Michael Bruton’s Post

Where do people get their news? I have been digging a bit on the data about the news sources that people consume included in the Digital News Report 2024, recently published by the Reuters Institute for the Study of Journalism. This is a unique dataset, as it includes more than 95,000 responses from 47 countries across the globe. As it is an online survey, it only refers to the population that uses Internet, which is nearly all the population in Western countries but significantly lower in other parts of the world. I have played a bit with the dataset, including data on radio that do not appear in the report but in the interactive charts. Below are a few take aways about news sources: - Online sources are already the main source of news across the globe, even for the age group 55+. - The only exception to the above is France, where people still use TV more than online sources but for such a narrow margin (63% vs. 62%) that it is not statistically significant. Other countries where TV is nearly as big as online include Italy, Romania, Portugal, Japan and Germany. - TV is bigger than social media (55% vs. 51%). This can be seen in the most developed countries, such as those in Europe (except for Greece and Hungary), US, Canada, Australia, South Korea, Hong Kong, Taiwan and Japan, which is, by far, the country less reliant on social media (23% of its online population). - Radio is bigger than social media only in Austria and Germany but a quarter or less than social in Bulgaria, Chile (25%), Argentina, Philippines (22%), Thailand (17%) and Indonesia (12%), which is also the country where radio gets the lowest percentage of usage as a source of news (7%). - Print is ahead of radio as a source of news in 14 countries. This is notably the case in Latin America and in Asia-Pacific, where it doubles radio as a source in India and Japan. But there are also countries in this region where radio is much bigger than print, such as Australia and Malaysia. - Radio triples print as a source of news in Kenya, Romania and Hungary, while it doubles print in Poland, Slovakia, Greece and Denmark. - Africans are news junkies, as they declare using all the sources analysed more than in any other continent (but this dataset only contains 4 African countries). - Beyond Africa, Europeans declare a much higher use of TV and radio while Latin America and Asia-Pacific are ahead in the use of social media. - Generational differences work as you would expect: the older the respondent, the more they use TV and radio for news and the less they use social media. In the case of print, all age groups under 55 are at the same level while the 55+ have nearly caught up the other age groups in online sources. - In terms of gender, print, radio and online skew male, while men and women are on pair in the use of TV and social media.   Do you want more? Go to https://lnkd.in/e4V7GiDn and explore this report, it’s worth your time.

As an audience revenue strategist, when I grabbed the latest Reuters Institute for the Study of Journalism 2024 Digital News Report, I had to quickly go to the section on how much people are paying for news and what might encourage more to pay. The report provides fascinating insights - it explores audience attitudes and behaviors around paywalls, micropayments, and other reader revenue models being adopted by news orgs. The data offers a window into the motivations, barriers, and potential triggers impacting whether people will financially support journalism. However, I didn't see much in the way of specific findings related to low-income and global south markets. As someone deeply interested in audience revenue strategies in those contexts, I'd be very interested in any deep-dive reports or analyses the Reuters Institute or others have done on that front. If anyone has recommendations for such resources, please share! François Nel Churchill Otieno Explore the 2024 Digital News Report here:

I got some time to read the 2024 Digital News Report from the Reuters Institute for the Study of Journalism, full of data about global news consumption and changes happening in our industry. The topics that resonated most with me revealed sentiments about trust, gaps in coverage and paying for news. 🤝 Trust: You can’t have a healthy democracy without trust in the media. While trust in news has remained stable at 40%, it’s still four points lower than during the height of the pandemic. We’re working every day at TAPinto to provide credible, accurate and objective daily local news for our communities. In many places, we’re the only source for local news. We have a unique responsibility to connect with readers in real life and tell their stories. We get feedback that lets me know we’re on a good path with building trust. One mayor in a town we serve said the work of TAPinto Scotch Plains/Fanwood “fosters a broader sense of community identity and connection, allowing us to understand the diverse perspectives within our own backyard." 👥 Audience: The report also reveals that many publishers may be focusing too much on updating people on top news stories, and not enough on providing different perspectives or reporting stories that offer optimism or solutions. TAPinto publishers understand that our readers want to be informed, but also need stories that reflect their community's successes, challenges and everyday life. That’s the heart of local news. Our teams are small but focus on local events, community achievements and providing a platform for diverse voices. 💰 Revenue: One of the most striking findings is that only 17% of respondents in richer countries paid for online news in the last year. TAPinto’s proven ad-supported model — which includes everything from sponsorships to display ads — ensures our sustainability while keeping our news free and accessible for everyone. The report offered a lot more to consider in the ever-adapting pursuit of local news publishing, including the rise of video influencers and AI. TAPinto and other local media have an important place in building a more trusted, inclusive and resilient local news ecosystem. If you’ve had a chance to read it, I’d love to hear your thoughts on the report! 🤔 https://lnkd.in/eTsmDWeA 

Important study to note.

Like most things, there are advantages and disadvantages to this development. Social media platforms like TikTok, YouTube, and Instagram are becoming go-to sources of news, especially for Gen Z and people love the more engaging style that influencers deliver, and the advertising dollars are following them. BUT...is it journalism and more importantly, can you trust it? Always check your sources.

Is the future of news more interactivity? We all saw how well that worked in the comment sections of stories, but if it's real-time interaction with hosts on streaming platforms, would that help replace media deserts? Would also lead to a new generation of media influencers, and new media outlets for coverage. Makes me wonder if Cheddar missed its mark as the Gen Z business/finance site and should have been more streaming and interactions.

Is the future of news more interactivity? We all saw how well that worked in the comment sections of stories, but if it's real-time interaction with hosts on streaming platforms, would that help replace media deserts? Would also lead to a new generation of media influencers, and new media outlets for coverage. Makes me wonder if Cheddar missed its mark as the Gen Z business/finance site and should have been more streaming and interactions.

The way we consume news is changing drastically. If your PR strategies aren’t shifting in tandem, you risk not reaching your target audience. Data from Reuter’s new 2023 Digital News Report shares that: 📰Only around a fifth of consumers prefer to start their news journeys with a website or app. 📱Consumers increasingly prefer to access news via side-door routes such as social media, search, or mobile aggregators. 😍Audiences say they pay more attention to celebrities, influencers, and social media personalities than journalists on networks like TikTok, Instagram, and Snapchat. Hear a discussion around the report here: https://lnkd.in/gJj5-QsG #PR #media

In today's digital age, social media platforms like TikTok, Instagram, and Twitter have reshaped how we consume and share information, especially during conflicts. A recent Forbes article highlights how these platforms have become the primary battlegrounds for influencing public opinion, often favoring emotionally charged and one-sided narratives over nuanced, factual reporting. This shift poses significant challenges for traditional media, which struggles to compete with the speed and impact of social media influencers who can engage large audiences quickly. As we navigate this new landscape, it's crucial to consider how we can balance the immediacy and reach of social media with the need for accurate and balanced information. How do you think traditional media can adapt to maintain its relevance and trust in this era of instant and emotional social media content? Share your thoughts and experiences! #SocialMedia #DigitalAge #MediaTransformation #PublicOpinion #TraditionalMedia https://lnkd.in/eh5kqnPX

The Digital News Report 2024 (#DNR24) by the Reuters Institute for the Study of Journalism is out this week! Lots of great insights on the evolving digital news landscape, audience views on AI, the creator economy, trust, and more. Read the full report: https://lnkd.in/g9dJG-QA Key highlights:   🌎 Digital news media face misinformation, low trust, political attacks, and uncertain business models, causing layoffs and closures. 📱 Social media and video platforms are deprioritizing news, focusing on creators and engaging content, impacting traditional news outlets. 📉 Facebook news consumption dropped 4%. Its parent company, Meta, is reducing the role of news on Facebook, Instagram, and Threads, cutting industry support. 📈 The top social media platforms for news are YouTube (31%), WhatsApp (21%), and TikTok (13%), which has overtaken Twitter/X (10%). 🎥 Short news videos are popular (66% weekly usage), but monetization is tough, with most views on third-party platforms (72%) vs. publisher sites (22%). 🤳🏼 Influencers and young creators dominate news on YouTube and TikTok, while traditional brands still matter on Facebook and X/Twitter. 😊 Audiences want diverse perspectives and optimism in news. Many feel 'worn out' by constant updates, especially on wars and disasters. Local news, health, and education coverage often fall short. 🎧 News podcasts thrive with younger, educated audiences. 35% access podcasts monthly, 13% for news and current affairs. 🤖 AI is accepted for support tasks but raises trust issues when generating content without oversight. 🔎 AI-driven search results might further reduce referral traffic, affecting subscriptions. 🎤 Celebrities like Taylor Swift, the Kardashians and Lionel Messi are news sources for young Instagram users, indicating a broad view on what news is. 🇨🇦 In Canada, news consumption on YouTube and TikTok is up, but local outlets struggle post-Meta's news block. Trust in Canadian news has dropped nearly 20% since 2018, with some news outlets seeing slight trust gains this year. 🇦🇷 Interest in news has plummeted in some places, like in Argentina, from 77% in 2017 to 45% now. People feel 'overloaded' by news, a growing sentiment. 🇪🇸 In Spain, the media landscape is shaped by intense competition among major conglomerates, political and social polarization, low trust in media, declining political interest, and broadcast news still holding strong. 🇫🇮 Finland has the highest news trust (69%), global trust is stable at 40%. 🇳🇴 In Norway, 45% users consume videos via news websites, showing a strong brand presence and good user experience. 📰 To re-engage audiences, journalism must be more accessible, hopeful, and diverse, standing out amidst abundant content.