A new survey of more than 500 Australian journalists reveals growing concerns about technology, social media, and media credibility—just months before the Federal Election.
The findings, published in the Medianet 2025 Media Landscape Report, highlight the rapid rise of generative AI and the increasing threat of misinformation, both of which are reshaping the media industry and influencing public trust.
With media playing a critical role in shaping voter perceptions, these issues will be central to public discourse in the lead-up to the election.
Here’s what you need to know about the key findings.
AI and large language models (LLMs): Adoption and apprehensions
The report highlights the slow adoption of AI in journalism, with 63% of journalists stating they have not used generative AI or Large Language Models (LLMs) in their work. While this marks a gradual increase in AI usage—down from 74% in 2023—widespread anxiety about its impact remains high.
Concerns over AI’s influence on journalistic integrity and job security have intensified, with 88% of respondents expressing worries about generative AI. The proportion of those who are extremely concerned has doubled from 18% in 2023 to 37% in 2024. Additionally, 16% of journalists reported job losses linked to AI adoption—a 33% increase from the previous year.
“While some journalists acknowledge the need and inevitability of these changes, the vast majority are struggling to adapt and fear what these changes might mean for them, their industry, and the implications for our society,” said Medianet Managing Director, Amrita Sidhu.
Concerns over trust, bias and misinformation
As media fragmentation grows, public trust in journalism continues to erode. A worrying 28% of journalists admitted their reporting is not free of bias, with community media reporters the most likely to acknowledge it (38%). Meanwhile, commercial media professionals were more confident, with 74% claiming their work remains unbiased.
Adding to the pressures, 20% of journalists reported facing negative repercussions for expressing personal views in their reporting. Many are now turning to alternative publishing platforms like Substack, with 40% considering or actively using additional channels to share opinions or supplement their income.
“There’s no doubt that journalists are grappling with issues of trust and the evolving role of technology, all while navigating a precarious media landscape,” Amrita Sidhu added.
Misinformation also threatens media trust, with 67% of respondents believing social media fosters echo chambers rather than diverse perspectives.
Social media and press releases as news sources
Despite its pitfalls, social media remains an essential tool for journalists. A massive 70% use it as a source for stories.
Among professional platforms, Facebook leads the pack, followed by Instagram and LinkedIn. However, usage of X has plummeted since Elon Musk’s takeover—dropping 20% overall and falling from 58% to 49% in just the past year. Meanwhile, Bluesky has gained traction, with 19% of journalists now using it.
Press releases continue to play a crucial role in journalism, with 83% of journalists relying on them for story leads. However, they can be disregarded due to a perceived lack of news value (rated as the main reason by 36% of journalists), lack of relevance, or coming from an unknown source.
Financial challenges and job security
For the third consecutive year, financial insecurity remains the top concern among journalists, with 67% believing they are underpaid. Pay disparities persist, with 38% of male journalists earning over $100,000 compared to just 23% of female journalists.
Regional and suburban journalists remain the most financially vulnerable, with many earning less than $60,000. Concerns over newsroom closures have risen by 13% since last year, making it the second-biggest threat to journalism after disinformation.
Alarmingly, 21% of journalists reported experiencing harassment, often linked to the topics they cover.
Employment and industry trends
Despite these challenges, 65% of journalists continue to work full-time, with 16% freelancing and 12% working part-time. Career shifts are common, with 42% of respondents reporting job changes, additional work, or side projects. Notably, 6% of journalists are actively seeking opportunities outside the industry.
When it comes to coverage areas, politics, business, and health remain the most reported topics—particularly relevant as Australia heads into the Federal Election.
What next?
The Medianet 2025 Media Landscape Report highlights an industry at a crossroads, balancing technological advancements with journalistic integrity. As AI, social media, and financial pressures reshape the landscape, journalists must adapt while safeguarding public trust in news. With the Federal Election looming, the stakes for truthful and unbiased reporting have never been higher. While AI and social media present both opportunities and challenges, the industry must find ways to balance innovation with credibility.
The voices of journalists in this report serve as a wake-up call: the future of journalism depends on how the industry adapts to these pressing issues.
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About the Medianet Media Landscape Report
The Medianet Media Landscape Report offers a yearly snapshot of the Australian journalism and media industry, capturing the current work conditions, challenges, opinions, and developing trends as experienced and observed by working journalists. Since 2019, Medianet has surveyed hundreds of journalists to gather their views and experiences on industry-related issues, and to track developing trends over the years. The report also offers valuable insights to PR professionals by examining what journalists need and want from PR, what kind of stories they are looking for, and where they are looking for them.
To read the MLR press release announcement, click here.
To explore the full Medianet 2025 Media Landscape Report, click here.
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