Digital news audiences demand premium content according to emma data

• NewsMediaWorks CEO, Peter Miller, comments

Digital news media audiences have grown by 1% year on year as Australia’s news media audience demand for trusted, premium news and information continues.

Across measured digital platforms news media reaches 15.64 million Australians, representing 83% of the population aged 14+, the latest emma (Enhanced Media Metrics Australia) data for December 2019 shows.

Australian news media across print and digital platforms reaches nine in ten Australians (94%), or 17.6 million people aged 14+. Print audiences remain strong with 12.86 million, or seven in ten Australians (69%), choosing print news formats. 

NewsMediaWorks CEO, Peter Miller, said: “Australia’s devastating bushfires during the end of last year see readers turn to news media brands as trusted sources of news and information. The continued growth in digital audiences and the strength of print audiences demonstrates that there is no more trusted media channel in the country than news media, in both print and digital channels.

“News media is able to attract and retain large, valuable audiences due to the premium environment that news media delivers. Plus, our AdTrust research has proven that trust in content and ads increases consumer intent to purchase, which provides a powerful return on investment to advertisers.”

The top 10 most read mastheads in Australia continue to deliver large and influential audiences. As these mastheads add new ways to talk to audiences, they continue to grow their ability to reach Australians at scale.


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