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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

As a social media or digital marketing professional, you probably spend a lot of time (or wish you had more time for) checking up on the latest Instagram algorithm update, current trending topics on social media, and watching webinars on content marketing during your day, right? 

We know that as a busy marketer, your time is limited, and yet the amount of information and knowledge you need to do your job effectively is seemingly infinite given how quickly the digital marketing space moves. 

That’s why we made a list of the top marketing podcasts you should be listening to to help sharpen your skills. Podcasts are a great option for distilling a lot of important information in one place, and the best part is, they can be listened to on the go! Whether you're commuting, at the gym, or on your lunch break, marketing podcasts are a nice solution for busy professionals.  

Not sure where to start? Browse the below options for some ideas! 🎙️

Marketing has many niches but, for the most part, the end goal is the same. These podcasts are perfect for getting an inside look at the marketing industry as a whole, and also useful for those just starting out in their career.

Everyone Hates Marketers is a no-fluff, actionable podcast where listeners get unfiltered advice on how to generate more leads, customers, and long-term profits through proper marketing tactics. 

The Art & Science of Marketing Campaigns that Speak to the Brain

How to Awaken the Fearless Marketer in You (3 Steps)

How to Come Up With Endless Unconventional Ideas

Listen to the Everyone Hates Marketers podcast on

Tip: Take a look at the best tech podcasts out there

Looking for bite-size tips and talks on all aspects of marketing? Well that’s exactly what this marketing podcast provides. Run by SEO and marketing expert Neil Patel and business leader Eric Siu, they cover a multitude of topics such as content marketing, social media, email marketing, and SEO marketing.

The AI Video Editor That Will 10x Your Content Creation

Listen to the Marketing School podcast on

Tip: Learn more about search engine optimization in one of the best SEO podcasts out there.

If you don’t have time to commit to an hour-long, heady podcast, then this podcast is for you. Their short, punchy, and entertaining episodes look at current conversations in marketing with a refreshingly fun take.

Listen to the Marketing Over Coffee podcast on

Digital marketing is the way of the future, combining the tools of tech with the fundamental storytelling tools of marketing. These podcasts are perfect for anyone in digital marketing, whether well-seasoned or just starting out!

Wondering how to grow your email list? Sell more products? Grow your customer base? Promote your products or services using Facebook ads?

As the host of this podcast, Amy Porterfield displays her broad range of marketing knowledge to answer some of the most commonly asked questions marketing professionals find themselves pondering. Porterfield’s podcast is one of the top-ranked digital marketing podcasts on even the most seasoned marketing pro’s list of worthwhile listens.

Overwhelmed By Marketing Metrics? Learn Which Ones I Track & Why

ChatGPT, AI, & How To Use It In Your Marketing

Cut Through The Noise: How To Create A Unique Personal Brand

Listen to the Online Marketing Made Easy podcast on

The Perpetual Traffic digital marketing podcast is hosted by Kasim Aslam & Ralph Burns. They discuss the ways you can maximize traffic to your website and increase conversions. If you’re looking to diversify and level up sales at your business then this could be the podcast for you.

How Much Should You Spend On Digital Advertising?

Why YouTube Ads Beats Facebook Ads Every Time With Aleric Heck

10 Proven Perpetual Traffic Nuggets For Driving More Traffic

Listen to the Perpetual Traffic podcast on

Silicon Valley journalist, Kara Swisher, hosts Recode Decode—a digital marketing podcast featuring tech experts discussing business, the tech industry, and how their big ideas will change the world. Swisher isn’t afraid to confront the biggest names in tech (Zuckerberg, Benioff, Dorsey) about the damage their platforms are causing around the world, which makes for some uncomfortable—but necessary— conversation.

How Stitch Fix uses data to sell more clothes, and why CEO Katrina Lake hopes retail has a future

SiriusXM’s 360 strategy with CEO Jennifer Witz

For those who are interested in expanding their brand or business through affiliate marketing, or even if you’re just looking for some inspiration from these scrappy tactics to apply to a larger corporate strategy, Niche Pursuits is for you.

This digital marketing podcast takes an hour-long deep dive each week into how niche site owners deal with day-to-day struggles and success.

How Shaun Els Builds an SEO Content Strategy That Drives Conversations

How to Create High-Converting Affiliate Content That Also Ranks in Google

The SEO Strategies Cyrus Shepard Discovered After Analyzing 23 Million Internal Links

Tip: Learn How Influencers Are Changing The Affiliate Marketing Game

The world of social media has grown and matured exponentially as a viable marketing tool, and new ways to use it for reaching consumers seem to arise daily. Here are a few social media marketing podcasts for staying relevant, knowing the important marketing trends, and using social media to the fullest for your marketing strategy. 

See even more social media podcasts here!

Calling all social media directors! Interested in understanding the “how” and “why” of social media marketing? Then you’ll want to tune in to this social media podcast! With organic reach on the decline, social marketers need to know every tactic available to help improve reach, and this podcast is a great way to learn about helpful hacks, trends, and up-to-date industry news. 

The 13 Best Marketing Podcasts You Need to Be Listening To in 2025

Are You Understanding and Connecting with Your Irish Audiences?

In today’s tech-run world, reaching consumers has never been easier and more effective than with the wonders of the Internet. Why stick to traditional Above the Line (ATL) media of TV or print when you can grab the attention of your audience, any time of the day, at the click of a browser icon?

In light of this, brand management has become vital in establishing and upholding a company’s reputation. It was Jeff Bezos who famously said “your brand is what people say about you when you’re not in the room”. 

For some, this can invoke cold shivers, bearing in mind that “the room” for brands is now forums and platforms like Facebook, Twitter and Instagram, and over 90% of Irish adults use social media. According to The Irish Times, this number is growing – along with accessibility, and consumers have taken up even more vocal power with the emergence of Influencer Culture.

Tip: These are the top Irish influencers.

Geographic segmentation and dissecting Irish audiences

No form of segmentation is as powerful alone as it is when considered within a bigger picture. However, there are some distinct differences in infrastructure, culture and topical themes, directly related to location. The a href=”https://www.pwc.ie/reports/irish-retail-consumer-report-2019.html”>PwC Irish Retail and Consumer Report, 2019 gave us some visibility into current behaviour and mindsets:

“20% of Irish consumers shop online weekly or more often from their mobile devices”.

Trust and sustainability are popular values, with 21% of Irish consumers willing to pay a premium for sustainable goods and services

Irish consumers are generally not tech-averse

This survey data is a helpful stepping stone for those looking to understand Irish audiences better, but there are simpler ways to gain far more valuable psychographic, behavioural and sentiment insight with regards to this exciting market – using technology.

With the ever-evolving digital landscape moving fast, the task of gaining valuable insight from real-time data can be tough. But, there is a light at the end of the information superhighway-tunnel: Media Monitoring Tools. 

Media monitoring software scans selected social and news platforms for mentions of specific keywords and hashtags. Everything is automated and as accurate as possible, through the leaps in advancement in artificial intelligence (AI) and machine learning. Combine that with human interpretation and you have a comprehensive overview. 

From a dashboard, you can easily access location-based data in the form of metrics you set. This could be a combination of mentions, sentiment analysis and top tweets about a specific subject or brand. You can also see how many people in Ireland are talking about a specific subject and how they feel about it based on a report of positive, neutral or negative sentiment. 

See what Irish audiences are most interested in

Pick up on poor sentiment around your brand, or a topic related to your brand, before it spirals out of control

Learn more about what products and services your customers love and hate

Develop detailed personas that you can target your marketing to

Respond to complaints or concerns that are out in the public eye (about your brand)

Develop sales leads and join relevant conversations

The efficacy of your media monitoring tool is directly attributed to the strategy you use it for. However, this technology offers you the opportunity to develop and protect your brand, through various mechanisms. 

Go beyond understanding Irish consumers and  manage how they perceive your brand

A disgruntled consumer tweeting something negative about a brand, left unseen, could have devastating consequences. But with the use of accurate and agile Media Monitoring Tools, you will be able to easily, and constantly,  monitor the web in real time. Allowing for mitigation and a proactive approach if any issues arise, these tools assist brands in giving their consumers the brand experience they deserve and give you continued insight into who you’re speaking to.

As an added bonus, media monitoring tools can also be used for business development.

Get accurate data. While many companies still solely rely on traditional data collation methods, what some call “alternative data” can be a valuable tool to more accurately understand consumers. 

Test your assumptions more subjectively. It’s easy to cherry pick information that supports popular ideas but the data can often present us with hidden and surprising challenges. If you can identify and address these, you can grow your business sustainably. 

Get the edge over your competitors. Media monitoring software also gives you insight into other brands within your industry, giving you a valuable tool to make you and your business more competitive. 

Develop informed creative concepts. Knowing how your consumers feel and what they say about your brand should give you a good reference point to build creative campaigns on.

Set better KPIs. In this instance, “better” means more relevant and realistic, based on the data and trends viewed over time.

Automate manual processes and save time. Scanning for mentions, collating data and reporting is all a breeze when you aren’t sitting filling in form fields and designing graphs. This is an example of where the technology can do the work for you, to a greater extent.

Media monitoring software can genuinely revolutionise the way you understand your audience and protect and build your brand. Gain greater understanding into the feelings and perceptions of your Irish consumers and tap into this exciting and technophilic market, with greater ease.

Sounds great! What now?
Contact Meltwater to book a free demo or to find out more about Media Monitoring Software in Ireland.

Media Monitoring Tools in Ireland – What You Need to Know

No matter how much money you have, personal finance is a basic life skill. Listening to finance podcasts can be a great way to learn tips and tricks that will keep more money in your pocket. You need to know how to manage your money and be able to afford life. Because let’s face it — life isn’t getting any cheaper.

To help you along your journey to financial independence, we’ve rounded up some of the best finance podcasts that offer real advice anyone can use.

Check them out for yourself and share them with a friend — it just might change your life!

Hosted by personal finance expert Dave Ramsey, this finance podcast provides money-related advice on budgeting, becoming debt-free, investing, and building wealth.

Ramsey has been sharing expert financial advice since 1988 when he first started offering financial counseling. Today, he’s authored numerous books and has a radio show where he teaches others to pay off debt.

Motley Fool Money is a well-rounded finance-related podcast covering the latest financial news, stock market analysis, and investing strategies.

Host Chris Hill and investment analysts discuss individual stocks and market trends and interview notable guests. The Motley Fool offers advice for everyone, from fresh college grads looking to buy their first asset to families and retirees with an established portfolio.

Hosted by Brian Preston and Bo Hanson, this finance podcast shares insights on personal finance, investing, tax planning, and wealth accumulation.

Engaging conversation and easy-to-follow information make this one of the best financial podcasts of its kind. Common topics cover taxes, retirement strategies, real estate investing, major purchases, and general finances.

Produced by NPR, this podcast explores the world of economics and finance through entertaining and thought-provoking stories.

It covers a wide range of topics, including global markets, entrepreneurship, and personal finance. The belief here is that any topic can be tied back to economics in some way, reinforcing the massive importance money and finances play in our lives. 

Hosted by Patrick O'Shaughnessy, this podcast features interviews with top investors, entrepreneurs, and thought leaders.

Learn about their personal investment strategies, market insights, and success stories.

The podcast promises boardroom insights you can’t get anywhere else. Listeners can learn how to better invest their time and money, particularly when it comes to starting and growing a business.

Millennials are a unique breed when it comes to just about anything. They grew up on the cusp of the technologies that have shaped our present day. They’re facing massive student loan debt and sky-high home prices. They’re having kids later in life and putting off major purchases because life’s expensive.

For Millennials to make it in today’s world, they can’t follow in their parents' footsteps. That’s why there’s the Millennial Investing podcast, one of the only financial podcasts that cater to the unique money challenges of Millennials. From teaching financial literacy that most never learned in school to navigating inflation and the stock market, all topics are targeted to a generation that’s ready for change.

Tip: Learn more about Marketing to Millennials & Gen-Z and take a look at the best tech podcasts to listen to

A judgment-free zone for financial advice, Brown Ambition homes in on money challenges and strategies for women of color.

Part financial podcast and part lifestyle show, this female-hosted podcast interviews a wide range of guests to talk about debt, careers, and overcoming limiting beliefs. Women (especially women of color) face unique challenges when it comes to building wealth, and this podcast creates a safe space for all to learn, share, and grow.

The short and sweet shows on DIY Money are perfect for those who want bite-sized pieces of financial advice.

Listeners love the quality takeaways they get from each episode, which sounds more like a conversation with friends than a formal lecture. Topics cover a wide range, including money-saving advice, taking on debt, building equity, and more.

If you’re looking for quick and simple financial insights, Ditch the Suits was made for you.

Shows are around 25 minutes long, making it easy to squeeze in a whole episode on your daily commute. They’re all about no-fluff financial talk, giving you real-life perspectives on questions straight from their listeners.

Side hustles have become a popular way to earn more money without taking on a second full-time job.

The Side Hustle Show is an excellent resource that covers all things related to side incomes, especially when it comes to turning your side hustle into your primary income source. The show totals more than 560 episodes, with new episodes released frequently. 

The 20 Best Finance Podcasts 2025

The Irish Entertainment and media (E&M) industry is expected to increase at a 4.53% CAGR (Compound Annual Growth Rate) to €6.14 billion by 2026, up from €4.92 billion in 2021. This expansion is being driven mostly by increased internet availability and a huge rise in internet advertising.

People are spending more time than ever before consuming information, but in a more fragmented manner, thanks to the development of media gadgets. TV content can be seen live, recorded on PVR, accessed on-demand via OTT services, and accessed via mobile.

Television can be accessed via TV sets, laptops, tablets, and phones, whether at home or on the go. There is no need for a radio set to access radio services, and there is infinite access to music and podcasts on practically any topic.

The fast development of portable, Internet-enabled gadgets accessible at consumer-friendly price points is driving the boom in media consumption. This has increased the variety and viewing options available on connected devices, particularly laptops, smartphones, and tablets.

Read along as we discuss more about the media landscape in Ireland and cover the following topics:

What Are the Top Media Channels in Ireland?

Wrapping Up: The Media Landscape in Ireland

Ireland's press freedom climate is generally positive, allowing journalists to work freely.

Recent years have witnessed a shift towards greater pluralism, with notable changes in media ownership, including Denis O’Brien's sale of shares in Independent News & Media and Communicorp, fostering increased competition and diversity.

The Future of Media Commission, established by the Irish Assembly in 2020, released a report in 2022.

The government accepted most of the recommendations, leading to initiatives like the Media Fund and support for local democracy reporting. However, concerns persist regarding the funding of public service broadcaster RTÉ.

A long-overdue review of Ireland's Defamation Act 2009 was published in 2022.

The review aimed to provide clearer protection for public interest journalism and introduce anti-SLAPP mechanisms. While generally welcomed, there were some concerns, particularly regarding the abolition of juries in defamation cases.

In 2022, Irish broadcasters and media outlets faced financial challenges.

Regional titles struggled, and decisive action on funding reforms for RTÉ and other news outlets remained pending from the government.

Journalists in Ireland enjoy relative freedom without significant cultural constraints.

The abolition of blasphemy by referendum in 2018, effective in 2020, was a positive development, decriminalising the publication of "blasphemous, seditious, or indecent matter" and eliminating the offence of defamation of any religion.

While Irish journalists occasionally reported safety threats from criminal groups, no significant cases were reported in 2022.

Concerns exist about attacks on journalists through social media. Interviewing police sources has become challenging since the Garda Siochana Act of 2005, prohibited officers from talking to journalists without prior authorization, risking dismissal, fines, or imprisonment.

RTÉ is the most popular digital (and offline) brand, with a digital audience of one in every four individuals (24%) consuming the public service broadcaster's content online. Except for the BBC and the Irish Mirror online, most outlets have dropped between 1-3 percentage points (pp) in the last year. Sky News is the only brand that has increased its digital audience (+1pp) in the last year.

In Irish life, RTÉ is unique – in any given week, 91% of Irish people watch or use RTÉ channels or services. This extensive reach across television, radio, online, mobile, social media, and live events provides RTÉ with a unique insight into Irish media viewers.

From early morning to evening commute, national and local radio continues to draw large audiences, while viewing live television dominates media consumption in the evening, beginning at six o'clock. 

In addition, every day, people in Ireland watch more than three hours of television and listen to more than three and a half hours of radio. Live television and radio continue to be vital mediums for advertisers as well as audiences.

In this section, we dive into more detail about the top channels that the Irish people use to consume media and the market share each channel holds. Read along!

Currently, Ireland is Europe's hub for computer manufacturing and usage – it manufactures one-third of all PCs sold in Europe, and several software businesses have operations there. For example, Baltimore Technologies, an Internet security organisation, and Iona Technologies, a software integration corporation, are both indigenous.

The Irish Emigrant is the world's longest-running Internet news service, founded in 1987 by Liam Ferrie as an electronic newsletter to keep his foreign colleagues at Digital Equipment Corporation up to date on Irish news. The Irish Emigrant is now read in over 130 countries. Since 1995, a hard copy edition has been printed on green paper in Boston and New York. Ferrie received the Irish Internet Association's first Net Visionary Award in 1999.

Moreover, almost every broadcaster and newspaper in Ireland has a website. The Irish Times established its online presence in 1994, and four years later it was turned into the portal site Ireland.com. This website receives 1.7 million visits from 630,000 unique users each month, ranking second only to the website of the bargain airline Ryanair in Ireland. Ireland.com began charging for access to select portions of the site in 2002, following the trend among content-driven websites throughout the world. In 2002, Ireland had a 33% Internet penetration rate, with Dublin having a 53% penetration rate.

The onset of over-the-top (OTT) distribution, which gave rise to direct-to-consumer (DTC) services, is the most significant recent change in the media value chain.

These services enable customers to access music, film, and television content over the Internet without the need for a typical cable or satellite subscription (Apple, Netflix, Spotify, Hayu). Greater broadband access opens up new avenues for content distribution and monetization. It implies more choice and access to any material, anytime, anywhere, on any device for content owners, and more choice and access to any content for consumers.

However, to compete successfully in the OTT market, investments in content, rights, better functionality, and technology are required. To stay up with market advancements, RTÉ and other broadcasters have invested in the creation of OTT services including RTÉ Player, RTÉ Radio Player, and RTÉ News Now.

TV operators have also entered the OTT industry by providing 'TV everywhere' access, which allows users to consume live and on-demand content both inside and outside the home (e.g., Sky Go, Virgin TV Anywhere), as well as by building their video-on-demand (VOD) solutions. With more options, some consumers are abandoning the traditional TV paradigm. They are foregoing comprehensive TV bundles in favour of a more limited selection of channels or alternative Subscription VOD (SVOD) offerings.

More people are purchasing 'skinny bundles' which are reduced-priced subscriptions to TV channels or content packages offered by cable, satellite, and OTT providers such as Netflix, BT Sport, and eir Sport. All of these new distribution mechanisms are putting long-standing business paradigms to the test.

In Ireland, the percentage of respondents who pay for news subscriptions is down -1pp, tying it with Europe (15%). Looking back, Ireland's numbers have been slowly increasing since 2019, when those subscribing formed only 12% of the total.

The 25-34 age group has the highest percentage of paid customers in Ireland (21%). The younger generation (19%) comes next.

Better pricing (24%), more value - for example, being able to access more than one website with one purchase (17%), and making the content more engaging or relevant (15%) are the top factors that would attract consumers to subscribe.

The Meltwater Blog

The 13 Best Marketing Podcasts You Need to Be Listening To in 2025

Media Monitoring Tools in Ireland – What You Need to Know

The 20 Best Finance Podcasts 2025

Media Landscape in Ireland: A Complete Guide

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