Reuters rapport Journalism, Media, and Technology Trends and Predictions 2023 (PDF) laat zien dat Twitter en Facebook/Meta steeds minder gebruikt worden:
Big Tech platforms will also be under pressure this year and not just from the economic downturn. First-generation social networks like Facebook and Twitter are struggling to retain audiences as older people get bored and younger users migrate to new networks like TikTok. Amid this turmoil, there is some hope that the next set of applications will put more emphasis on connections and content that are good for society rather than those that deliver outrage and anger. With huge audiences up for grabs, we can expect (or hope) to see the seeds of something better in 2023 with a host of new networks and models emerging.
Twitter na de overname door de geflipte Musk komt natuurlijk uitgebreid aan de orde. Reuters voorspelt:
Publishers say they’ll be paying much less attention to Facebook (-30 net score) and Twitter (-28) this year and will instead put much more effort into TikTok (+63), Instagram (+50), and YouTube (+47), all networks that are popular with younger people. Increased interest in TikTok (+19pp compared with last year) reflects a desire to engage with under 25s, and experiment with vertical video storytelling, despite concerns about monetisation, data security, and the wider implications of Chinese ownership.
Waar investeren die uitgevers dan wel in? Ondermeer in podcasting:
In terms of innovation, publishers say that they will be putting more resource into podcasts and digital audio (72%) as well as email newsletters (69%), two channels that have proved effective in increasing loyalty to news brands.
Amid the unpredictability of social media, most publishers see investing in podcasts and newsletters as the best way to build a deeper connection with audiences and to encourage them to come back more frequently.
Podcasting, het is duidelijk een groeimarkt:
We may have reached saturation point in terms of the number of podcasts, but not in terms of revenue.