Roy Morgan’s latest data shows news publishing reaches almost all Australians, with 98% of people aged 14+ — or 22.4 million — engaging with news each month.
On an addressable basis, which excludes ad blockers and ad-free subscriptions, news publishing reaches 97.4% of Australians monthly. Weekly, it ranks as the third-largest medium for addressable reach (88.1%), behind video (93.7%) and social (91.9%).
News publishing is also one of the country’s most trusted media sources, with almost three times more Australians nominating it as their most trusted compared to social media (17.9% vs 6.4%).
Reading remains the preferred way to consume news, with 53% of Australians engaging via text, compared to 49% watching and 28% listening.
General news continues to dominate (96%), followed by property (79%), sport (59%), and entertainment and culture (53%), highlighting both the breadth of interest and the depth of engagement with news brands across the country.
The diversity of news consumption reflects the richness and wide range of interests across different platforms for advertisers looking to connect with audiences.
“News remains a cornerstone of public life in Australia, attracting highly engaged audiences to its trusted sources every day,” ThinkNewsBrands CEO, Vanessa Lyons said.
“This latest audience data underscores the legitimate, addressable reach news publishing offers advertisers, along with a wealth of brand and content options to connect with consumers.
“What sets news publishing apart is its ability to combine relevant audience scale with high engagement and trust, making it one of the most effective media channels to invest in.” she added.
These results come after Dan Krigstein was appointed Chair of ThinkNewsBrands, last month.
Krigstein steps into the role after serving on the ThinkNewsBrands board since February. He replaces Tory Maguire, Managing Director at Nine Publishing, who has chaired the board since January 2024 and will remain as a Director.
Krigstein currently leads The Growth Distillery and News Corp Australia’s Growth Intelligence Centre, where he advises on brand strategy and customer insights. His previous roles span Qantas, 20th Century Fox, and Paramount, where he built a reputation for integrating strategy, analytics, and innovation in commercial operations.