Major conclusions of the 2023
The backdrop for this year's report is a global crisis in the cost of living, an ongoing conflict in the heart of Europe, and increased global climate instability. A robust supply of reliable, well-funded, independent media is still essential in this situation, but in many of the nations we surveyed, we found that these criteria were being hampered by low levels of trust, diminishing engagement, and an unstable business environment.
Our research seeks to offer fresh perspectives on these problems during a period of great difficulty for both the industry and many common people. We examine the reasons underlying poor participation and selective news avoidance in further detail, as well as public interest in potential solutions. We focus more on the resources people utilize to learn about their own finances and the ease or difficulty with which various categories of people may interpret this information.
Our podcast regarding the study
We discover that many consumers have been reevaluating how much they can afford to spend on news media in light of the squeeze on household spending. To understand the fundamental motives for signing up - as well as major impediments - we have undertaken extensive qualitative research with consumers in the UK, US, and Germany who have cancelled, maintained, and begun memberships in the last year. We can see how different media organizations are handling the economic slump in our country and market pages, which integrate industry changes with local data. Many are pushing their transition to digital by diverting more resources from broadcast or print.
The report's most notable results this year may have to do with how social media is evolving, which is partly evidenced by a decline in interaction on established networks like Facebook and the rise of TikTok and other video-centric platforms. Our reliance on these middlemen, however, continues to increase despite this growing channel fragmentation and evidence that public anxiety over false information and algorithms is at almost record highs. Our findings demonstrate, more clearly than ever, how this trend is significantly affected by the social media-savvy behaviors of the younger generations, who frequently pay more attention to influencers or celebrities than to journalists, even when it comes to news.
Summary
Our data demonstrate how recent shocks such as the conflict in Ukraine and the Coronavirus pandemic have accelerated structural changes toward more digital, mobile, and platform-dominated media environments, with further ramifications for the business models and formats of journalism.
Only about 22% of respondents (across markets) now say they prefer to begin their news travels with a website or app, a decrease of 10% from 2018. However, younger generations globally are demonstrating a weaker connection with news brands' own websites and apps than previous cohorts, preferring to access news via side-door routes such as social media, search, or mobile aggregators. Publishers in a few smaller Northern European markets have managed to buck this trend.
Facebook is still one of the most popular social networks worldwide, but as it turns its attention away from news, its influence on journalism is waning. Additionally, it now has to contend with fresh obstacles from well-known platforms like YouTube and energetic, youth-oriented platforms like TikTok. In all markets, the Chinese-owned social network reaches 44% of people aged 18 to 24 and 20% of them for news. In sections of Asia-Pacific, Africa, and Latin America, it is expanding at the quickest rate.
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