For decades, communications and marketing professionals relied on carefully crafted sound bites and marketing messages delivered through traditional media outlets. But the media landscape has fundamentally changed. Today, digital channels dominate the conversation.
A recent Pew Research Center report found that 71% of adults ages 18 to 29 consume news about local government and politics from social media. In comparison, 75% of Americans 65 and older get local political news from local news outlets. Also, a Deloitte report found that nearly 40% of podcast listeners said they're more influenced by podcasts ads versus ads in other places. These are just a few examples of the shift we’ve made in finding and consuming content—from analog to digital channels.
For business leaders, this shift in media consumption presents an opportunity to reevaluate their approach to marketing and public relations. Legacy media still holds value but prioritizing it over digital platforms limits reach and impact. It’s time to adapt and engage in real, focused online conversations via podcasts, sponsored streaming, social media, or all the above. These channels offer unfiltered, personalized ways to connect with highly targeted audiences, especially younger ones.
This article explains why traditional media strategies are becoming obsolete and how digital media can help your business build trust with existing customers, engage new audiences, and remain competitive in a crowded and noisy marketplace.
The Decline of Traditional Media
Traditional media such as traditional television, radio, and print are experiencing steady declines in audience engagement, especially among younger demographics who prefer on-demand, digital content tailored to their interests.
Declining TV Viewership
Evening news viewership on major networks like ABC, CBS, and NBC dropped to just over 3 million in 2022, down from 4 million in 2016. While cable news channels like Fox News, CNN, and MSNBC saw temporary audience growth during the COVID-19 pandemic, these numbers have since declined, signaling a broader shift in viewer habits.
Shifting Radio Listenership
Weekly listenership of ad-supported radio declined from 89% in 2019 to 83% in 2020 but has since remained relatively stable. Public radio stations had a total weekly listenership of about 8 million in 2022, a 10% drop from the previous year. Instead, consumers turn to digital audio formats like streaming services and podcasts for entertainment, education, and news.
Changing Print News Consumption Habits
Newspaper circulation—print and digital—continues to plummet, with weekday circulation falling to under 21 million in 2022, a 32% decline over five years.
Changing Information Consumption
These declines illustrate the changes in how we consume information today and what kind of information we are looking for. Digital devices are now the most common way Americans get news, with 86% of U.S. adults using smartphones, computers, or tablets for news at least some of the time. 57% of those adults say they consume news on electronic devices often. Fewer adults consume news through TV (32%), radio (6%), and print (4%).
Overall Interest in News is Ever-Changing
While digital news consumption continues to grow, interest in news has fluctuated. The 2024 Digital News Report from the Reuters Institute for the Study of Journalism shows that the proportion of Americans who were "very" or "extremely" interested in news dropped by 19 percentage points between 2020 and 2022. However, interest has been gradually recovering, reaching 49% in 2023 and 52% in 2024. It'll be interesting to see if news consumption drops or interest increases, now that the presidential election cycle has past.
What This Means for Marketers
To connect with your audience effectively, shift your marketing and PR focus from traditional broadcast media to digital platforms. Meet your audiences where they spend their time and with the information, news, entertainment, or education they want. This will ensure your message reaches them in a way that resonates. Let's review two of today’s most popular digital platforms.
The Rise of Digital Media Services
The shift toward digital media is reshaping how audiences consume content, providing both challenges and opportunities for businesses seeking to connect with them. Two of the most influential platforms right now are streaming services and podcasts.
Streaming Services: Meeting Demand for On-Demand
Platforms like Netflix, Hulu, and Disney+ have transformed viewing habits by offering on-demand content tailored to consumer preferences. These platforms provide advanced ad-targeting capabilities, allowing marketers to deliver highly specific messaging.
According to this year’s Digital Media Trends report:
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U.S. households now spend an average of $61 monthly on subscription services.
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68% of consumers pay for a TV subscription or live-streaming TV, often bundling multiple services.
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However, rising costs are becoming a factor. 40% of respondents have canceled at least one subscription in the past six months. This is slightly less than the cancellation rate (44%) in the previous six months.
Podcasts: A Growing Medium for Influence
People are increasingly consuming audio content on the go. Podcasting has become a powerful channel for content consumption, offering entertainment, education, and highly personalized advertising opportunities.
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47% of the U.S. population aged 12 and older listen to podcasts, a 12% increase year over year.
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Weekly podcast listeners now account for 34% of the U.S. 12+ population.
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Online audio overall has exceptionally high engagement among younger audiences: 90% aged 12-34 and 85% aged 35-54.
What These New Platforms Mean for Your Business
Streaming and podcasts are no longer niche; they are dominant platforms for engaging with audiences. Using these channels to create authentic, targeted campaigns will resonate with consumers' desire for on-demand, personalized content. Yet, it’s important to remember accessibility and consumer intent when using these platforms. Let's look deeper into podcasting as a marketing and PR channel.
Maximizing Opportunities on Podcasts
With their growing audience, podcasts offer a chance to reach consumers in an authentic, impactful way.
First, Understand Listener Motivation
Most podcast listeners aged 18 to 29 cite entertainment (75%) and having something to listen to while multitasking (70%) as primary reasons for tuning in. This demographic often uses podcasts to enhance their downtime or make routine activities, like commuting or exercising, more engaging. In contrast, listeners 65 and older are less likely to prioritize entertainment (30%) or background listening (22%). They listen to podcasts that offer educational or informative content. These differences show the need to tailor ads to listener motivations. This will ensure relevance and impact across age groups.
Then, Recognize Why Podcasts Work
Podcasts offer a unique combination of accessibility, intimacy, and targeted reach. Podcasts often integrate advertising content in a way that doesn’t interrupt the audience's experience. This creates a more organic and authentic connection compared to traditional advertising.
The effectiveness of podcast advertising is evident: 46% of weekly podcast listeners report purchasing a product or service after hearing an ad. Here's why podcasts stand out as an effective medium for building brand awareness and driving results.
Targeted Reach
Podcasts cater to niche audiences, making it easier for brands to target specific demographics or interests. For example, How I Built This by NPR focuses on entrepreneurs and innovators, attracting listeners interested in business and startups. Ads on this podcast have helped firms like Mailchimp and Shopify connect with aspiring entrepreneurs.
High-Value Audience
Podcasts attract educated and affluent listeners, making them an attractive platform for brands. Over half (56%) of monthly podcast listeners have annual household incomes exceeding $75,000, compared to 48% of the general U.S. population. Additionally, 49% of listeners are college-educated, offering access to a demographic with strong purchasing power.
Listener Trust in Hosts and Guests
Podcast hosts and guest influencers often have dedicated followers who trust their recommendations. Podcasts have become essential parts of any media pitch list for PR professionals, even more so than traditional TV outlets. For instance, when Kamala Harris appeared on the Call Her Daddy podcast, she attracted enormous attention from both the podcast’s 5 million regular listeners and other media outlets. The same thing happened when President Trump visited The Joe Rogan Experience. These appearances were savvy PR moves that spoke to the power of podcast hosts as influencers.
Authentic Brand Integration
Unlike traditional ads, podcast advertisements often feel like part of the content. Many are host-read or “baked into” the content, making them feel authentic. For example, Squarespace has been partnering with popular podcasts like The Daily and Reply All since 2009, with hosts sharing personal anecdotes about using the platform. According to The New York Times, the Return on Ad Spend (ROAS) has been enormous.
Exclusive Branded Podcasts
Brands are increasingly creating their own podcasts to engage audiences directly. Inside Trader Joe’s offers listeners a behind-the-scenes look at the grocery chain, blending storytelling with brand values. This approach entertains and deepens customer loyalty by creating a relatable brand narrative. The podcast is in the top 0.05% of the most popular shows, according to Listen Notes.
For businesses, podcasts allow brands to engage with audiences in a format that feels personal and trustworthy and can convert listeners into loyal customers. Of course, no conversation about digital media is complete without a discussion on social media.
The Role of Social Media
Social media has become a dominant force in how people consume news, discover brands, and engage with content. With platforms like Facebook, YouTube, TikTok, and Instagram as hubs, brands can connect with audiences in real time.
Social Media as a Source of News
A little over half of U.S. adults (54%) say they at least sometimes get news from social media, with Facebook and YouTube leading the way as the most popular platforms for regular news consumption. Notably, the share of adults who rely on TikTok for news has grown dramatically, increasing fivefold from 3% in 2020 to 17% in 2024.
About one in five U.S. adults (21%) say they regularly get news from news influencers on social media. This is especially common among younger adults: 37% of those ages 18 to 29 say they regularly get news from influencers. News influencers offer independent voices from outside the news media. About three-quarters of news influencers (77%) have no past or present affiliation with a news media organization. For PR professionals, these influencers may be innovative new sources for their media outreach.
The Power of User-Generated Content (UGC)
As consumers grow weary of traditional marketing, UGC has emerged as a trusted alternative to branded content. Authenticity is key: 85% of Americans report that they’d prefer brands to share content from actual customers. Furthermore, 84% say they are more likely to trust a brand incorporating UGC into its campaigns, and 77% would be more inclined to purchase.
While simply viewing UGC on social media feeds is impactful for older generations, younger consumers express a desire to contribute their own content to brand marketing initiatives. To deepen engagement, brands can boost loyalty and repeat buys by incentivizing UGC submissions. 76% of customers in this age group prefer discounts or reward points to motivate them to participate.
Starbuck's annual Red Cup Day resulted from a massively successful UGC marketing campaign encouraging customers to share photos of their holiday-themed drinks, generating thousands of user-submitted posts showcasing real customer experiences. The successful campaign is now a highly anticipated one-day event. Customers get a free reusable Starbucks cup with a seasonal drink purchase. And they continue to share their experiences on social media.
The Rise of Influencer Partnerships
Social media brand influencers, both big and small, help shape many customers' purchasing decisions. Their endorsements and partnerships are often more effective than traditional ads due to their perceived authenticity. About 62% of TikTok users turn to influencers on the platform for product reviews and recommendations.
85% of marketing agencies and brands think that influencer marketing is a highly effective marketing strategy. 83.8% say that the quality of customers they gain from influencer campaigns is better than other marketing types.
However, the key to success lies in selecting brand influencers who align with your brand’s values and target demographics. Choosing the wrong influencer can significantly harm a brand’s reputation. Anheuser-Busch made this mistake when engaging with social media star Dylan Mulvaney to promote Bud Light, causing sales to fall drastically.
In their Digital Media Trends report, Deloitte recently said, "Social media has become a digital "connective tissue" between people, brands, and media." While new digital channels come and go, social media remains a powerful source of organic news, innovative ideas, branded content, and authentic conversations.
The Future of Media
The move from traditional to digital media is more than a trend, it’s a fundamental change in how audiences consume news and information. Understanding your customers’ needs, wants, and preferences is the first step to successful marketing and PR. Embracing the power of podcasts, streaming services, and social media is the important next step. Using these digital channels will enable your brand to remain relevant, build stronger connections with customers, enhance brand awareness, and drive revenue for your business.
Make your business thrive in 2025. Contact the Phase 3 team today to explore how we can elevate your marketing and PR efforts through integrated strategic digital brand messaging campaigns.