User needs evolve from a measurement tool to a mindset

Many news organisations have adopted user needs models, but in 2026, this work will shift gears. 

User needs will move from being a framework for analysing output and engagement, to becoming embedded directly in editorial processes. Less a measurement tool, more a mindset. 

Even when "user needs" is not explicitly referenced, the underlying logic will increasingly guide newsroom priorities, influencing which stories are pitched, prioritised and shaped. 

Two forces in particular will accelerate this development.

First: The hunt for uniqueness.

Competition for users’ time will intensify further in 2026 as traffic declines and news consumption becomes increasingly personalised, driven by AI-powered distribution and recommendations. Media organisations will be forced to sharpen their editorial identities. Editorial conversations will move away from volume and towards more fundamental questions: What value do we offer that cannot be easily replicated elsewhere?

User needs can offer a language for answering these questions. In 2026, they will increasingly be used during idea development, story selection and format choices.

Second: A hunt for younger audiences. 

In 2026, younger audiences will play a more decisive role in both strategic priorities and everyday editorial discussions, as media organisations intensify efforts to reach and retain a group they have long struggled to engage. Younger users tend to seek journalism that creates a sense of connection and offers information they can act on. Expectations shaped by social platforms and creator-driven news formats.

User needs models will serve as a practical bridge between these expectations and editorial decisions, influencing not only which stories are told, but how they are framed, sourced and distributed.

A stronger focus on users will place new demands on leadership and newsroom structures. 

Media organisations will have to break down traditional silos and bring audience insights, data, and journalism closer together. We will see a rise in cross-functional teams, and user perspectives will increasingly inform the full journalistic process from pitching to publishing.

The central challenge will be cultural. 2026 will be defined by an ongoing negotiation: how to balance relevance and engagement with journalistic significance. The defining prediction is this: news organisations that succeed will be those that use user focus to strengthen journalism’s impact and clarity of purpose.