compliance will be key themes when it comes to AI misinformation in 2026 - but there may be delays in anyone actually doing anything about it.