Crypto’s 2024 in Review | 6 Media Trends That Shaped a Record-Breaking Year
The crypto industry underwent a seismic shift in 2024, driven by landmark moments such as the approval of BTC and ETH ETFs, Bitcoin surpassing $100K for the first time, and a pivotal US election poised to reshape regulatory policies. As these developments unfolded, they not only influenced markets but also dominated media narratives.
Let’s take a closer look at the media conversations that shaped 2024, analyzing what topics resonated with the media and what stories we can expect to emerge in 2025. We’ve leveraged Quid, one of our go-to tools, to uncover the discourse and discord that shape today’s media narratives. This enables us to capture the zeitgeist, understand the public consciousness, and measure the mood of the moment.
- Mainstream adoption
In 2024, online media published over one million articles on crypto, Web3, and blockchain. At the heart of this media coverage was a focus on blockchain technology education, explainers about tokens and cryptocurrency, and listicles on how blockchain can be used to improve society through AI, fintech, and beyond. We also saw decentralized technology benefits and industry growth feature prominently in the media landscape, pointing to a generally favorable outlook for the industry and its mainstream adoption.
Key takeaway: It’s crucial for organizations to prepare for mainstream audiences by developing a clear narrative and vision with simplified messaging to bridge the gap between crypto natives and novices.
2. Regulation to the fore
Seen as central to the future success and acceptance of the industry, stories on crypto regulation came up time and again in media articles. Taking a closer look at coverage of crypto regulation, we saw the implications of the US election feature prominently, alongside other US-centric stories including SEC procedures and pushback from the crypto community against these cases. Regulatory developments in the UK, EU, South Korea, Nigeria, and Turkey also left a mark, with the harmonization of regulatory frameworks a key theme to look out for in 2025.
Key takeaway: Media have demonstrated a clear appetite for regulatory insights, creating an opportunity for crypto organizations and their lead spokespeople to contribute and shape the conversation.
3. Stablecoin growth
2024 was a milestone year for stablecoins. Seen by some as crypto’s killer app, a host of new stablecoins launched in the past 12 months with newly introduced or looming legislation setting a clearer benchmark for what makes a compliant stablecoin in many jurisdictions. The intersection of decentralized and traditional finance stands out in the stablecoin media analysis, with moves from fintech players like Stripe, PayPal, Robinhood, and Revolut capturing news headlines.
Key takeaway: The stablecoin space is becoming increasingly competitive and be it a focus on decentralization, regulatory approval, or marquee partnerships, stablecoin issuers need to clearly differentiate their positioning in order to stand out.
4. Real World Assets (RWAs) making a real-world impact
While media articles on the potential of blockchain and crypto are frequently seen, it is refreshing to see the rise to prominence of RWAs move beyond just hype, with a significant portion of media coverage dedicated to RWA-related product and solution launches. Institutional names from banking and investment sectors, such as Goldman Sachs and Blackrock, were often highlighted. However, media articles on RWAs went beyond finance, with new use cases in real estate, agriculture, insurance, and other industries gaining a foothold.
Key takeaway: Media outlets and their audiences are keen to hear from and about tokenization projects but expect to see proof points and tangible use cases.
5. Bitcoin leads the way
We witnessed new all-time price highs for many different crypto assets as the bull market ramped up as the year progressed. Unsurprisingly, Bitcoin price dominated conversations, culminating in a huge spike in media coverage as BTC surpassed $100K in early December. Price aside, developments such as the Bitcoin halving and its impact on mining rewards, major institutional and national investment and trading, and the implications of the US election results all left a mark on total Bitcoin media coverage.
Key takeaway: While Bitcoin remains the lightning rod for mainstream attention on crypto, those offering deeper analysis of market movements, be it from a technical, cultural, or commercial perspective, can distinguish themselves as thought-leaders in the field.
6. DeFi challenges and opportunities
While being outshone at times by topics such as the growth explosion of memecoins, DeFi nevertheless garnered continued media attention related to its steady growth. Advancements in DeFi by new L2s or non-typical DeFi ecosystems such as Bitcoin, helped to breathe new life into the movement. Security, scams, and hacks continue to feature in media articles on DeFi and remain challenges to be resolved as the sector moves forward.
Key takeaway: Trust is a critical factor in the acceptance of DeFi as a truly viable alternative to traditional finance models. Organizations deploying communication campaigns built upon the pillars of education and credibility can cement themselves as leading DeFi players.
What lies ahead
2024 marked a significant upswing in the crypto markets, but beyond the headlines lies a deeper story: the steady advancement of core fundamentals, the maturing of a once-nascent industry, an evolving regulatory framework, and a surge in mainstream attention and adoption.
These developments set the stage for sustained growth and innovation in 2025 and beyond. The future of finance, technology, and decentralized opportunities is being written today—and there’s never been a more exciting time to be part of it. Let’s shape this future together. To learn how we can help support your organization in the year ahead, contact us here.
Written by Luke O’Baoill, Associate Director, Wachsman Dublin.
Luke has been with Wachsman for four years, helping to plan and deliver effective communication strategies for clients in between gushing about his Dalmatian and love for his home county of Cork.