Advertising is shifting away from professionally produced news content, with user-generated content (UGC) set to attract more ad revenue than news publishers and broadcasters by 2026. This reflects brands' growing discomfort with hard news and the increasing use of keyword blocklists, which limit monetisation opportunities for trusted journalism.

WARC’s Global Ad Trends report highlights that while newsbrands drive stronger business outcomes – including an 88% uplift in profit growth when ads run in trusted environments – ad spend continues to decline. Newsbrand advertising is forecast to fall to $32.3bn in 2024, down 33% from 2019, with magazine ad spend also in steep decline.

Despite strong audience demand for serious news, brands are increasingly opting for softer content and creator-led platforms like TikTok and podcasts. To remain competitive, publishers must focus on first-party data, diversify revenue streams, and demonstrate journalism’s commercial value. Notably, India’s print sector continues to defy global trends with ongoing ad growth.