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The media industry is undergoing a process of constant change. News organisations must adapt to new technologies and consumption patterns. However, the large infrastructures and rigid processes and mentalities of most media complicate this adaptation and leave room for new innovative and flexible actors: the startups. Methods: The study is based on the case study of four startups in Spain: Politibot, Cuonda, Datadista and Newskid. Information is collected from the founders of these initiatives through a questionnaire interview, while documentary research is used to examine the features of these projects. Results and discussion: These startups are committed to exploring new formats, distribution channels and revenue streams through the use of technology and focus their efforts on specific niches. The results highlight the importance of flexibility, open mindedness and multidisciplinary teamwork in the new media market.

Media startups as examples of innovation in Spanish media market. A study of cases