News Publishers Turn To Audio As AI Undermines Text And Search.

Podcasting and other audio formats are becoming a central pillar of media strategy as artificial intelligence reshapes how Americans discover, consume, and trust news. The Reuters Institute’s annual journalism and media trends outlook finds news organizations are bracing for a steep erosion of traditional distribution channels, particularly search, while simultaneously redirecting investment toward formats like audio seen as more resistant to AI commoditization.

Behind the embrace of audio is where publishers think online traffic is heading. Those surveyed expect traffic from search engines to decline by 43% over the next three years, a shift driven largely by the rise of AI-powered “answer engines” that surface information without sending users to original sources.

In that environment, audio is increasingly viewed as a defensive asset. While generative AI can quickly rewrite, summarize, and repackage text, the report argues that “well-structured linear video or audio is more likely to be linked to and consumed as a whole,” making podcasts harder to replace. As a result, 71% of news executives say expanding audio formats such as podcasts will be important in 2026, compared with far lower enthusiasm for increasing text output.

The renewed focus on audio is also being driven by changes in political communication, particularly in the U.S. The report notes that declining trust in traditional journalism has encouraged politicians to seek audiences through podcasts and creator-led platforms rather than legacy news outlets.

That strategy, described in the report as a “Trump 2.0 playbook,” has moved from an outlier tactic to a widely copied model. The Institute says podcasts offer political figures long-form, lightly moderated conversations that reach loyal audiences without journalistic gatekeeping.

At the same time, the growth of the creator economy is intensifying competition for both attention and talent. More than two-thirds of publishers are concerned that creators are drawing audiences away from traditional news brands, while 39% worry about losing editorial talent to creator-led businesses. Those concerns are most acute in markets like the U.S. where podcasting and video-first creators are already well established.

In response, publishers are adopting strategies that mirror podcasting’s emphasis on personality and direct audience relationships. Three-quarters of surveyed publishers plan to encourage journalists “to behave more like creators” in the coming year, while half intend to partner with creators to help distribute content. Others plan to hire creators directly or build creator studios that resemble podcast networks.

The advertising market is reinforcing that shift. The report cites estimates from the IAB showing that U.S. creator advertising spend reached $37 billion in 2025 and is expected to grow “four times faster than the industry as a whole.” That growth has made creator-led audio and video increasingly attractive to brands, while putting pressure on legacy media companies.

AI’s role may be growing, but the Institute says efforts like iHeartMedia’s “guaranteed human” initiative are on point. It suggests audio’s perceived durability stems from its human qualities. As AI-generated content floods digital platforms, the report warns of an explosion in low-quality automated material, often referred to as “AI slop.” In that context, it predicts trusted voices and personality-led formats will stand out.

Yet the Institute cautions audio formats are not immune from disruption. Discovery remains heavily dependent on platforms, and publishers must still contend with shifting algorithms, creator competition, and changing audience habits. But the report positions audio as one of the few formats still strongly associated with trust, attention, and human connection.

Download the full Reuters Institute report HERE.