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Future-Proofing Public Service Media: Digital strategies for 2025

30 January 2025
This is a picture of Grace Zakka in a black suit, standing smiling with her arms folded in the foreground with a park in the background.
Grace Zakka, Platform Strategy Lead

Social media in 2025 is shaping up to be a battleground for attention, credibility and the ability to adapt. As we move into an era of AI-driven workflows and rising expectations from consumers like Gen Alpha, public service media (PSM) teams face the challenge of navigating a rapidly changing digital landscape while staying true to their mission.

At the EBU, we're focused on supporting and helping our Members to stay ahead of these changes, with smart strategies and the right tools.

As Platform Strategy Lead, I’ve been looking at the key trends shaping social media and thinking about how PSM can use these shifts to thrive. Here’s my take on what we should be considering in 2025 and why it’s important for PSM.

The living room revolution: a new era of content consumption

The way we consume content is rapidly changing – this was actually a trend I flagged in 2024 that has continued to evolve rapidly. Smart TVs, streaming platforms, and social media are converging, making the living room the new central hub for media.

Take podcasts as an example. Podcasts have evolved from background audio to fully visual experiences that we can watch on TV while simultaneously using our phones.

For PSM, this means we need to be at the forefront of these changes, ensuring our content is easily accessible and findable on all platforms where audiences engage.

This is not an easy task, since commercial deals often decide which apps get prominence on connected devices. We are in constant communication with key players in digital platforms, as well as EU policymakers, and we make it clear that the challenge for PSM is prominence - whether it’s on the first row of smart TV apps or appearing in social media feeds. This remains an ongoing priority for us.

Video by everyone, for everyone, about everything

Video is the dominant force in digital content today, and high-quality video is no longer a luxury - it’s expected. Smartphones have become more powerful, allowing younger generations to create professional-grade content from virtually anywhere.

This shift presents an opportunity for PSM to create hyper-curated content that appeals to both mass and niche audiences and the demand for this curated and exclusive content is only growing. Users are increasingly turning to platforms like Instagram broadcast channels, WhatsApp newsletters, and Patreon for community-driven, specialised content.

For PSM, this is an opportunity to use strong intellectual property to deliver content that resonates with both broad audiences and specific fan communities.

The extremes of the written word: challenges for journalism

The landscape for written content on social media is becoming more polarized, and the decline of platforms like Twitter (now X) is pushing journalists and media organizations to explore alternatives such as Threads, WhatsApp Channels, Mastodon, and Bluesky. However, the central issue remains: how can PSM maintain credibility in a world dominated by extreme viewpoints?

While some may argue that reducing activity on X is sensible, I believe maintaining a presence is important. Social media is not just about engagement - it’s about providing a trusted voice. Further, PSM’s mandate is to offer content for every member of society and that includes those that choose to get their news on these platforms. By remaining active on these platforms, we can monitor and counter misinformation and offer a steady, reliable presence in an increasingly fragmented digital environment.

There is some hope, in the EU at least, that the digital rulebook, especially the Digital Services Act, can help make these platforms accountable for and act more responsibly against the worst of the disinformation which is shared on their services.

AI in social media: efficiency over novelty

AI is no longer a futuristic concept; it’s an essential tool for social media teams coping with limited resources and increasing demands. From supporting post creation to moderating content, AI can streamline workflows and reduce workloads, ultimately enhancing content quality. But as PSM we must be aware of the personal data that we maybe processing and respect the highest degree of data security for our users.

One of the most common questions I’m asked is, “Which AI tools are worth investing in?” The key is to focus on tools that genuinely improve efficiency and effectiveness, while protecting the data shared with AI applications. At the EBU, we have developed our own AI apps in areas like automated translation and recommendation tools that can significantly impact our operations and content strategies. They are put to use to help share trustworthy news across borders, in the project A European Perspective.

Engaging the next generations: Alpha & Beta

Generation Alpha (born 2010–2024) and Generation Beta (2025 onward) are growing up in a digital-first world. Gen Alpha is characterized as creative, emotionally aware, and community-driven, and they are increasingly aware of the negative aspects of social media, such as bullying and misinformation. Engaging these younger generations is a challenge we must approach directly.

So how can we connect with them meaningfully? It’s critical for us to establish connections through owned platforms, such as children’s programming or interactive digital experiences. Building these relationships now, and maintaining their loyalty as they grow older, is key to ensuring that they view PSM as a brand worth supporting long-term.

Social media - with purpose!

The future of social media is about balancing effort with impact and efficiency with effectiveness. For 2025, PSM social media strategies must centre around two key goals: engaging younger generations meaningfully and combating misinformation.

The digital landscape will continue to shift, but by staying adaptable and target audience-focused, we can support PSM in remaining a key part of the conversation – for 2025 and beyond.

Relevant links and documents

Contact


Grace Zakka

Platform Strategy Lead

zakka@ebu.ch