among senior-level editorial, commercial or products professionals in traditional or digital publishing companies across 51 countries
Method of interview
Online survey
Supplementary notes
Original question: "News brands are increasingly seeing personalities/individuals setting up on their own as substackers, podcasters, or YouTubers. What initiatives, if any, are you thinking about in response? Please select all that apply."
Multiple answers were accepted.
Surveyed countries included Australia, New Zealand, Philippines, Vietnam, Japan, India, Indonesia, South Korea, South Africa, Kenya, Argentina, Uruguay, Brazil, Colombia, Mexico, Egypt, United Kingdom, United States, Germany, Spain, France, Austria, Finland, Norway, Denmark, Netherlands, Poland, Hungary, Slovakia, and others.
Citation formats
Planned publisher initiatives in response to content creators 2025
According to a global survey conducted in 2025, around ** percent of respondents stated that they planned for their journalists to act a bit more like content creators, opting for personality-based strategies online. Another common plan was to partner with existing creators for improved distribution.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Reuters Institute for the Study of Journalism. (January 12, 2026). Leading planned initiatives by publishers in response to rise of online content creators worldwide as of December 2025 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1654047/publisher-initiatives-in-response-to-content-creators/
Reuters Institute for the Study of Journalism. "Leading planned initiatives by publishers in response to rise of online content creators worldwide as of December 2025." Chart. January 12, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1654047/publisher-initiatives-in-response-to-content-creators/
Reuters Institute for the Study of Journalism. (2026). Leading planned initiatives by publishers in response to rise of online content creators worldwide as of December 2025. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1654047/publisher-initiatives-in-response-to-content-creators/
Reuters Institute for the Study of Journalism. "Leading Planned Initiatives by Publishers in Response to Rise of Online Content Creators Worldwide as of December 2025." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 Jan 2026, /statistics/1654047/publisher-initiatives-in-response-to-content-creators/
Reuters Institute for the Study of Journalism, Leading planned initiatives by publishers in response to rise of online content creators worldwide as of December 2025 ÌÇÐÄÆƽâ°æ, /statistics/1654047/publisher-initiatives-in-response-to-content-creators/ (last visited July 21, 2026)
Leading planned initiatives by publishers in response to rise of online content creators worldwide as of December 2025 [Graph], Reuters Institute for the Study of Journalism, January 12, 2026. [Online]. Available: /statistics/1654047/publisher-initiatives-in-response-to-content-creators/
