The spotlight in Italy is on a startup known as 'Be Water', which seeks to reshape the youth media landscape by employing modern techniques such as podcasting and social media. Established in 2021, the company has successfully built an integrated media system that includes specialized platforms for audio and social content, reflecting a significant shift in how news is consumed among young people.
According to a report published by the Reuters Institute for the Study of Journalism, 'Be Water' is considered one of the leading emerging models in this field, incorporating 'Cora Media', which specializes in podcasting, and 'Will Media', which focuses on interpretative social content. This transformation comes amid a noticeable decline in news consumption through traditional media, particularly among the youth demographic, highlighting the generational gap in print media audiences.
Event Details
Statistics show that older adults dominate newsstands in Italy, while young people prefer to rely on digital platforms. The report indicates that this gap is not only local but reflects a global trend where youth increasingly depend on social media as a primary news source, confirming the diminishing role of television and traditional newspapers.
'Will Media' began in 2020 through an Instagram post, without the need for a website or printed version, relying entirely on platforms like TikTok, YouTube, and WhatsApp. This platform aims to provide content that explains global trends in simplified language for a curious audience, showcasing a shift in how news is presented.
Background & Context
'Cora Media' was founded to meet the needs of a demographic that has lost trust in traditional media, especially those under 40. Its model relies on deep storytelling, moving away from the fast-paced nature of breaking news, in an attempt to rebuild a calmer and deeper relationship with the audience. The founder of 'Cora', Mario Calabresi, emphasizes that the crisis facing traditional journalism is not only in demand but also in the nature of supply.
'Be Water' aims for wide reach, with data indicating that the company's platforms have reached approximately 8 million users, with a fan base predominantly under 35. This success reflects the effectiveness of the model adopted by the company in delivering content that aligns with young people's interests.
Impact & Consequences
'Be Water' relies on an innovative economic model, where sponsored content constitutes about 70% of its revenue, in addition to other sources such as subscriptions, events, and training courses. Live events form one of the pillars of this model, contributing to building a community around the media brand, amid increasing audience demand for transforming digital experiences into real-life interactions.
However, these platforms face significant challenges, as their model is almost entirely dependent on social networks, making them vulnerable to changes in algorithms and publishing policies. Additionally, challenges related to artificial intelligence and its impact on the content industry loom on the horizon, requiring companies to adapt to these changes.
Regional Significance
The experience of 'Be Water' reflects a profound transformation in the media industry, where the challenge is no longer limited to producing news but is now related to how it is presented, where, and to whom. This shift places traditional media organizations in a real test to redefine themselves in the era of digital platforms.
Amid these changes, media organizations in the Arab region could benefit from this experience, as they can enhance their engagement with young audiences by employing similar techniques, contributing to improved news consumption and bolstering their credibility.