The Rise of Video in News Consumption: How PA Media is Adapting to a Changing Landscape
The way people consume news is undergoing a dramatic shift. While conventional linear broadcast TV still holds a place, the latest Ofcom report confirms that most UK adults now get their news online, with 70% turning to digital sources compared to 63% for traditional television. And within that digital realm,video is rapidly becoming the dominant force,with YouTube now rivaling the BBC as the second most-watched media platform in the UK.
This isn’t just a trend; it’s a fundamental change in how stories are told and received. At PA Media, the UK and Ireland’s national news agency, we’re not just observing this evolution – we’re actively shaping our strategy to meet the demands of a video-first world.This means placing multimedia content gathering at the very heart of everything we do, seamlessly integrating our renowned written journalism with compelling visual content.
Why is Video So Crucial Now? The Power of Authenticity & emotion
In an era saturated with information – and unfortunately,misinformation – trust and accuracy are paramount. Audiences are increasingly discerning, and they crave authenticity.As the saying goes, “seeing is believing.” Providing verified video content, whether shot directly by PA Media’s teams or rigorously vetted by our editorial experts, instantly builds credibility and reinforces trust with your audience.
But it’s more than just verification. Video taps into something deeper: emotion. think back to iconic moments – Jose Mourinho’s self-proclaimed “Special One” declaration, Antonio Conte’s passionate ten-minute rant at Tottenham, or Nuno Espirito Santo’s candid account of his strained relationship with the Nottingham Forest owner. These moments weren’t just reported; they were experienced through video.
Adding video alongside written reports doesn’t just complement the story; it enhances it, drawing viewers in and keeping them engaged for longer. It adds a layer of immediacy and emotional resonance that text alone simply can’t replicate.
The Demand for ‘Now’: The Growth of Live Video
The 24-hour news cycle is relentless, and in the fast-paced world of sports, news has an incredibly short shelf life. audiences demand access as it happens. That’s why PA Media has significantly expanded its live video capabilities in recent years. We’ve moved from a single live feed to four dedicated servers, delivering an average of 10-15 live streams every day.
And live video isn’t limited to breaking news. It’s about providing thorough coverage – offering pre-game analysis,fan reactions,and post-match insights. Interestingly, we’ve seen that streams of fans arriving at events, like the 2025 UEFA Women’s Euros final, and fanzone reactions often garner higher viewing figures than the official post-match press conferences. This demonstrates the power of capturing the atmosphere and the human element of a story.
Leveraging AI to Enhance Video Production – Responsibly
It’s 2024, and ignoring the potential of Artificial Intelligence would be a disservice. At PA Media, we’re embracing AI not to replace our journalists, but to empower them. We firmly believe in the importance of original, human-generated content. However,AI-powered tools are becoming invaluable in streamlining our video production workflow.
Specifically, AI-driven transcription and subtitling tools are dramatically reducing workloads, allowing our producers to focus on higher-level tasks like editing, storytelling, and verification.Crucially, all AI-generated outputs undergo rigorous checks by our experienced journalists to ensure accuracy and maintain our commitment to quality. We see AI as a powerful assistant, not a replacement for human expertise.
Meeting the Needs of a Mobile-First generation: The Rise of Short-form Video
For younger audiences, social media platforms like TikTok and Instagram are the primary source of news. A staggering three-quarters of 16-24 year olds access news through these channels. This demographic prefers concise, visually engaging content, leading to a significant trend towards 9:16 vertical video.
This is a rapidly growing area, offering a unique prospect to reach a new and expanding audience. Media companies are adapting their output to cater to this preference, creating “snappy” and easily digestible video content optimized for mobile viewing. PA Media is actively investing in this format, recognizing its potential to broaden our reach and connect with the next generation of news
Keep reading