URGENT UPDATE: New data from Roy Morgan reveals that news publishing is dramatically outpacing social media in both reach and trust among Australians. According to the report, an astounding 98% of Australians aged 14 and older — or 22.4 million people — engage with news each month.
In a rapidly evolving media landscape, news publishing reaches a staggering 97.4% of Australians on a monthly basis when accounting for those not using ad blockers or ad-free subscriptions. Weekly engagement shows that news is the third-largest medium for addressable reach, with 88.1% of Australians accessing news, trailing behind video at 93.7% and social media at 91.9%.
The report highlights that news publishing is also significantly more trusted than social media, with 17.9% of Australians designating news as their most trusted source compared to just 6.4% for social platforms. This stark contrast underscores the pivotal role of news media in public discourse.
Reading remains the dominant method for consuming news, with 53% of Australians preferring text over 49% who watch and 28% who listen. General news leads the way in content consumption at 96%, followed by property at 79%, sports at 59%, and entertainment and culture at 53%.
Vanessa Lyons, CEO of ThinkNewsBrands, remarked, “News remains a cornerstone of public life in Australia, attracting highly engaged audiences to its trusted sources every day.” She emphasized that this latest data illustrates the legitimate, addressable reach that news publishing offers advertisers, along with diverse options to connect with consumers.
Lyons further stated, “What sets news publishing apart is its ability to combine relevant audience scale with high engagement and trust, making it one of the most effective media channels to invest in.”
These findings arrive on the heels of Dan Krigstein being appointed Chair of ThinkNewsBrands. Krigstein has been on the board since February and takes over from Tory Maguire, the Managing Director at Nine Publishing, who has chaired the board since January 2024. Krigstein brings a wealth of expertise from his leadership roles at The Growth Distillery and News Corp Australia’s Growth Intelligence Centre, along with previous experience at Qantas, 20th Century Fox, and Paramount.
As the media landscape continues to shift, the trust and reach of news publishing remain vital for connecting advertisers with engaged audiences. This data encourages media professionals to rethink their strategies and consider the profound impact that credible news sources have on public trust and engagement.
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This report confirms the enduring relevance of news publishing as a trusted source in Australia, highlighting its critical importance for both audiences and advertisers alike.
