Telum Media survey shows optimistic look into the media industry for 2022
New research released by Telum Media suggests Australian journalists are optimistic about the future of the media industry with big expectations on podcasting in 2022.
This is despite the COVID-19 pandemic, global economic and climate change concerns, and the spread of misinformation online.
Telum polled 1,133 journalists across the Asia Pacific region, with more than 200 responses in Australia.
The results suggest Aussie journalists are focused on job security in 2022, with 59% of respondents planning to stay in their current role or move within the media industry.
While 60% of journalists surveyed in Australia believe podcasts will be a key growth area in 2022.
Monica Attard, Co-Director at the University of Technology Sydney’s Centre for Media Transition is optimistic about the growth of podcasting.
“Podcasting continues to enjoy extraordinary growth and resilience. In part this is because most podcasts are free. But the fact that some are deep dives into stories, or issues, not all of these unsolved crimes, gives a degree of consumer satisfaction that is sometimes unavailable in legacy media.”
“Audio of course makes for easy and convenient listening too. There has also been an anecdotally reported trend by listeners to hook into podcasts produced by non-journalists, people who are also specialists in a particular area.”
As the spread of misinformation online continues, an overwhelming number of respondents appear to have a strong sense of purpose in their work with more than 70% reporting the rise of social media and digital platforms has either elevated or reinforced the need for quality journalism.
Telum’s Managing Director, Asia Pacific, Tim Williamson said despite some apprehension about the future of the media industry, Australian journalists largely appear to be looking forward.
“It is clear from this year’s Telum Asia Pacific Journalism Survey that journalism is as important, if not more so than it has ever been,” Tim said.
“Journalists in Australia seem to have a clear sense of purpose and cautious optimism about the industry they love.”
While 33% of journalists in Australia were the most likely to be concerned about job security in 2022, more than half (52%) would still recommend a career in journalism and 55% have received a salary increase in the last 12 months.