As this year draws to a close, Newsworks explores five key areas that will help shape and influence the news industry in 2026
Newsworks’ ‘Trends, technology and trust’ report looks at the top themes that will impact the news industry in the year ahead, and what they mean for advertisers.
As news brands continue to lead the way when it comes to diversifying content creation and distribution, 2026 will see video, audio and social media become central to publishers as they continue to innovate, evolve and connect with younger audiences through multiple storytelling formats.
Artificial intelligence will continue to dominate conversations across the industry, though for consumers, AI is very much part of the present. From online shopping to social media algorithms, AI is deeply woven into our daily lives, already transforming how we live and communicate.
There are many benefits – some still beyond our imagination – but innovation must go hand in hand with some caution and indeed, responsibility. The news industry will continue to campaign and advocate for transparency, fair regulation and the protection of intellectual property.
The case against blanket keyword ad blocking will become even harder to ignore in 2026. Despite evidence to the contrary, ad blocking remains a critical obstacle to advertiser investment in news brands – often without their knowledge. We know that publishers are well placed to provide brand-safe, trusted, quality environments. Advertisers that harness them will reap the rewards.
From a consumer point of view, ‘chaotic’ is the word that sums up their feelings for 2026. However, 75% agree that journalism helps them make sense of the volume of information online. In a complex and fast-changing world, it is clear that quality journalism has an increasingly important role to play.
We’re very lucky to have such a vigorous, independent and free press. But that freedom is fragile. Not everyone around the world enjoys the same privilege, and our rich news landscape risks being eroded by complacency.
If journalism truly matters, agencies and advertisers have a crucial role to play. It’s time to move beyond talking about supporting journalism – and start investing in it.
Download our ‘Trends, technology and trust’ report here.
