A new survey has shed light on the evolving challenges facing the media industry, with concerns over generative AI, newsroom closures, and disinformation dominating discussions.
The Medianet 2025 Media Landscape Report reveals that while AI adoption among journalists remains slow – 63% report never having used AI tools – concerns about its influence are growing. More than 500 journalists were surveyed.
Nearly nine in ten (88%) respondents worry about AI’s impact on journalistic integrity, up from 79% in 2023, while 16% say they have already witnessed job losses tied to AI integration.
“While some journalists acknowledge the need and inevitability of these changes, the vast majority are struggling to adapt and fear what these changes might mean for them, their industry, and the implications for our society,” says Medianet managing director Amrita Sidhu.
Medianet managing director Amrita Sidhu
Disinformation and newsroom closures
Disinformation continues to be seen as the greatest threat to public interest journalism, with fake news and misleading content undermining trust in the industry.
However, the closure of newsrooms is an increasing concern, rising from third to second place among the biggest threats facing media professionals.
As newsrooms shrink, journalists are left with fewer resources to combat misinformation, further exacerbating the industry’s challenges.
A snapshot from the Medianet report
Shifting social media habits
The report also highlights shifting social media behaviours among journalists. Since Elon Musk’s takeover of X, usage has dropped by 30%. This has led to an exodus to alternative platforms – 15% of journalists who deleted their X accounts in 2024 have migrated to Bluesky and are actively using it.
The report also highlights the complex relationship between journalists and social media, revealing a paradox at the heart of modern reporting.
While 70% of journalists use social platforms as a news source, 67% believe these same platforms fuel misinformation and echo chambers, raising ethical concerns about their role in shaping public discourse.
Despite concerns over misinformation, social media remains a key tool for journalists, with Facebook ranked as the most preferred platform for professional use, followed by Instagram and LinkedIn.
Election year challenges
With a Federal Election looming, these findings raise fresh concerns about the resilience of journalism in an era of declining newsroom resources, AI disruption, and evolving audience behaviour.
The industry remains at a crossroads, balancing technological advancements with the fundamental need to maintain credibility, accuracy, and public trust.
The report also reveals mounting concerns over media trust, with journalists attributing its decline to fragmentation, polarisation, and the spread of misinformation.
Notably, 28% of journalists surveyed admitted their own reporting carries some level of bias, further highlighting the challenges of maintaining objectivity in a rapidly changing media landscape.