It’s time to take another look at some of the noteworthy discoveries resulting from The Future of Audience and Revenue study, from Futuri and SmithGeigerGroup. 

In my last post, we introduced you to the key discoveries that came about from this study. Media consumers and their needs are evolving – and if news outlets and content creators want to keep up, we’d better evolve too.

In this post, we’ll be taking a look at what exactly the modern audience expects from their media experience in 2021 and how you can prepare to meet those needs. Don’t worry–these aren’t unattainable goals. They just take a little planning and effort. 

Three Ways to Adjust to the Change in Audience Expectation

Cultivate Trust

What do CNN, PBS, and Newsmax all have in common? Less than 50% of the 2,000+ responders in our study respondents considered these “mainstream” media sources as trustworthy institutions. That number steadily declined along with the age of American media consumers, dropping beneath 25%.

From this, one thing is clear: today’s media consumers are looking for someone they can trust. 

…So where are people looking for content they can trust? We’ve concluded the talking heads at big institutions are out, and local news providers are in.

Find the Right Content

That leads us to another question: how can content creators source new content that’s sure to grab a consumer’s attention?

Futuri’s survey revealed that social media is key. Content creators need to make the most of social media in their bid to reach consumers, and it isn’t enough to rely on rates of usage. We all have that one relative who takes those clickbait articles on Facebook as the gospel truth. This means it’s important to sort the wheat from the chaff.

It’s good news, then, that we’re seeing an increase in the development of tools aimed at making this process faster and easier. Futuri is ready to answer this demand with its AI-driven content discovery tool, TopicPulse. Whether you’re looking to reach audiences through traditional communication methods like radio or television, or producing digital content, TopicPulse provides a platform you can use to get your specific audience just what they’re looking for. This tool lets users sort news from both big studio creators and local producers, ensuring that it meets consumers’ needs across the board.

Social Media is Key

Since the modern audience has changed, content creators need to change the way they reach their audience, too – and there’s no way to do that without embracing social media!

The best way to do this is to be willing to invest in social and digital platforms. This is going to require a lot of hard work and investment, but it will be well worth the effort.

We rolled up our sleeves and really dug into social media for the Future of Audience and Revenue study, so please contact Futuri or visit the study’s page to learn more. 

A New Dawn for Media Companies

The days of channel surfing are gone. Audiences know what they want, whether they’re listening to podcasts or streaming their favorite show, and there are a LOT of options.

But fear not! While the breadth of different media channels may seem a little daunting for your company at first, it also presents an opportunity for unprecedented growth. All that’s required is a commitment to finding opportunities for success and being willing to invest in them.

Luckily, Futuri is here to help. From some of the best tools for radio, television, and digital publishers to a deep look at where the future of the industry lies, we’ll support you and your company’s growth.