In a media landscape saturated with content and channels, news publishing has emerged as the most consumed “daily essential” in Australians’ lives, surpassing even coffee, vegetables, and milk in reach.
According to the latest figures from Roy Morgan, Total News Publishing reaches 22.4 million Australians every month, and that’s the equivalent to 98% of the population aged 14 and over*.
This penetration highlights the enduring role of news media as a cornerstone of public life and a trusted conduit for information, debate, and connection, according to a new release by ThinkNewsBrands. ThinkNewsBrands is owned by News Corp, Nine, and Seven West Media.
Vanessa Lyons, ThinkNewsBrands CEO
A nation of news readers
While digital media consumption has fragmented audiences, the Australian public’s appetite for news remains remarkably unified, and deeply engaged. The latest data reveals that reading remains the dominant mode of engagement with news, with 53% of Australians preferring to read their news, compared to 49% who watch and 29% who listen.
This preference signals more than just a shift in format. It suggests a behavioural trend towards depth, nuance, and analysis. As audiences seek to make sense of complex issues, reading provides a richer, more diverse information experience.
“It’s clear that news is a cornerstone of daily life for Australians,” said ThinkNewsBrands CEO Vanessa Lyons. “This audience data demonstrates not only the reliance consumers place on news, but also the opportunity for brands to connect and engage with a vast and addressable audience.
“The breadth and depth of content and engagement offered by news publishing brands truly sets them apart.”
Diversity in sources and subjects
The Roy Morgan data also illustrated the diversity of consumption patterns among news audiences. Far from being loyal to a single title or publisher, Australians are actively exploring a wide variety of sources and topics.
A striking 91% of news consumers access up to five different news brands each month. Additionally, 55% explore four or more content categories beyond breaking news, ranging from politics and business to lifestyle and culture.
General News remains the most consumed category, with 96% of Australians engaging with it.
This variety not only reflects a desire for well-rounded perspectives but also underscores the credibility Australians place in cross-referencing information from multiple outlets.
An advertising opportunity at scale
From a commercial perspective, the ubiquity of Total News Publishing offers unparalleled reach and targeting capabilities. With virtually every demographic, across age, gender, income, and location, engaged with news content, brands have an opportunity to connect with nearly the entire addressable market.
Importantly, this audience isn’t just passive; they are informed, attentive, and actively engaged. This makes news environments highly attractive for advertisers looking to build trust and credibility.
Roy Morgan iris digital: A new standard in measurement
To bring further rigour to audience measurement, this release marks the integration of Ipsos iris digital audience data into Roy Morgan’s Single Source dataset, now referred to as Roy Morgan iris.
This move, undertaken in collaboration with ThinkNewsBrands and Ipsos Australia, responds to industry calls for greater consistency and transparency in digital news metrics.
* Source: Total News Publishing as measured by Roy Morgan. Roy Morgan Single Source, Base: Australians aged 14+, monthly average for April 2024 to March 2025. Digital audiences use Roy Morgan iris