Authenticity, algorithms and audience dynamics are reshaping trust in media and leading to a fractured era of influence in which consumers are choosing their own media ecosystems.

Our whitepaper, based on original Praytell x YouGov research, identifies the structural changes reshaping media consumption and communication. Key research findings include:

• Emotional Connection Outshines Objectivity: A striking trend shows that emotional and cultural resonance, along with entertaining presentation, are key reasons why a significant proportion of respondents prefer emerging media over traditional media.
• Emerging Media’s Edge: Emerging media appeals to a broad spectrum of audiences because it offers independent, culturally relevant perspectives and is seen as more interactive, creating a bond between audiences and creators.
• Traditional Media’s Enduring Value: Despite shifting consumption habits, traditional media remains a key pillar, outperforming emerging media on trust and authority scores, with journalists rated as “experts” far more than influencers or other content creators. Additionally, traditional media still plays a crucial role in influencing purchase decisions.

But we’re not just laying out the problems—we’ve got solutions. Our Media Innovation Curve framework shows how brands can adapt, blending the best of traditional and emerging media to create genuine, engaging narratives that resonate with today’s audiences.

This isn’t just a report—it’s a roadmap. Whether you’re a brand, marketer or communicator, you’ll find practical insights to rethink, reframe and realign your communications strategies for success.