Total News readership continues to grow, reaching 20.5 million Australians DOWNLOAD THE LATEST REPORT NOW
Hear from Australia’s most influential CMOs on how to drive growth WATCH NOW

Trending

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Contrary to popular belief, Australians under the age of 40 are embracing news with a new report showing nine in 10 young Australians read news every month, a figure far greater than any other media channel.

Drawing on Roy Morgan data, The Youth Chapter, released today by ThinkNewsBrands provides a detailed analysis of Total News* consumption for the under 40 demographic.

Findings of the report include:

Ninety-four per cent of under 40s in Australia read the news each month. Of that, 96 per cent of 25-to-39-year-olds are reading news and 91 per cent of 14-to-24-year-olds engage with news on a monthly basis.

Of the 20.4 million Australians that read news every month, 42 per cent of that audience is under 40 and each week, news engages more Australians under 40 than any other channel, including Facebook.

While digital news consumption is high, almost three in every five under 40s get their news from a newspaper.

News consumption is on the rise for this important demographic with dwell time increasing from 63 minutes in 2019 to 86 minutes in 2021.

One in three under 40s access news directly by searching for news or specific stories and going straight to the source.

News readers under the age of 40 are a covetable audience with research showing they are early adopters and influencers across categories from tech to real estate, lifestyle and food with 87 per cent of young news consumers regarded as “trusted advisors” in their sphere of influence.

Trust is also high among young news consumers with advertising placed in print and digital news far exceeding the levels of trust for search engines, social media and non-news sites.

ThinkNewsBrands General Manager Vanessa Lyons said: “One of the greatest myths is that young people don’t engage with news, a misconception often tied to the thinking that news only means printed newspapers. But these findings show that people under 40 are regularly turning to Australia’s major news publishers for trusted information.

“News brands continue to evolve their offerings to reach and engage younger readers by innovating the way news is delivered both on and off platform and clearly this is working to build the habit of regular news consumption among younger generations.”


*Total News refers to all professional journalist written news consumed within Australia, spanning both print and digital news mastheads and websites, including Australia’s leading publishers.



Media Enquiries
Brooke Hemphill
bhemphill@premiumcontentalliance.com.au
0419 351 445

Contact us for media enquiries

Trending Media Release
23rd May

Total News readership continues to grow

Total News readership is up 0.9 per cent for the 12 months to March 2022 as news continues to reach 97 per cent of Australians over the age of 14.

Total News readership continues to grow

Total News readership is up 0.9 per cent for the 12 months to March 2022 as news continues to reach 97 per cent of Australians over the age of 14.

Trending News
6th Apr

Increase in readership and advertising revenue highlights the successful evolution of Total News

In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.

Increase in readership and advertising revenue highlights the successful evolution of Total News

In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.

Trending Media Release
16th Mar

Australian publishers forge partnership with REDcycle, launch advertising campaign

Ahead of Global Recycling Day on March 18, Australia’s major publishers have created a partnership with REDcycle further elevating the industry’s green credentials.

Australian publishers forge partnership with REDcycle, launch advertising campaign

Ahead of Global Recycling Day on March 18, Australia’s major publishers have created a partnership with REDcycle further elevating the industry’s green credentials.

Trending Media Release
28th Feb

Total News readership increases in all states, reaches 97% of adult population

The latest release of Total News readership shows news is holding strong with 20.4 million Australians consuming news in a four-week period, an increase of 0.9 per cent compared to the same period last year.

Total News readership increases in all states, reaches 97% of adult population

The latest release of Total News readership shows news is holding strong with 20.4 million Australians consuming news in a four-week period, an increase of 0.9 per cent compared to the same period last year.

Trending News
31st Jan

The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

Trending News
23rd Nov

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Trending News
3rd Nov

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

Trending News
29th Oct

Mi3 Podcast: Where audiences have shifted post-Covid

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in

Mi3 Podcast: Where audiences have shifted post-Covid

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in

Trending Media Release
27th Sep

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate to 80% or more as quickly as possible.

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate to 80% or more as quickly as possible.