In 2023, the Australian media industry faced a turning point. Legacy print publications were struggling to keep up with digital-first outlets, streaming services were outpacing traditional TV, and social media platforms were dictating the news cycle. Then, the Meta News Ban hit—suddenly, Australian publishers found themselves cut off from a significant traffic source overnight. For many, this was a wake-up call. For Dami Okedara, a marketing strategist with a deep understanding of media, it was a moment of clarity. The industry was shifting in ways few were prepared for, and those who failed to adapt would soon be obsolete. In this article, we explore Dami’s take on the challenges, opportunities, and future of Australia’s media landscape—and what businesses and content creators need to do to stay ahead.

The Biggest Shifts in Australian Media

1. Traditional Media’s Decline & the Rise of Digital Independence

The dominance of major news outlets like News Corp and Nine Entertainment is no longer guaranteed. Smaller, independent platforms powered by content creators, niche publications, and digital-first startups are gaining ground.

📌 Stat Alert: Over 70% of Australians now consume news online, with social media being a primary source (Reuters Institute Digital News Report 2023).

✅ Dami’s Take: “Legacy media still holds influence, but it’s no longer the gatekeeper. Brands and creators who build their own communities—through YouTube, newsletters, and podcasts—are the real winners.”

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2. The Social Media Algorithm Wars

The 2024 social media landscape looks very different from a few years ago. Platforms like TikTok and YouTube Shorts are now the biggest drivers of video content, while Facebook and Instagram are struggling to maintain engagement.

📌 Key Changes Impacting Australian Media:

Declining organic reach on Facebook & Instagram due to algorithm shifts.

YouTube & TikTok dominance in long-form and short-form content.

News aggregation restrictions impacting traditional publishers.

✅ Dami’s Take: “If your business relies solely on social media algorithms for traffic, you’re playing a dangerous game. Own your audience—invest in email lists, direct websites, and community-driven platforms.”

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3. The AI Disruption in Journalism & Content Creation

The impact of Artificial Intelligence (AI) on Australian media is undeniable. AI tools like ChatGPT, Jasper, and Midjourney are now assisting in content generation, copywriting, and even automated news reporting.

📌 Impact on the Industry:

Traditional journalists are competing with AI-generated content. Media companies are integrating AI for content curation & personalization.Ethical concerns around AI bias and misinformation are rising.

✅ Dami’s Take: “AI won’t replace good storytelling—it’ll amplify it. Those who learn to leverage AI for research, automation, and personalization will outperform those who resist it.”

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The Future of Australian Media: What’s Next?

Dami Okedara believes that three major trends will shape the future of Australian media:✅ 1. The Rise of Community-Owned Media – Niche-focused media brands (like Substack newsletters, Patreon-supported creators, and podcast networks) will continue to grow.

✅ 2. Video & Audio Will Overtake Text-Based Media – Australians are watching more video and listening to more podcasts than ever before.

✅ 3. First-Party Data Will Be Gold – Businesses will need to own their audience rather than relying on third-party social media algorithms.

📌 Stat Alert: Over 60% of Australians now regularly listen to podcasts and consume video content over text-based news (Edison Research, 2023).

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