For the 9ᵉ consecutive year, the Media Trends Report, designed by Ifop x Stratégies, was unveiled this Wednesday, May 14 at the Grand Prix Innovation Média, by Isabelle Trévilly, Director of the Media & Digital division at Ifop and member of the jury.
The 2025 edition provides a lucid and nuanced panorama of the state of mind of media professionals, advertisers, communications managers, etc
One observation? The sector is moving forward, but with the caution of those who know that a paradigm shift is underway.
- 52% of respondents display a « worried smile »: an optimism still present, but weakened by an uncertain context – economic, geopolitical, technological.
- The daily press remains the most credible medium, thanks to its editorial rigor. Conversely, social networks, although massively used, are trusted by only 10% of professionals.
- Streaming continues to gain ground (+10 points in one year), thanks in particular to the diversification of its business models and its ability to adapt to new uses.
- Generative AI is divisive, but not indifferent:
60% of professionals are concerned about its impact on content quality, business and media accountability.
Yet it is also seen as a powerful lever for innovation, provided it is managed and used ethically.
Are these issues of concern to you? Do they have an impact on your company and your strategy? Our teams are available to discuss or comment on certain points!
For more insights, download the full report.
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