News consumption surpasses daily essentials, reaching 22 million Australians: A testament to Total News Publishing’s impact.

News consumption surpasses daily essentials, reaching 22 million Australians: A testament to Total News Publishing’s impact.

Roy Morgan’s latest data reveals that Total News Publishing engages 22 million Australians each month, surpassing consumption of essentials like vegetables and milk – underscoring the role of news in Australians’ daily lives.

The latest Roy Morgan data shows:

• Total News Publishing now engages 22 million Australians on a monthly basis, and 18.4 million weekly.
• 93% of news consumers access up to five different news brands monthly, indicating a strong demand for diverse viewpoints.
• Half (50%) delve into four or more content categories each month.
• High-end auto intenders and travel enthusiasts trust news publishing brands more than any other source.

News readership increases in Australia.

Roy Morgan’s latest insights underline that news publishing has become more entrenched in Australians’ daily lives, reaching 22 million individuals each month and 18.4 million every week.

This extensive reach reflects the breadth of readership, cutting across diverse demographic groups. To put it in perspective, more Australians engage with news on a weekly basis than consume vegetables or drink milk – reinforcing the vital role news plays in everyday life.

This broad reach provides advertisers with the opportunity to connect with practically any target audience through Total News Publishing.

Diverse consumption patterns.

The data highlights that Australians are not only engaging with news content but are doing so across a broad spectrum of brands and topics. 93% of news consumers access up to five different news brands each month, indicating a strong demand for diverse viewpoints.

General News continues to dominate as the most read category, engaging 93% of the population. Additionally, 62% of Australians explore at least three content categories, while half delve into four or more in any given month.

This diversity in consumption reflects the deep, engaged connection that audiences have with news publishing media.

A high-value, purchase-ready audience.

News readers represent a high-value audience with a strong propensity for purchasing decisions. For instance, Australians in the market for a premium car trust news publishing platforms more than any other media source. Travel enthusiasts also rely on news publishing as their top source of information. This data positions news publishing as an essential channel for advertisers aiming to reach engaged and ready-to-buy consumers across a wide array of categories.

Source: Total News Publishing as measured by Roy Morgan Single Source, which is Australia’s largest consumer survey representative of Australians aged 14+. All audience data is based on monthly readership averaged over the 12 months to December 2024, unless otherwise stated. Total News Publishing is defined as Australians aged 14+ reading news in print and/or news in digital formats, including websites, apps as well as Apple and Google News. Total News Publishing audience measurement is independently audited by Milton Data.

About ThinkNewsBrands

ThinkNewsBrands, the industry body for news media, is responsible for ensuring accurate and representative measurement of news audiences across both print and digital written news mediums. The organisation’s shareholders are Nine, News Corp Australia and Seven West Media’s West Australian newspapers.