B2Press Online News Analysis 2026 shows that online news are rising while newsrooms increasingly rely on verified data, context and editorial relevance. The findings suggest press releases remain useful, but traditional formats are losing ground to data-supported content that helps journalists work faster and more reliably.
Amsterdam, the Netherlands – Digital news production continued to expand between 2023 and 2025, according to B2Press Online News Analysis 2026, but the editorial value of PR content is now being shaped by the quality of the information it provides.
The analysis reviewed selected online news outlets across Europe, the Middle East, the United Kingdom, Türkiye and the United Arab Emirates, covering the period from 1 January 2023 to 31 March 2026. More than three million URLs were assessed through sitemap crawls, RSS feed analysis, Google News index samples and digital media monitoring tools.
The study focused on online news volume, branded visibility, press release-driven coverage and data use. It found that digital news output increased by an average of 7% annually between 2023 and 2025.
Press release influence varies by market
According to the analysis, the UAE recorded the highest share of press release-driven coverage among the markets reviewed. Around 30% of news articles in the UAE were directly or indirectly based on press releases. Türkiye followed with 17%, while the rate stood at 9% in Europe and 7% in the UK.
Brand visibility also varied by region. The UAE had the highest share of articles mentioning a brand, at 35%, followed by the Middle East at 28% and Türkiye at 24%. In Middle Eastern and UAE publications, business and economy stories accounted for more than 30% of total news production, with more than 60% of articles in that category including a brand.
Data becomes a stronger editorial signal
The research also points to data as a stronger filter for editorial use. The UK led the markets analyzed in data usage, with 31% of news articles including data. Europe followed at 27%.
The BBC example cited in the study illustrates the difference between publishing a press release and using it as a source. Although the share of press release-driven coverage was low, the rate of data usage in BBC articles stood at 32%. According to the analysis, publications with stronger editorial standards may be less likely to reproduce releases directly, but more likely to reframe verified information within their own reporting.
“The findings show that the role of press releases is changing,” said Ediz Tokabaş, Managing Partner at B2Press. “Newsrooms are being asked to produce more content with fewer resources, and that makes verified information more valuable than ever. A press release that simply announces something is easier to ignore. A release that contains credible data, market context and a clear news angle is easier for a journalist to evaluate and use.”
Quality now comes before distribution
A broader conclusion from B2Press Online News Analysis 2026 is that traditional press release formats that lack data, verification and context are finding less traction in modern newsrooms. As digital output grows, editors are placing greater emphasis on trust signals that help separate useful information from promotional content.
“This shift should prompt PR teams to rethink the work that happens before distribution,” Tokabaş said. “The impact of a press release no longer begins with how widely it is sent. It begins with the quality of the content before it reaches the newsroom. Journalists are looking for information that can fit into their workflow quickly. Data-supported content, clear sourcing and relevant business context reduce friction for editors.”
For PR and communications teams, visibility is increasingly tied to usefulness. The study suggests that press releases built around verified figures, comparisons, market context and substantiated claims are more likely to be treated as editorial inputs.
“Success in PR is not only about storytelling,” Tokabaş added. “It is about providing reliable and usable information. Strong narratives still matter, but they need evidence that journalists can trust.”
A higher bar for PR content
The findings come as digital media organizations face rising content demand, fragmented audiences and growing concerns around misinformation. As more content is published, credible signals become more important for editors deciding what deserves attention.
B2Press Online News Analysis 2026 suggests that the future of media relations will be shaped less by outreach volume and more by editorial quality. Press releases will continue to play a role, but their value will depend on whether they offer more than a company announcement.
For newsrooms, the priority is better information, stronger context and data that earns editorial trust. For PR teams, that creates a higher bar and a clearer opportunity: the most effective press releases will be those that help journalists verify, understand and report with confidence.
Contact:
Ediz Tokabaş
info@b2press.com
