The media landscape is shifting rapidly, with social media emerging as a key news gateway. Over 30% of people globally now get their news primarily through social media, a trend that’s particularly strong among younger audiences. In Australia, 39% of individuals aged 18-24 turn to social media for news, surpassing traditional sources like TV and websites. This changing consumption pattern is reshaping the media industry, and at the forefront of this transformation is Trent Thomas and Chattr.
Chattr: A Social-First Media Powerhouse
Chattr, led by Trent Thomas, is rewriting the rules of media by embracing a social-first approach. Founded at just 22, Trent’s vision was to build a lean, modern media company that leverages social media for both distribution and monetization. In the decade since, Chattr has grown into a powerhouse with 600,000 readers a month and 20 million views across platforms like Facebook, Instagram, and TikTok.
What sets Chattr apart is its ability to thrive without the heavy overhead that traditional media outlets face. Through smart use of tools like Meta’s monetization platforms and programmatic advertising, Chattr has maintained high profit margins and stayed agile in a rapidly evolving market. “With Chattr, we saw a clean slate, a chance to re-imagine what a media company could be. With no sales team and light overhead, we were able to keep our costs low and hit our revenue targets,” says Trent. “Looking at revenue opportunities through things like Meta’s monetization policy and platforms like GumGum, it became clear that we could do things differently than the traditional model.”
Data-Driven Insights: The State of Modern Media
While the focus remains on the innovative work being done at Chattr, it’s clear that the broader media landscape is undergoing profound changes. Despite the rise of platforms like TikTok, Facebook continues to dominate as a key source of news in Australia, particularly among younger audiences. Yet, traditional publishers are struggling with declining trust and rising competition from digital-native outlets like Chattr.
Programmatic advertising, which now accounts for over 88% of display ads globally, has been a game-changer for Chattr’s revenue model. By leveraging programmatic tools and social media monetization, Chattr is able to create highly scalable, targeted content and revenue streams, with little reliance on traditional ad sales teams. “Programmatic advertising is not just the future—it’s already here. Over 90% of digital display ads will be served programmatically by 2026, and this trend is reshaping how publishers monetize attention,” says Trent.
Artificial Intelligence: A Tool for Innovation, Not Replacement
AI is also playing a critical role at Chattr. While there’s been a lot of debate about AI’s impact on quality journalism, Trent is adamant that these tools are essential for scaling content production. “AI agents don’t replace journalists—they amplify them. At Chattr, we use these systems to increase both the quantity and quality of our output, giving our talented writers more time to focus on creativity, analysis, and storytelling, while the agents handle the heavy lifting in research, formatting, and production,” explains Trent.
Trust, Authenticity, and the Future of Media
As trust in traditional media continues to erode, younger audiences are gravitating toward content that feels more authentic and relatable. Chattr’s focus on reality television, pop culture, and entertainment resonates strongly with these demographics, helping the company build a loyal and engaged audience. Trent sees this shift as an opportunity to create more meaningful connections with readers: “Younger audiences are skeptical of traditional news outlets. At Chattr, we’ve made it our mission to provide content that feels real, relatable, and relevant to their lives.”
Building a Sustainable Media Business in a New Age
Chattr’s success is not just a testament to its innovative approach but also a blueprint for the future of media. By embracing a lean, social-first model, Chattr is proving that it’s possible to build a profitable media company without relying on outdated business models. Trent’s leadership and vision are shaping the next generation of media companies—ones that can scale quickly, stay agile, and leverage new technologies to their advantage.
“In today’s fragmented digital economy, the future of media isn’t just digital—it’s data-informed, dynamically delivered, and increasingly programmatic,” says Trent. “The key is to embrace the tools that are available, like AI and social media, and use them to build a media brand that can thrive in the new landscape.”
To learn more about how Chattr is reshaping the media industry, visit Chattr’s Website.
Trent Thomas’ Social Media:
