The Numbers Confirm That Media Has Changed
The shift away from traditional broadcasting is not speculation. It is measurable, widespread, and accelerating.
According to Nielsen’s May 2026 Gauge report, streaming accounted for 48.6% of total television viewing, compared with 19.2% for broadcast television and 20.4% for cable.
YouTube alone represented 13.8% of television watch time that month, demonstrating how a digital-first platform can compete directly with traditional media companies for viewers’ attention.
The transformation extends beyond entertainment.
The Reuters Institute’s 2026 Digital News Report found that, across 48 markets, 54% of respondents accessed news through social media and video networks during the previous week, surpassing news organizations’ own websites and apps at 51%.
The report also found that 77% of respondents watched online news video weekly.
These findings demonstrate that audiences are increasingly comfortable accessing information outside traditional broadcasting systems.
For independent media companies, this creates an opportunity to reach audiences directly through digital platforms, connected television, social content, podcasts and other distribution channels.
But it also creates a responsibility.
As audiences encounter information from a growing number of sources, credibility, transparency and thoughtful editorial practices become essential.
Independent media must offer more than additional content.
It must provide meaningful perspectives, reliable information and experiences that audiences consider worthy of their time and trust.
Women Are Already Embracing Digital Media
Women are not waiting for the media industry to change.
They are actively participating in that change.
According to Pew Research Center’s 2026 social media research, American women report significant engagement across major digital platforms.
| Platform | U.S. women who use it |
|---|---|
| YouTube | 83% |
| 77% | |
| 56% | |
| TikTok | 43% |
| 30% |
These figures represent platform usage among U.S. adult women, not the percentage who watch news or professional programming on each service.
Nevertheless, they reveal the scale of the opportunity.
Women are already spending time in digital environments where they can discover information, follow creators, participate in conversations and engage with businesses.
Pew’s 2026 News Platform Fact Sheet provides further insight into how women access information.
It found that 63% of American women get news from social media at least sometimes, compared with 55% of men. Women were also more likely than men to get news from email newsletters, at 36% compared with 32%.
These findings reinforce the importance of developing a media strategy that meets women across multiple channels.
A woman may discover an interview on Instagram, watch a longer conversation through a streaming platform, read an accompanying article, subscribe to a newsletter and eventually participate in an event or professional community.
Each interaction creates another opportunity for connection.
For THIS IS IT NETWORK™, the goal is to bring these experiences together into a dedicated ecosystem where women can discover relevant content and continue engaging beyond the initial viewing experience.
Representation Is Still an Industry Challenge
While the distribution of media has changed, questions about who controls editorial decisions remain.
According to the Reuters Institute’s 2025 Women and Leadership in the News Media report, women held only 27% of top editorial positions in a sample of 240 major news outlets across 12 markets.
This was despite women representing approximately 40% of journalists in those markets.
The disparity highlights an important distinction between participation and leadership.
Women can work in media, contribute stories and appear on screen without having equal influence over which subjects receive attention, which perspectives are prioritized and how resources are allocated.
The challenge is not limited to journalism.
The Women’s Media Center continues to document gender disparities across media and entertainment. Its 2026 analysis of non-acting Emmy nominations found that women accounted for approximately 35% of nominees in the categories examined.
Progress has occurred, but representation behind the scenes remains uneven.
For independent women’s media, this creates a clear opportunity.
A dedicated platform can intentionally feature women as experts, decision-makers, entrepreneurs, innovators and leaders—not simply as occasional guests in conversations developed for a broader audience.
It can also create opportunities for women to work as producers, directors, hosts, journalists, creators and business partners.
The future of women’s media should not be limited to women appearing in the content. Women must also have opportunities to own, produce, distribute and profit from it.
Independent Media Can Turn Visibility Into Opportunity
For too long, media success has been measured primarily through audience size.
Ratings, impressions, views and advertising reach have dominated conversations about value.
These measurements remain important, particularly for businesses that depend on advertising and sponsorship revenue.
But they do not tell the entire story.
A video with thousands of views may generate little meaningful engagement.
Meanwhile, a conversation viewed by a smaller, highly relevant audience may introduce a founder to a potential investor, connect an executive with a future collaborator or encourage someone to support a community initiative.
The difference is the outcome.
At THIS IS IT NETWORK™, we believe media should create opportunities for women to learn, connect, grow and succeed.
Our approach extends beyond simply producing and distributing content.
We are building relationships between women leaders, executives, entrepreneurs, creators, brands and organizations that share a commitment to meaningful progress.
This means creating opportunities for women to share their expertise, promote their businesses, develop their personal brands and establish relationships that may lead to professional and economic growth.
It also means connecting audiences with actionable information and resources.
Independent media can be particularly effective when it serves a clearly defined community and understands the needs of that audience.
The opportunity is not to replicate traditional broadcasting on a smaller scale.
It is to create a different relationship between media and the people it serves.
The Power of Grassroots Storytelling
Some of the most important stories in our communities do not begin in major television studios.
They begin in small businesses, classrooms, community organizations, local governments, nonprofit initiatives and neighborhood gatherings.
They begin with women identifying challenges and developing solutions.
A founder creates a business that meets an overlooked consumer need.
An educator develops a program that expands opportunities for young people.
A healthcare professional advocates for better access to information and services.
A community leader brings people together to address a local concern.
An entrepreneur creates employment opportunities and strengthens her regional economy.
These stories may not always receive national attention, but their impact can be substantial.
Grassroots storytelling allows independent media to recognize the importance of local leadership while connecting those stories to broader conversations.
A community initiative in Southern New Jersey may offer valuable lessons for women working in other parts of the United States or around the world.
A female founder operating a regional business may have expertise that benefits entrepreneurs in completely different markets.
By elevating these voices, independent media can help transform local knowledge into shared resources.
For THIS IS IT NETWORK™, our commitment to a local voice and global reach reflects this opportunity.
We can celebrate women making a difference in their own communities while providing a platform through which their experiences, ideas and expertise can reach a much larger audience.
This approach recognizes that meaningful change does not always begin with national recognition.
Often, it begins with one woman taking action and inspiring others to do the same.
Content That Reflects Women’s Entire Lives
Women are not defined by a single interest, profession or responsibility.
They are leaders, consumers, entrepreneurs, caregivers, athletes, artists, educators and community advocates.
They make decisions about their careers, finances, health, homes, families, entertainment and personal development.
A dedicated women’s media platform must recognize that complexity.
At THIS IS IT NETWORK™, our lifestyle programming is organized around ten content categories designed to reflect the diverse interests and experiences of our audience.
These include art and entertainment; business and technology; community and education; fashion and beauty; food and drink; health and nutrition; home and family; mindset and empowerment; wellness and sports; and travel and experiences.
This editorial structure creates opportunities to introduce women to subjects that inform their decisions and enrich their lives.
It also allows brands and organizations to participate in relevant conversations with audiences who have a demonstrated interest in their industries.
A woman may initially discover THIS IS IT NETWORK™ through a conversation about entrepreneurship and return for content about wellness, travel or women’s sports.
Another may engage with a food and beverage feature before exploring professional development opportunities or joining a community event.
This is the value of building a comprehensive lifestyle platform.
Rather than asking women to separate their personal and professional interests, we recognize that these experiences are interconnected.
Women Are an Economic Force That Brands Cannot Ignore
The case for investing in women’s media is not only cultural.
It is economic.
According to NielsenIQ’s 2024 report on women’s influence in consumer packaged goods, women controlled an estimated $31.8 trillion in worldwide spending.
The report also describes women’s significant influence on household purchasing decisions and emphasizes the importance of authenticity, sustainability and transparency in consumer relationships.
These estimates demonstrate why women deserve serious consideration in advertising, marketing and business development strategies.
However, spending power alone does not guarantee that brands will establish meaningful relationships with women.
Businesses must understand what their audiences value, how they discover information and which factors influence their decisions.
Women increasingly encounter products and services through multiple touchpoints, including social content, creator recommendations, digital advertising, professional networks and community experiences.
For brands, this creates an opportunity to develop partnerships that combine relevant storytelling with meaningful audience engagement.
At THIS IS IT NETWORK™, our content, distribution, community initiatives and live activations create multiple ways for brands to participate in conversations that matter to women.
Rather than relying exclusively on traditional advertising placements, partners can support educational programming, original content, interviews, events and community initiatives.
The objective is to create relationships that provide value to audiences while helping brands build awareness, credibility and engagement.
Women should not be treated as an audience to interrupt. They should be recognized as a community worth investing in.
Audiences Are Seeking Connection, Not Just Content
Another significant development in the changing media landscape is the growing influence of independent creators.
The Reuters Institute’s 2026 Digital News Report found that 27% of respondents across its surveyed markets encountered news content from creators during the previous week.
The report also found that audiences often consider independent creators more entertaining and easier to understand than traditional news sources, although concerns about accuracy and impartiality remain.
In the United States, Pew Research Center’s 2025 study of news influencers found that 21% of adults regularly received news from social media influencers.
Among those who regularly received news from influencers, 54% cited help understanding current events as a major reason, while 49% cited authenticity.
These findings suggest that audiences appreciate accessible communication and recognizable voices.
But independent media must do more than develop personalities.
It must establish trust.
That means creating thoughtful programming, clearly distinguishing reporting from opinion, checking factual claims and making space for informed conversations.
For THIS IS IT NETWORK™, authenticity is central to our approach.
Our programming emphasizes real women sharing their experiences, professional knowledge, challenges and accomplishments.
Through interviews, educational content and community conversations, we seek to make expertise accessible and create an environment where women can learn from one another.
The relationship should not end when the episode concludes.
Our goal is to encourage continued engagement through events, educational opportunities, partnerships and community participation.
Why THIS IS IT NETWORK™ Is Positioned to Meet This Moment
The transformation of media creates a unique opportunity for organizations that combine a clearly defined audience with a flexible distribution strategy and a commitment to community.
THIS IS IT NETWORK™ has been built around these principles.
As a female- and minority-owned digital streaming platform, we focus on empowering women leaders, executives and entrepreneurs through original programming, strategic partnerships, educational resources and meaningful experiences.
Our model is built on three interconnected areas: entertainment, events and education.
Entertainment allows us to elevate women’s voices through interviews, original series, lifestyle programming and storytelling.
Events bring our community together for conversations, professional development, brand experiences and relationship building.
Education provides resources and opportunities for women to strengthen their skills, expand their knowledge and develop their personal and professional brands.
These activities are supported by five strategic pillars: content, distribution, community, activation and resources.
Together, they create an ecosystem designed to move audiences beyond passive consumption.
A viewer can discover a story, connect with the person behind it, attend an event, access an educational resource or explore a business opportunity.
For content creators and industry partners, the platform offers opportunities to share programming, reach relevant audiences and participate in collaborative initiatives.
For brands, it creates a way to engage women through relevant content and experiences.
For women leaders, executives and entrepreneurs, it provides a dedicated environment in which their knowledge and accomplishments can receive meaningful attention.
Our digital distribution strategy also allows us to reach audiences beyond a single geographic market.
By combining streaming, social media, digital programming and community outreach, we can connect women across regions and countries while maintaining the personal relationships that make grassroots engagement valuable.
This is not simply about reaching more people.
It is about creating more opportunities for people to participate.
From Audience Engagement to Real-World Impact
The future of independent media will require more meaningful ways to measure success.
Traditional audience metrics remain useful, but platforms focused on community should also evaluate the outcomes of their work.
At THIS IS IT NETWORK™, meaningful impact can include introducing women to professional resources, generating business referrals, encouraging event participation, supporting community initiatives and creating opportunities for content creators and entrepreneurs.
It can also include helping audiences discover women-owned businesses, learn about important issues and participate in conversations that lead to informed action.
These outcomes require intentional programming and consistent follow-up.
A conversation about women’s health can direct audiences toward credible educational resources.
A feature on a female founder can introduce consumers to her business.
A discussion about workforce development can connect participants with training opportunities.
Coverage of women’s sports can help elevate athletes, leagues and the businesses investing in their growth.
An interview with a community leader can increase awareness of an initiative and encourage participation.
Each of these experiences begins with content.
But the potential impact extends beyond the content itself.
For independent media companies, the opportunity is to build systems that help audiences move from awareness to engagement and, when appropriate, meaningful action.
The Next Era of Women’s Media Begins Now
Traditional broadcasting continues to play an important role in informing and entertaining audiences.
But it no longer holds the same exclusive influence over how stories are discovered, distributed and experienced.
Digital technology has expanded access to audiences and created opportunities for new media organizations to develop distinctive programming and communities.
At the same time, audiences are navigating an increasingly crowded information environment.
The challenge for independent media is to combine accessibility with credibility, creativity with business sustainability and audience growth with meaningful engagement.
For women, the opportunity is especially important.
We need platforms that recognize the value of our expertise.
We need media organizations that reflect our experiences and interests.
We need opportunities to own our stories, build our brands, share our knowledge and participate in the economic value of the content we create.
And we need communities that encourage us to move beyond individual achievement and support the success of others.
At THIS IS IT NETWORK™, we are committed to building that environment.
Our mission is to empower remarkable women to SCREAM YOUR DREAM™ through entertainment, events and education, fueled by content, community and connection.
We believe the future of women’s media will be shaped by organizations that understand the power of authentic storytelling, intentional relationships and collective action.
The women leading businesses, strengthening communities, advancing industries and creating meaningful change deserve to be seen and heard.
Their stories deserve more than an occasional segment or a passing headline.
They deserve a dedicated platform.
Now more than ever, independent women’s media matters.
Because when women have the opportunity to share their voices, connect with resources and support one another, the potential for impact extends far beyond a screen.
It reaches our businesses, our communities, our country and our world.
We are not simply building an audience. We are building a community of women whose voices, leadership and actions can help shape the future.
THIS IS IT NETWORK™ | Beyond Impressions. Into Impact.
Research and Sources
- Nielsen — The Gauge, May 2026. U.S. streaming, broadcast and cable television viewing shares.
- Reuters Institute — Digital News Report 2026. Global changes in news consumption, online video and digital platforms.
- Pew Research Center — Americans’ Use of Social Media in 2026. U.S. platform adoption by gender.
- Pew Research Center — News Platform Fact Sheet, 2026. U.S. news consumption across digital and traditional platforms.
- Reuters Institute — Women and Leadership in the News Media 2025. Gender representation in senior news editorial positions.
- Women’s Media Center. Research on women’s representation in media and entertainment.
- NielsenIQ — Shaping Success: Women’s Impact on the CPG Landscape. Estimates of women’s consumer spending influence.
- Pew Research Center — News Influencers Fact Sheet. U.S. audience engagement with independent news creators.
Editorial note: Research cited includes different geographic markets, survey populations and measurement periods. U.S. television viewing shares should not be interpreted as global figures, and social platform usage does not necessarily indicate news consumption. The article’s discussion of THIS IS IT NETWORK™ reflects its mission, programming strategy and intended impact, rather than independently measured business outcomes.
