Sky and the King’s Trust commissioned Public First to explore young people’s views on careers in news and sport media. Using our findings they’ve launched their ‘Get Started’ programme, offering young people industry exposure, practical skills, and mentorship opportunities at Sky Sports and Sky News.

Key Findings

• 52% of 16-25 year olds – equivalent to more than 4.2 million young people – are interested in a career in news and/or sport media. 
• However, two thirds (65%) of young people would not know where to start when pursuing a career in news or sport media. 
• When considering career choices, young people typically prioritise salary (92%) and opportunities for progression (91%) but three quarters (75%) also told us that they were looking for opportunities to be creative in their work. 
• Young people cite high industry competition, lack of professional connections and a limited understanding of the available roles as specific barriers to pursuing news and/or sports media as a career.  
• 49% of those interested in news media and journalism indicated that work experience in the industry would encourage them to pursue the career.

Methodology

Public First polled 1,000 young people in the UK for Sky and The King’s Trust, aged 16-25, online between the 31st January – 10th February 2025. 

All results are weighted using Iterative Proportional Fitting, or ‘Raking’. The results are  weighted by interlocking age & gender, region and social grade to Nationally Representative Proportions.

Public First is a member of the British Polling Council and abides by its rules.  For more information please contact the Public First polling team: polling@publicfirst.co.uk.

Download Polling Tables Here