Media topics
Inhoudsopgave
Les 1: Media trends ....................................................................................................................... 4
Tot stand koming ..............................................................................................................................4
De 5 rapporten ............................................................................................................................4
De 5 key trends in media ..................................................................................................................4
Trend 1: veranderende mediaformats en kanalen ...............................................................................4
De trend binnen het nieuws ..........................................................................................................4
De trend binnen Gen Z .................................................................................................................5
De trend binnen Gamen ...............................................................................................................5
Trend 2: Het belang van communities & relaties .................................................................................5
De trend binnen het nieuws ..........................................................................................................5
De trend binnen Gen Z......................................................................................................................6
De trend binnen Gaming...................................................................................................................6
Trend 3: Nieuwsmoeheid en afnemend vertrouwen in traditionele media.............................................6
De trend binnen het nieuws ..........................................................................................................6
De trend binnen Gen Z......................................................................................................................7
De trend binnen Gaming...................................................................................................................7
Trend 4: Nieuwe gatekeepers: de dominantie van platforms en influencers..........................................7
De trend binnen het nieuws ..........................................................................................................7
De trend binnen Gen Z .................................................................................................................8
De trend binnen Gaming ..............................................................................................................8
Trend 5: AI als versneller van digitale transformatie in media ...............................................................8
De trend binnen het nieuws ..........................................................................................................8
De trend binnen Gen Z .................................................................................................................8
De trend binnen Gen Z .................................................................................................................9
...................................................................................................................................................9
De trend binnen gaming ...............................................................................................................9
Hoe media-executives kijken naar nieuwe technologie en AI ...............................................................9
Key aanbevelingen voor de media ................................................................................................... 10
Les 2: Podcast .............................................................................................................................12
Opkomst podcast fenomeen .......................................................................................................... 12
Is de hype over? ............................................................................................................................. 12
De markt ....................................................................................................................................... 13
Verschillende soorten podcasts ...................................................................................................... 13
Indeling op basis van adverteerders toegankelijkheid ................................................................... 13
Indeling op basis van type advertentie mogelijkheid ..................................................................... 14
Indeling op basis van formats ......................................................................................................... 14
Cijfers ........................................................................................................................................... 14
Digimeter 2024 .......................................................................................................................... 14
CIM-maandelijks overzicht downloads podcasts ......................................................................... 14
1
, Commercialisering van podcasts .................................................................................................... 15
1. Klassieke advertentiemogelijkheden .................................................................................. 15
2. Sponsoring ....................................................................................................................... 15
3. Crowdfunding ................................................................................................................... 15
4. Branded content/ co-productie of partnerships ................................................................... 16
5. Abonnementen ................................................................................................................. 16
6. Interne funding .................................................................................................................. 16
7. Subsidiering ...................................................................................................................... 16
8. Events en merchandising ....................................................................................................... 17
Uitdagingen bij de commercialisering van podcasts ..................................................................... 17
Verschillende actoren .................................................................................................................... 17
1. Onafhankelijke podcastmaker ........................................................................................... 17
2. Mediaorganisaties ............................................................................................................. 18
3. Platformen ........................................................................................................................ 18
Samenwerkend of conflict makend? ........................................................................................... 19
Toekomst ...................................................................................................................................... 19
Les 3: Nieuws ..............................................................................................................................21
Maatschappelijk belang van nieuws ................................................................................................ 21
Audience design ............................................................................................................................ 21
Basisnoden ............................................................................................................................... 21
GenZ en nieuws ............................................................................................................................. 22
Inzichten Nieuwsbarometer 2023 ............................................................................................... 22
Inzichten jongerenonderzoek Nederland 2023 ............................................................................. 23
Inzichten Digimeter.................................................................................................................... 24
News case-strategie Mediahuis .................................................................................................. 24
DPG en het gebruik van Tiktok .................................................................................................... 25
Newsdesserts................................................................................................................................ 25
Nieuwsmijden ............................................................................................................................... 25
Les 4: AI ......................................................................................................................................27
Wat is generatieve AI ...................................................................................................................... 27
Mogelijkheden generatieve AI ......................................................................................................... 27
Voordelen generatieve AI ................................................................................................................ 27
Beperkingen/nadelen generatieve AI ............................................................................................... 28
Gevolgen van generatieve AI ........................................................................................................... 28
Toepassingen ................................................................................................................................ 29
Case-Daan’s muziekvideo .............................................................................................................. 29
Sora .............................................................................................................................................. 30
Toepassingsgebieden ..................................................................................................................... 30
AI en mediabedrijven ..................................................................................................................... 30
Europees AI-act ............................................................................................................................. 31
AI-tools ......................................................................................................................................... 31
Les 5: is print dood? .....................................................................................................................32
Wat kunnen magazines leren v.d. nieuwsmerken(kranten) ?.............................................................. 32
2
, Wijzigende marktomstandigheden .................................................................................................. 32
Recente evoluties ...................................................................................................................... 32
Case: herschikking titels bij DPGmedia ........................................................................................... 33
Case: Roularta Media Group ........................................................................................................... 33
Oplossingen voor de magazine wereld ............................................................................................ 34
Case Linda: communitybuilding ................................................................................................. 34
Lukken magazines digitaal? ............................................................................................................ 34
Nederland Gidsland ....................................................................................................................... 35
Les 6: Film (cijfers 2024, Vlaams audiovisueel fonds) .....................................................................36
Vlaams vs VAF-gesteund ................................................................................................................ 36
Cinema bezoeken in Europa ........................................................................................................... 36
Bioscoopreleases .......................................................................................................................... 37
Top 3 VAF-gesteunde Films ......................................................................................................... 37
Top 3 Vlaamse films ................................................................................................................... 37
Observaties ............................................................................................................................... 38
Vlaamse series & films op televisie ................................................................................................. 38
Top 3 VAF/SF-gesteunde fictiereeksen ......................................................................................... 39
Top 3 VAF/SF-gesteunde docuseries ........................................................................................... 39
Top 3 VAF/SF-gesteunde animatiereeksen ................................................................................... 40
Allertijden ................................................................................................................................. 40
Podcasts in 2024 ........................................................................................................................... 40
Podcastcijfers van 2024 ............................................................................................................. 41
De historiek ............................................................................................................................... 41
Top 3 podcasts .......................................................................................................................... 41
Podcast prijzen .......................................................................................................................... 42
Cijfers totale podcastbeluistering ............................................................................................... 42
3
,EXAMEN:
-Kies 1 van de hoofdstukken: grote vraag + ook vraag over 1 v.d. bijlages
-Bijvraag over andere hoofdstukken maar algemener
Les 1: Media trends
Wij bekijken het media trend report van 2025
Tot stand koming
5 onafhankelijke teams van experts onderzochten complementaire domeinen met
hoge relevantie voor mediabedrijven.
Hier kwamen 5 rapporten uit met +40trends en +150 subtrends
De 5 rapporten
De 5 key trends in media
1. Veranderende mediaformats en kanalen
2. Het belang van communities & relaties
3. Nieuwsmoeheid en afnemend vertrouwen in traditionele media
4. Nieuwe gatekeepers: de dominantie van platforms en influencers
5. AI als versneller van digitale transformatie in media
Trend 1: veranderende mediaformats en kanalen
De trend binnen het nieuws
Een shift van tekst-based
artikels naar video, audio De rol van sociale media
Mobile-first nieuws
en korte formaten. in nieuwsverspreiding.
consumptie.
Afnemend belang van
social mediaplatformen
4
Multimedia storytelling en
De groei van podcasting om verkeerd naar
immersive journalisme
en audio innovatie nieuwssites te leiden.
, De trend binnen Gen Z
Grens tussen entertainment
Gen Z wil korte snackable en serieuze content
content + mobile-first. vervaagd door interactieve
storytelling en gamified
content.
De trend binnen Gamen
Gamefuncties worden meer en
Gaming loopt voorop binnen
meer geïntegreerd in andere
interactieve storytelling.
toepassing zoals media.
Game concepten en Tools en engines uit de game-
ontwerptaal beïnvloeden het wereld maken next-generation
ontwerp van media-assets. mediaontwikkeling mogelijk.
Trend 2: Het belang van communities & relaties
Vbn. Jij die op je Facebookfeed de vraag stel “Waar kan ik goeie pizza eten in Gent?”
Harley Davidson Fanclub groep
Groepen zoals “Je bent van Gent als”
De trend binnen het nieuws
Alternatieve nieuwsbronnen Groeiend gebruik van Lidmaatschappen voor het
en influencers worden message-apps voor nieuws opbouwen van communities
Directe communicatie via
populair verspreiding (WhatsApp, …) en loyaliteitsprogramma’s.
nieuwsbrieven.
5
Inhoudsopgave
Les 1: Media trends ....................................................................................................................... 4
Tot stand koming ..............................................................................................................................4
De 5 rapporten ............................................................................................................................4
De 5 key trends in media ..................................................................................................................4
Trend 1: veranderende mediaformats en kanalen ...............................................................................4
De trend binnen het nieuws ..........................................................................................................4
De trend binnen Gen Z .................................................................................................................5
De trend binnen Gamen ...............................................................................................................5
Trend 2: Het belang van communities & relaties .................................................................................5
De trend binnen het nieuws ..........................................................................................................5
De trend binnen Gen Z......................................................................................................................6
De trend binnen Gaming...................................................................................................................6
Trend 3: Nieuwsmoeheid en afnemend vertrouwen in traditionele media.............................................6
De trend binnen het nieuws ..........................................................................................................6
De trend binnen Gen Z......................................................................................................................7
De trend binnen Gaming...................................................................................................................7
Trend 4: Nieuwe gatekeepers: de dominantie van platforms en influencers..........................................7
De trend binnen het nieuws ..........................................................................................................7
De trend binnen Gen Z .................................................................................................................8
De trend binnen Gaming ..............................................................................................................8
Trend 5: AI als versneller van digitale transformatie in media ...............................................................8
De trend binnen het nieuws ..........................................................................................................8
De trend binnen Gen Z .................................................................................................................8
De trend binnen Gen Z .................................................................................................................9
...................................................................................................................................................9
De trend binnen gaming ...............................................................................................................9
Hoe media-executives kijken naar nieuwe technologie en AI ...............................................................9
Key aanbevelingen voor de media ................................................................................................... 10
Les 2: Podcast .............................................................................................................................12
Opkomst podcast fenomeen .......................................................................................................... 12
Is de hype over? ............................................................................................................................. 12
De markt ....................................................................................................................................... 13
Verschillende soorten podcasts ...................................................................................................... 13
Indeling op basis van adverteerders toegankelijkheid ................................................................... 13
Indeling op basis van type advertentie mogelijkheid ..................................................................... 14
Indeling op basis van formats ......................................................................................................... 14
Cijfers ........................................................................................................................................... 14
Digimeter 2024 .......................................................................................................................... 14
CIM-maandelijks overzicht downloads podcasts ......................................................................... 14
1
, Commercialisering van podcasts .................................................................................................... 15
1. Klassieke advertentiemogelijkheden .................................................................................. 15
2. Sponsoring ....................................................................................................................... 15
3. Crowdfunding ................................................................................................................... 15
4. Branded content/ co-productie of partnerships ................................................................... 16
5. Abonnementen ................................................................................................................. 16
6. Interne funding .................................................................................................................. 16
7. Subsidiering ...................................................................................................................... 16
8. Events en merchandising ....................................................................................................... 17
Uitdagingen bij de commercialisering van podcasts ..................................................................... 17
Verschillende actoren .................................................................................................................... 17
1. Onafhankelijke podcastmaker ........................................................................................... 17
2. Mediaorganisaties ............................................................................................................. 18
3. Platformen ........................................................................................................................ 18
Samenwerkend of conflict makend? ........................................................................................... 19
Toekomst ...................................................................................................................................... 19
Les 3: Nieuws ..............................................................................................................................21
Maatschappelijk belang van nieuws ................................................................................................ 21
Audience design ............................................................................................................................ 21
Basisnoden ............................................................................................................................... 21
GenZ en nieuws ............................................................................................................................. 22
Inzichten Nieuwsbarometer 2023 ............................................................................................... 22
Inzichten jongerenonderzoek Nederland 2023 ............................................................................. 23
Inzichten Digimeter.................................................................................................................... 24
News case-strategie Mediahuis .................................................................................................. 24
DPG en het gebruik van Tiktok .................................................................................................... 25
Newsdesserts................................................................................................................................ 25
Nieuwsmijden ............................................................................................................................... 25
Les 4: AI ......................................................................................................................................27
Wat is generatieve AI ...................................................................................................................... 27
Mogelijkheden generatieve AI ......................................................................................................... 27
Voordelen generatieve AI ................................................................................................................ 27
Beperkingen/nadelen generatieve AI ............................................................................................... 28
Gevolgen van generatieve AI ........................................................................................................... 28
Toepassingen ................................................................................................................................ 29
Case-Daan’s muziekvideo .............................................................................................................. 29
Sora .............................................................................................................................................. 30
Toepassingsgebieden ..................................................................................................................... 30
AI en mediabedrijven ..................................................................................................................... 30
Europees AI-act ............................................................................................................................. 31
AI-tools ......................................................................................................................................... 31
Les 5: is print dood? .....................................................................................................................32
Wat kunnen magazines leren v.d. nieuwsmerken(kranten) ?.............................................................. 32
2
, Wijzigende marktomstandigheden .................................................................................................. 32
Recente evoluties ...................................................................................................................... 32
Case: herschikking titels bij DPGmedia ........................................................................................... 33
Case: Roularta Media Group ........................................................................................................... 33
Oplossingen voor de magazine wereld ............................................................................................ 34
Case Linda: communitybuilding ................................................................................................. 34
Lukken magazines digitaal? ............................................................................................................ 34
Nederland Gidsland ....................................................................................................................... 35
Les 6: Film (cijfers 2024, Vlaams audiovisueel fonds) .....................................................................36
Vlaams vs VAF-gesteund ................................................................................................................ 36
Cinema bezoeken in Europa ........................................................................................................... 36
Bioscoopreleases .......................................................................................................................... 37
Top 3 VAF-gesteunde Films ......................................................................................................... 37
Top 3 Vlaamse films ................................................................................................................... 37
Observaties ............................................................................................................................... 38
Vlaamse series & films op televisie ................................................................................................. 38
Top 3 VAF/SF-gesteunde fictiereeksen ......................................................................................... 39
Top 3 VAF/SF-gesteunde docuseries ........................................................................................... 39
Top 3 VAF/SF-gesteunde animatiereeksen ................................................................................... 40
Allertijden ................................................................................................................................. 40
Podcasts in 2024 ........................................................................................................................... 40
Podcastcijfers van 2024 ............................................................................................................. 41
De historiek ............................................................................................................................... 41
Top 3 podcasts .......................................................................................................................... 41
Podcast prijzen .......................................................................................................................... 42
Cijfers totale podcastbeluistering ............................................................................................... 42
3
,EXAMEN:
-Kies 1 van de hoofdstukken: grote vraag + ook vraag over 1 v.d. bijlages
-Bijvraag over andere hoofdstukken maar algemener
Les 1: Media trends
Wij bekijken het media trend report van 2025
Tot stand koming
5 onafhankelijke teams van experts onderzochten complementaire domeinen met
hoge relevantie voor mediabedrijven.
Hier kwamen 5 rapporten uit met +40trends en +150 subtrends
De 5 rapporten
De 5 key trends in media
1. Veranderende mediaformats en kanalen
2. Het belang van communities & relaties
3. Nieuwsmoeheid en afnemend vertrouwen in traditionele media
4. Nieuwe gatekeepers: de dominantie van platforms en influencers
5. AI als versneller van digitale transformatie in media
Trend 1: veranderende mediaformats en kanalen
De trend binnen het nieuws
Een shift van tekst-based
artikels naar video, audio De rol van sociale media
Mobile-first nieuws
en korte formaten. in nieuwsverspreiding.
consumptie.
Afnemend belang van
social mediaplatformen
4
Multimedia storytelling en
De groei van podcasting om verkeerd naar
immersive journalisme
en audio innovatie nieuwssites te leiden.
, De trend binnen Gen Z
Grens tussen entertainment
Gen Z wil korte snackable en serieuze content
content + mobile-first. vervaagd door interactieve
storytelling en gamified
content.
De trend binnen Gamen
Gamefuncties worden meer en
Gaming loopt voorop binnen
meer geïntegreerd in andere
interactieve storytelling.
toepassing zoals media.
Game concepten en Tools en engines uit de game-
ontwerptaal beïnvloeden het wereld maken next-generation
ontwerp van media-assets. mediaontwikkeling mogelijk.
Trend 2: Het belang van communities & relaties
Vbn. Jij die op je Facebookfeed de vraag stel “Waar kan ik goeie pizza eten in Gent?”
Harley Davidson Fanclub groep
Groepen zoals “Je bent van Gent als”
De trend binnen het nieuws
Alternatieve nieuwsbronnen Groeiend gebruik van Lidmaatschappen voor het
en influencers worden message-apps voor nieuws opbouwen van communities
Directe communicatie via
populair verspreiding (WhatsApp, …) en loyaliteitsprogramma’s.
nieuwsbrieven.
5
