Television in decline – streaming wins and news loses

That used to be TV a campfire. Today it's a flickering in the background that hardly anyone notices.

The Tagesschau fights against TikTok and real news, reports lose against Reality-Formats.

And the evening program? It's quietly drifting toward insignificance.

What's happened? Quite simply: attention has become currency – and television has become a savings bank, except for sports broadcasts. Sure, solid, but no longer sexy.

While streaming services fight for fractions of a second with cliffhangers and glossy production, linear TV continues to broadcast by time. In 2025, this seems almost touching.

And the news? Lose twice. On the one hand, in terms of reach, because many people prefer to scroll through Reels and look at real information rather than think in terms of analyses or politically correct guidelines.

On the other hand, it's a lack of trust – too slow, too static, too patronizing, and too "old media." While online formats deliver opinions and perspectives in under 30 seconds, television news still explains global politics in too many minutes. Serious and reassuring for viewers, but too late for the trend.

For PR, this is a balancing act: On the one hand, credible platforms are needed; on the other, messages today should be snackable, shareable, and subtle. The classic TV interview often seems like a fax in the Instagram age.

At the same time, streaming is experiencing a golden age. Every scandal has a documentaryEvery trend is a true crime spin-off. And every format has its algorithm. Those who make it here don't have ratings – they have impact.

Television, on the other hand, often has only one advantage: routine. It's on. At grandma and grandpa's, in the doctor's waiting room, and in hotels. But enthusiasm looks different. The next generation only knows prime time as a term from media studies classes.

And yet, television isn't dead yet. It's transforming. In media libraries, niches, and newsrooms, all of which must reinvent themselves.

The challenge? Not to become digital, but to remain relevant. Because one thing is clear: If you only broadcast today, you won't be heard.

It's about the news that's truly in demand, the dialogue, the dynamics, and the data. And about the ability to reinvent yourself – before the last remote control finally gathers dust...

Sierks Media / © Photo: IgorVetushko, de.depositphotos.com