The latest Roy Morgan audience consumption data has underscored that news publishing is a foundation to Australian life, with 98 per cent, or 22.4 million Australians aged 14+, engaging with news each month.
When it comes to addressable reach, which excludes people using ad blockers or ad-free subscriptions, news publishing delivers legitimate and relevant scale, reaching 97.4 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 88.1 per cent, just behind video (93.7 per cent) and social (91.9 per cent).
Total News Publishing is also one of the most trusted sources of news and current affairs, with 3X more Aussies stating news is their most trusted source compared to social media (17.9 per cent vs 6.4 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.
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 (49 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.
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 (79 per cent), Sport (59 per cent) and Entertainment and Culture (53 per cent).
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.
ThinkNewsBrands CEO, Vanessa Lyons said: “News remains a cornerstone of public life in Australia, attracting highly engaged audiences to its trusted sources every day. This latest audience data underscores the legitimate, addressable reach news publishing offers advertisers, along with a wealth of brand and content options to connect with consumers. 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.”
