STV Journalists to Strike over Salary Freeze as Broadcaster Profits Drop

Why It Matters

The move highlights mounting financial pressure on regional broadcasters and raises concerns about news quality ahead of a pivotal Scottish election, while labor unrest could accelerate industry consolidation.

Key Takeaways

• STV's 2025 revenue fell 6% to £176.9m (~$225m)
• Salary freeze follows a £5.9m loss and 61% profit drop
• 80 journalists previously struck; 60 roles cut in 2025
• Digital revenue target missed; aims for $38m by 2026
• Union warns morale low as negotiations stall

Pulse Analysis

STV’s latest financial results underscore the fragility of the UK regional broadcast market. A 6% revenue decline to £176.9 million (roughly $225 million) and a 10% slide in ad sales to £89.3 million ($113 million) pushed the broadcaster into a £5.9 million loss. The company cited a weak economy and a compressed advertising landscape as primary drivers, prompting a temporary salary freeze—the first since a modest 3% raise in early 2025. These figures mirror broader challenges faced by legacy media as digital platforms siphon ad spend and audience attention.

The salary freeze has ignited labor action, with STV journalists planning a strike on May 8, a day critical for covering the Holyrood vote count. The National Union of Journalists warns that staff are over‑worked and under‑paid, especially after 80 journalists walked out in January over redundancies and a proposed merger of regional news bulletins. The dispute adds to a wave of media strikes across Europe, where unions are pushing back against cost‑cutting measures that threaten editorial independence and newsroom morale.

In response, STV is betting on digital growth and new revenue streams. The broadcaster launched STV Radio in 2025 and aims to lift digital revenue from £22.5 million ($28.6 million) to £30 million ($38 million) by 2026, while targeting studio earnings of £120‑140 million ($152‑$178 million). However, current results suggest the company is off‑track, prompting an £8 million (≈$10.2 million) cost‑saving programme and further staff reductions. The outcome will signal whether traditional broadcasters can successfully pivot to digital while maintaining journalistic standards in a tightening market.