A New Era of Influence
Our data shows that 72% of the individuals ranked in this year’s Tech 500 now run a blog, newsletter, podcast, or YouTube channel, and more than a quarter (26%) are active across two or more platforms. This marks a decisive break from previous years, when influence was concentrated in earned media and social networks.
The shift is most visible among media influencers. More than half (51%) of journalists in the Tech 500 now publish their own newsletters, a quarter (25%) write blogs, 16% run YouTube channels, and 11% host podcasts – reflecting both the pressure to deliver multimedia content and the growing importance of building personal brands.
Business leaders and entrepreneurs are following a similar path. Nearly one in five (19%) now publish newsletters and 8% host podcasts alongside their corporate roles. For many, a strong social presence has become a business asset, with investors and customers alike expecting leaders to be visible, credible, and authentic voices online.
Together, these trends reflect how trust and media consumption are evolving, with audiences increasingly seeking out content from individuals as well as organisations. Trust is now being built in more personal, fragmented ways – through newsletters, podcasts, LinkedIn posts, and video content.
For PR and communications professionals, this shift means rethinking how and where we build visibility. Influence has become more fluid and distributed, but it also offers new opportunities to connect, engage, and build trust in authentic ways.
Influence Without Borders
One of the most striking developments in this year’s report is the increasing role of global voices in shaping Europe’s technology conversation. Leaders from major international technology companies now play a visible part not only in industry debates but also in political and regulatory discussions.
The crossover between Big Tech and politics has never been more evident. Industry figures are now regulars at high-profile summits and state events, from Donald Trump’s inauguration to the UK–US visit at Windsor Castle. Technology leaders have become central players in geopolitical dialogue, influencing agendas that extend far beyond the sector itself.
Most of these global figures (78%) are based in the United States, reflecting the dominance of American technology companies in shaping Europe’s digital and policy discourse. Their influence reaches well beyond corporate announcements, into European discussions on AI regulation, sustainability and competition.
Influence today doesn’t recognise borders. For PR and communications teams, success depends on seeing the bigger picture – connecting markets, platforms and audiences while keeping messages authentic and human.
That’s what the Tyto Tech 500 helps us, and our clients achieve. As a single team operating seamlessly across multiple European markets, the insight we glean from the Tech 500 is used across the agency to inform campaign strategy and activity. It enhances the intelligence and integrated approach we employ for clients to navigate Europe as a complex, multi-market landscape and build influence that truly transcends borders.
About the author
Rebeeca Donnelly is Managing Director of Client Services at Tyto. Rebecca has 15 years’ PR and communications experience, combining global strategic expertise with a strong track-record in delivering high-impact consumer and corporate campaigns.