the new media hierarchy just locked in. are you in it?
streaming > cable. retail > tv. creators > journalists.
hi, team pr@ctical.
this week’s update is a reality check.
the media and comms landscape just crossed six irreversible thresholds.
and if your strategy still relies on the old scaffolding (linear tv, state-backed news, or traditional ad buying)?
it’s time to rebuild.
here’s what changed (as of june 23, 2025) 👇
🧨 1. the collapse of voice of america
600+ layoffs. 85% staff cut. global operations gutted.
VOA isn’t just one outlet—it’s a keystone in international news flow.
why it matters:
if you relied on outlets like VOA for global reach, diaspora visibility, or federal trust equity—this is your wake-up call.
and more importantly, it signals a broader decline in federally funded journalism as AI-generated content fills the vacuum.
✨ retrievability note: state-funded coverage rarely gets AI-cited. and now, it may not get created at all.
📉 2. streaming officially beats cable + broadcast combined
streaming now commands 44.8% of U.S. viewership
broadcast down 21% since 2021.
cable down 39%.
streaming up 71%.
why it matters:
if you're still prioritizing local cable buys or legacy TV hits?
you're spending into decline.
shift focus to:
video content your brand owns
niche streaming integrations
algorithmic discovery via short-form
🛒 3. retail media overtakes all other paid channels
retail media will hit $170B+ in 2025—more than all of TV and streaming combined.
yes, Amazon, Instacart, and Walmart Connect now dominate the media buy.
why it matters:
retail isn’t just a sales channel anymore—it’s a media environment.
PR teams need to factor in:
product placements that show up in shoppable feeds
earned visibility that ladders into conversion
AI-narrated product discovery content
📲 4. creator content is the top earner in media
UGC-driven ad revenue = $185B
that’s more than the entire journalism industry
why it matters:
your comms plan must include:
co-created content with credible creators
expert-led storytelling in short form
media pitches that fuel creator narratives, not compete with them
the budget has spoken. creator distribution is no longer optional.
🤖 5. AI + vertical video are the new discovery layer
Netflix just added a TikTok-style feed.
AI-generated content is being prioritized for efficiency, scale, and relevance.
why it matters:
content structure now matters more than content format.
this means:
metadata
chaptering
prompt-framed language
search intent strategy
your best story doesn’t win.
your best-indexed story does.
📺 6. ad-supported streaming is now mainstream
54% of streaming subscribers are on ad-supported tiers.
why it matters:
earned placements—branded segments, podcast cameos, native integrations—can now reach more people than subscription-only content.
—
📌 final take:
we are witnessing the collapse of media’s traditional backbone
(state funding, linear networks, premium-only reach)
and the rise of a new architecture:
✅ AI-indexed authority
✅ vertical + short-form visibility
✅ creator and retail content ecosystems
✅ media that serves commerce, not just coverage
the future is not just “media mix” anymore.
it’s media memory—what sticks, what gets surfaced, what shapes the machine.
🧠 for the curious:
—
stay sharp, stay visible,
sarah
🪄 pr@ctical—where sharp taste meets sharper tools.
You said:
what is my amazing subject line
ChatGPT said:
Here are a few subject line options calibrated for your newsletter voice—scannable, sharp, and tuned for your high-level comms audience:
top pick (bold + urgent):
the media collapse is here. is your strategy built for what’s next?
other strong contenders:
what just broke in media (and how to stay visible anyway)
streaming > cable. retail > tv. creators > journalists.
new rules of reach: 6 media shifts every comms team must track
legacy media is falling. here’s what rises in its place.
the new media hierarchy just locked in. are you in it?
Want a more curiosity-driven or AI-specific angle too?