New research from the University of South Australia suggests social media is filling some of the gaps left by the decline of traditional newsrooms, with Facebook in particular enhancing the diversity of news accessed by Australians.
The study, led by UniSA lecturer Cameron McTernan, analysed over 86,000 Facebook posts shared by Australian news organisations from 2010 to 2022. It found that news shared on the platform came from a broader range of sources than that available through traditional media.
“News shared on Facebook is much more diverse than news shared by traditional media, with many different news sources and voices.” McTernan said. “While Australia has long seen a decline in newsrooms and concentration in ownership, the results of this study show the potential for new entrants to succeed on a distributed access platform like Facebook.”
According to the study, most of the Facebook content came from newspaper pages (56 per cent), followed by digital news sites (37 per cent) and TV broadcasters (7 per cent). Local coverage dominated print and digital outlets, while TV and digital platforms showed a stronger national focus.
Early leaders in Facebook news distribution were ABC News, 9News, and news.com.au. However, outlets like Daily Mail Australia and Sky News have gained traction over time, reflecting changes in audience preferences.
McTernan, who specialises in social media and political communication, acknowledged the challenges this shift poses: “While social media can provide better discoverability of news, it also competes with traditional outlets for revenue. The two competing industries are struggling to find a cooperative path forward, and ultimately that hurts newsrooms a lot more than tech firms, and ultimately, it hurts all of us.”
Cameron McTernan
With over 16 million Australians active on Facebook, the platform remains the most popular source for news discovery in the country. However, this dominance has sparked tensions with publishers, especially as Meta has signalled it will end payments to news outlets under the News Media Bargaining Code once current deals expire.
In response, the Australian government has proposed a new News Bargaining Incentive aimed at compelling tech platforms to continue contributing to the media ecosystem. A public consultation on the plan is expected soon.
“A viable media industry is also vital for supporting the economy and fulfilling a crucial role in democratic societies – including through its own contributions on social media.” McTernan said. “Exposing the community to more diverse news sources benefits tolerance, encourages people to challenge biases and ultimately informs better decision-making and a more inclusive world.”
The research coincides with the lead-up to the 2026 launch of Adelaide University, a merger between UniSA and the University of Adelaide, which aims to deliver large-scale research and industry-focused education.