Reading news content is more common than supermarket visits, and trusted 2.8 times more than social media.
The latest Roy Morgan data shows News Publishing connects with 22.4 million Australians aged 14+ each month, it is one of the most trusted sources of news and current affairs, with 2.8 times more Australians saying it is their most trusted source compared to social media.
The data also demonstrates more Australians read news (53 per cent) than watch it (47 per cent) or listen to it (28 per cent), and readers engage with diverse brands and categories, offering
advertisers multiple opportunities to connect with audiences.
News Publishing delivers effective scale
The latest Roy Morgan audience consumption data underscores that news publishing is a foundation to Australian life, with 97 per cent, or 22.4 million Australians aged 14+, engaging with news each month.
To put it in perspective, more Australians read news content any given week (89 per cent) than a routine activity like a trip to the supermarket (78 per cent), eating a piece fruit (69 per cent) or drinking coffee (51 per cent)—reinforcing the vital role news plays in everyday life.
When it comes to addressable reach, which excludes people using ad blockers or ad-free subscriptions, news publishing delivers legitimate and relevant scale, reaching 97.1 per cent of the country monthly.
On a weekly basis, news publishing ranks as the third-highest medium for addressable reach, with a figure of 87.4 per cent, just behind video (93.3 per cent) and social (92.5 per cent).
News Is Trusted 2.8x More Than Social
Total News Publishing is also one of the most trusted sources of news and current affairs, with 2.8x more Aussies stating news is their most trusted source compared to social media (28.2 per cent vs 10.0 per cent).
Given the strong link between trust, ad effectiveness, and long-term brand equity, these insights highlight news as one of the most effective platforms for advertisers to reach engaged audiences with impact.
Nothing Beats A Good Read
Once again, reading is Australia’s preferred way to consume news. More Australians engage with diverse content through reading (53 per cent) than through listening (28 per cent) or watching (47 per cent).
Readers are turning to news brands for deeper dives into topics and a broader range of viewpoints, showing a clear appetite for more in-depth information.
Diverse Consumption Patterns
The data highlights that Australians are not only reading news content but are doing so across the full gamut of news brands and topics. General News continues to dominate as the most read category, engaging 96 per cent of the population, followed by Property (70 per cent), Sport (56 per cent) and Entertainment and Culture (52 per cent).
Aussies choose to engage with a variety of content, on average reading 4.2 categories any given month.
This diversity of news content consumption reflects the richness of Australia’s interests and the many avenues news publishing offers advertisers looking to connect with audiences. From national to local publications, general to special interest news categories, there is something for every Australian reader.
“These results send a powerful message: Australians turn to news because they trust it. They read it more often than they go to the supermarket, and they trust it nearly three times more than social media,” commented ThinkNewsBrands CEO, Vanessa Lyons.
“That depth of confidence speaks to the authority and integrity that news publishing brings—not just for audiences, but for brands seeking a credible
environment.”
