Traditional news organizations are reassessing production, distribution, and talent strategies within journalism as the creator economy increasingly competes for audience attention and talent, according to new research from the Reuters Institute for the Study of Journalism.
A survey of 280 digital leaders across 51 countries found that 70% of publishers are concerned that creators are drawing time and attention away from their content, while 39% worry about losing top editorial talent to platforms that offer creators greater autonomy and, in some cases, higher financial upside.
The findings suggest publishers are responding less by resisting creators outright and more by experimenting with hybrid approaches that incorporate creator-style production, distribution, and audience engagement.
Publishers Adopt Creator-Oriented Approaches
According to the report, three-quarters of surveyed publishers (76%) plan to encourage journalists to behave more like creators in 2026. This represents a shift away from strategies that historically prioritized a collective institutional voice over individual identity.
“The rise of creators has pushed us to think more deeply about voice, authenticity, and direct audience connection,” said Maria Lorente Estrada, AFP’s bureau chief for Latin America, in comments cited in the report. “Rather than seeing them as competition, we’re learning from their agility and experimenting with more personality-driven formats.”
Publishers described multiple ways this shift is taking shape. Half of respondents (50%) said they plan to partner with creators for content distribution, while 31% intend to hire creators directly, often to manage social media accounts or produce platform-specific content. Another 28% reported exploring creator studios or joint ventures.
Several publishers highlighted in the report have already begun testing these approaches. The New York Times has introduced a curated vertical video feed featuring creator-style content within a new Watch tab, with branded content expected to follow in early 2026. Wired is working to build its best-known writers into recognizable platform personalities. The Daily Mail has launched DMG New Media, a unit of roughly 60 creators, designers, and video editors focused on developing vertical social channels spanning entertainment, gaming, and personal finance.
Video Becomes Central to Publisher Strategy
The research indicates that publishers are increasingly prioritizing video-led platforms associated with creator growth. YouTube ranked as the top platform focus for 2026, posting a net priority score of +74 (the percentage-point difference between respondents planning to increase versus decrease effort), up 22 points from 2025. TikTok (+56) and Instagram (+41) followed.
By contrast, publishers reported reduced emphasis on Facebook (-23), X (-52), and traditional Google search optimization (-25). Overall, 79% of respondents said increased investment in video would be important in the coming year, while 71% also plan to expand audio formats such as podcasts.
The Reuters Institute notes that these shifts appear tied less to format experimentation alone and more to changes in how audiences discover and engage with news, particularly on platforms where creators already command attention.
New Creator Partnership Models Take Shape
The report also outlines emerging collaboration models that differ from traditional newsroom employment structures. Many involve revenue-sharing agreements designed to attract established creator talent while allowing publishers to provide infrastructure, sales, and distribution support.
Vox Media, for example, has been signing creators from streaming- and podcast-first backgrounds, offering support across production, marketing, live events, and ad sales. Recent podcast agreements with Kara Swisher and Scott Galloway were described in the report as multi-million-dollar revenue-sharing deals weighted toward the talent.
In the UK, the Independent appointed YouTuber Adam Clery as creative director while allowing him to continue operating his football channel under a co-branded model. The Financial Times has launched its first Substack newsletter for Alphaville, framing it as an additional distribution channel rather than a replacement for existing products.
Implications for Brands and Advertisers
The Reuters Institute findings suggest the publisher shift toward creator-style content may also have implications for brand marketers. The Interactive Advertising Bureau estimates that U.S. creator advertising spend reached $37 billion in 2025 and is projected to grow faster than the broader advertising industry.
Publishers surveyed said they see potential to offer brands what one respondent described as “a creator-like offer, backed by the credibility of a traditional news organisation.” Such positioning is viewed as a way to combine creator-style engagement with institutional brand safety and editorial standards.
At the same time, the report highlights structural challenges. The Washington Post’s experience with TikTok personality Dave Jorgenson is cited as an example of the risks involved in building individual brands within institutional frameworks. After Jorgenson left to launch his own operation, engagement on the Post’s Universe YouTube channel fell rapidly, while his independent channel continued to grow, according to data referenced from Rival IQ.
“We are currently developing guidelines for our journalists who wish to operate as individual creators,” said Ivaylo Stanchev, editor-in-chief at Capital in Bulgaria. “Our goal is to clearly define the boundaries to avoid conflicts of interest and potential reputational risks.”
Trust Shifts Toward Individual Voices
Beyond format and distribution, the report situates creator growth within broader changes in audience trust. A poll cited in the research found that a majority of U.S. teenagers associate journalism with terms such as “fake,” “lies,” and “bias,” attitudes the authors note are not confined to younger audiences or to the United States.
The report observes that these dynamics are contributing to a wider trend of public figures bypassing traditional media altogether. California Governor Gavin Newsom has launched a podcast that has attracted national attention, while UK Green Party leader Zack Polanski became the first sitting leader of a British political party to host a regular podcast.
Strategic Choices Ahead
The Reuters Institute concludes that publishers may increasingly face what it describes as a “barbell effect.” On one end are distinctive, personality-driven forms of journalism built around individual voices and direct audience relationships. On the other are automated, scale-based approaches optimized for efficiency and reach.
Strategies that sit between those poles – generic institutional news without strong differentiation or scale advantages – may become harder to sustain, according to the report.
Image credits: Reuters Institute
The full report is available here
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