The B2Press Online News Analysis 2026 examined selected online news outlets across Europe, the Middle East, the United Kingdom, Türkiye and the United Arab Emirates between 1 January 2023 and 31 March 2026. More than three million URLs were evaluated through sitemap crawls, RSS feed analysis, Google News index samples and digital media monitoring tools.
Focusing on online news volume, branded visibility, press release-driven coverage and data use, the study found that digital news output increased by an average of 7% annually between 2023 and 2025.
According to the analysis, digital news production continued to expand throughout the same period, while the editorial value of PR content became increasingly dependent on the quality of the information it provides.
Regional differences in press release coverage
The analysis found that the UAE had the highest level 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. The figure was 17% in Türkiye, compared with 9% in Europe and 7% in the UK.
Regional differences were also evident in brand visibility. The UAE recorded the highest share of articles mentioning a brand at 35%, followed by the Middle East with 28% and Türkiye with 24%. In both the Middle East and the UAE, business and economy news accounted for more than 30% of total news output, while over 60% of those articles included a brand.
Data gains importance in editorial decisions
The analysis also found that data is becoming a more important factor in editorial decisions. Among the markets analyzed, the UK recorded the highest level of data usage, with 31% of news articles including data, followed by Europe at 27%.
The BBC example demonstrates the distinction between publishing a press release and using it as a reporting source. While the share of press release-driven coverage remained low, 32% of BBC articles included data. According to the analysis, publications with stronger editorial standards are less likely to reproduce press releases directly and more likely to integrate verified information into their own reporting.
Commenting on the findings, Ediz Tokabaş, Managing Partner at B2Press, said:
“The findings show that the role of press releases is changing. 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.”
Editorial quality defines PR success
A broader conclusion from B2Press Online News Analysis 2026 is that traditional press release formats lacking data, verification and context are becoming less effective in modern newsrooms. As digital news output continues to grow, editors are placing greater emphasis on trust signals that help distinguish useful information from promotional content.
“The 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.”
The findings come as digital media organizations face rising content demand, fragmented audiences and growing concerns around misinformation. In this environment, visibility is increasingly linked to usefulness. According to the study, 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.”
The analysis suggests that the future of media relations will be shaped less by outreach volume and more by editorial quality. While press releases will continue to play an important role, their value will increasingly depend on whether they provide more than a company announcement. For newsrooms, the priority is better information, stronger context and data that earns editorial trust. For PR teams, this raises the bar while creating a clearer opportunity to help journalists verify, understand and report with confidence.
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