Worrying news reports about the pandemic and now the Russian invasion of Ukraine has led to an increasing number of people avoiding the news. This is a conclusion of the Reuters Institute’s annual Digital News Report. “The need for reliable information, careful context, and considered debate has rarely been greater, but so too has the desire for stories that inspire and give hope of a better tomorrow.”
“While some individual news media have clearly been very successful at building online reach or convincing people to subscribe, and developed new offers across podcast, video, and newsletters, this year’s data show many publishers are still struggling to come to terms with structural changes that have been ravaging the industry for more than a decade”, the report concludes.
“These challenges are compounded by the fraying connection that journalism and news media have with much of the public in many countries. More people are disconnected, interest in news is down, selective news avoidance up, and trust
far from a given.”
“The Ukraine crisis, and before it the COVID-19 pandemic, have reminded people of the value of accurate and fair reporting that gets as close to the truth as possible, but we also find evidence that the overwhelming and depressing nature of the news, feelings of powerlessness, and toxic online debates are turning many people away – temporarily or permanently.”
“Although many publishers have had a relatively good year with increased revenue, future growth is likely to be challenged by the combined impact of inflation and rising energy prices, squeezing household budgets currently devoted to news media, but also potentially hitting advertising revenues, too. ”
“We’re also seeing news fatigue setting in – not just around COVID-19 but around politics and a range of other subjects – with the number of people actively avoiding news increasing markedly.”
The report says a clear trend is changing habits of younger groups, specifically those under 30, whom news organizations often struggle to reach. The report is based on data from six continents and 46 markets.
- Trust in the news has failed in almost half the countries in the survey, and risen in just seven, partly reversing the gains made at the height of the Coronavirus pandemic. On average, around four in ten of the total sample (42%) say they trust most news most of the time. Finland remains the country with the highest levels of overall trust (69%), while news trust in the USA has failed by a further three percentage points and remains the lowest (26%) in our survey.
- Consumption of traditional media, such as TV and print, declined further in the last year in almost all markets (pre-Ukraine invasion), with online and social consumption not making up the gap. While the majority remain very engaged, others are turning away from the news media and in some cases disconnecting from news altogether. Interest in news has fallen sharply across markets, from 63% in 2017 to 51% in 2022.
- Meanwhile, the proportion of news consumers who say they avoid news, often or sometimes, has increased sharply across countries. This type of selective avoidance has doubled in both Brazil (54%) and the UK (46%) over the last five years, with many respondents saying news has a negative effect on their mood. A significant proportion of younger and less educated people say they avoid news because it can be hard to follow or understand – suggesting that the news media could do much more to simplify language and better explain or contextualize complex stories.
- In the five countries surveyed despues de the war in Ukraine had begun, television news is relied on most heavily – with countries closest to the fighting, such as Germany and Poland, seeing the biggest increases in consumption. Selective news avoidance has, if anything, increased further – likely due to the difficult and depressing nature of the coverage.
- Global concerns about false and misleading information remain stable this year, ranging from 72% in Kenya and Nigeria to just 32% in Germany and 31% in Austria. People say they have seen more false information about Coronavirus than about politics in most countries, but the situation is reversed in Turkey, Kenya, and the Philippines, amongst others.
- Despite increases in the proportion paying for online news in a small number of richer countries (Australia, Germany, and Sweden), there are signs that overall growth may be leveling off. Across a basket of 20 countries where payment is widespread, 17% paid for any online news – the same figure as last year. Persuading younger people to pay remains a critical issue for industry, with the average age of a digital news subscriber almost 50.
- A large proportion of digital subscriptions go to just a few big national brands – reinforcing the winner takes most dynamics. But in the United States and Australia we are now seeing the majority of those paying taking out more than one subscription. This reflects the increased supply of differentiated paid news products in areas such as political opinion, local news, and a range of specific niches – holding out hope that more people will ultimately pay for multiple titles.
- But in the face of rapidly rising household bills, some respondents rethink the number of media subscriptions they can afford this year – which include news, television, music, and books. While most say they expect to retain the same number of media subscriptions, others say they expect to take out feweras they look to save money on non-essential items.
- With first-party data collection becoming more important for publishers with the imminent demise of third-party cookies, most consumers are still reluctant to register their email address with news sites. Only around a third (32%) say they trust news websites to use their personal data responsibly – comparable to online retailers such as Amazon – and the figure is even lower in the United States (18%) and France (19%).
- Access to news continues to become more distributed. Across all markets, less than a quarter (23%) prefer to start their news journeys with a website or app, down nine points since 2018. Those aged 18–24 have an even weaker connection with websites and apps, preferring to access news via side-door routes such as social media, search, and mobile aggregators.
- Facebook remains the most-used social network for news but users are more likely to say they see too much news in their feed compared with other networks. While older groups remain loyal to the platform, the youngest generation has switched much of its attention to more visual networks over the last three years.
- TikTok has become the fastest growing network in this year’s survey, reaching 40% of 18–24s, with 15% using the platform for news. Usage is much higher in parts of Latin America, Asia, and Africa than it is in the United States or Northern Europe. Telegram has also grown significantly in some markets, providing a flexible alternative to Meta-owned WhatsApp.
- While social media have increased the profile of many digital journalists, the most well-known journalists are still TV anchors and presenters in most countries. When asked to name journalists they pay attention to, few people can name foreign correspondents, while newspaper columnists have higher name recognition in the UK and Finland than in Brazil, the United States, or France.
- The smartphone has become the dominant way in which most people first access news in the morning, though there are different patterns across countries. In Norway, Spain, Finland, and the UK, the smartphone is now accessed first ahead of television, while radio retains an important role in Ireland. Morning newspaper reading is still popular in the Netherlands; television still dominates in Japan.
- After last year’s slowdown in part caused by restrictions on movement during the COVID-19 pandemic, growth in podcasts seems to have resumed, with 34% consuming one or more podcasts in the last month. Spotify continues to gain ground over Apple and Google podcasts in a number of countries and YouTube also benefiting from the popularity of video-led and hybrid podcasts.