What the Digital News Report 2021 means for your audio strategy

What's New in Publishing 20 Jul 2021 07:04

Audience habits and opportunities for newsrooms

The Digital News Report, the latest edition of which was published at the end of June, is a must read for anyone who wants to understand the behaviors of online news consumers. 

Now in its tenth year, the annual study from the Reuters Institute for the Study of Journalism (RISJ) now features insights from 46 different countries and 92,000 respondents.

As in previous years, the report offers analysis at a country and continental level, as well as cross-cutting issues such as paying for news, gateways to content and trust in media.

Clocking in at 164 pages, and accompanied by a wealth of other resources, including a 192 page slide deck, there’s a lot of data and analysis to wade through.

With that in mind, here’s a summary of the key takeaways through the lens of audio. The report identifies some key trends in the space, as well as other insights which have implications for audio strategies at newsrooms large and small alike.

1. COVID hasn’t shifted the podcast needle

2. YouTube is the USA’s most popular podcasting platform

3. Lack of time is the biggest barrier to podcast consumption

4. Podcasting can be a plank in your subscription strategies 

Alongside this, we have witnessed a small, yet steady, rise in the number of digital news consumers who are willing to pay for content.

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YouTubeReuters Institute for the Study of Journalism
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