The
Remix Era
Reframe, Rebuild, Refine.
Welcome to the Remix Era—a time of seismic shifts in the media landscape and the rise of independent voices that bring new perspectives and influence. Traditional media still holds influence, but emerging platforms—fueled by authenticity and diverse perspectives—are reshaping the media landscape and culture itself.
Emerging media edges traditional for purchase influence
Source: Praytell-YouGov Media Trust Survey, October 2024
Traditional media isn’t dead, but your strategy needs a remix.
Authenticity, algorithms and audience dynamics are reshaping trust in media and leading to a fractured era of influence in which consumers are choosing their own media ecosystems.
Our whitepaper, based on original Praytell x YouGov research, identifies the structural changes reshaping media consumption and communication. Key research findings include:
Emotional Connection Outshines Objectivity: A striking trend shows that emotional and cultural resonance, along with entertaining presentation, are key reasons why a significant proportion of respondents prefer emerging media over traditional media.
Emerging Media’s Edge: Emerging media appeals to a broad spectrum of audiences because it offers independent, culturally relevant perspectives and is seen as more interactive, creating a bond between audiences and creators.
Traditional Media’s Enduring Value: Despite shifting consumption habits, traditional media remains a key pillar, outperforming emerging media on trust and authority scores, with journalists rated as “experts” far more than influencers or other content creators. Additionally, traditional media still plays a crucial role in influencing purchase decisions.
But we’re not just laying out the problems—we’ve got solutions. Our Media Innovation Curve framework shows how brands can adapt, blending the best of traditional and emerging media to create genuine, engaging narratives that resonate with today’s audiences.
This isn’t just a report—it’s a roadmap. Whether you’re a brand, marketer or communicator, you’ll find practical insights to rethink, reframe and realign your communications strategies for success.
Methodology: This survey was conducted by YouGov for Praytell in October 2024, with a sample of 1,300 U.S. Adults, of which 300 were non-traditional media users, to examine the factors influencing audience preferences for traditional versus emerging media.
Curious about the data behind these insights? Our AI assistant is here to help you explore the findings. For actionable strategy tips, reach out to us directly. The future of media is here—let’s navigate it together.
Listen to our Podcast to learn more
Founder & CEO Andy Pray sat down with Head of Integrated Media, Ciara Benko, and Head of Strategy and report author, Nate Jaffee, to talk about the future of our industry in our inaugural podcast, Praytell Pulse.