Generational breakdown of adults with a news subscription in Australia 2019
In 2020, a small share of Australians had a news subscription, either to a physical source (such as a newspaper) or to a digital source (an app or website). Older generations had a far larger share; 39 percent of those in the mature age bracket had a membership, compared to just six percent of trailing millennials.
Demographics and market turnover
Younger Australians seem more likely to pay for digital news. In 2018, 29 percent of adults aged 35 and under had a paid online news subscription, compared to 17 percent of over 35s. When it comes to printed media however, 40 percent of both over and under 35s paid for printed newspapers in the same year. Despite this, the Australian newspaper and book retail market has, in line with the global trend, seen a year on year fall in turnover, dropping below three billion Australian dollars for the first time in 2018.
Trust in media brands
Australians most trusted media brand in 2020 was ABC news; 72 percent of respondents to a survey said they trusted the company, compared to 12 percent who said they did not. Similarly, 71 percent of respondents said they trusted SBS news and ten said otherwise. Elsewhere, 63 percent said they trusted regional and local newspapers.
Demographics and market turnover
Younger Australians seem more likely to pay for digital news. In 2018, 29 percent of adults aged 35 and under had a paid online news subscription, compared to 17 percent of over 35s. When it comes to printed media however, 40 percent of both over and under 35s paid for printed newspapers in the same year. Despite this, the Australian newspaper and book retail market has, in line with the global trend, seen a year on year fall in turnover, dropping below three billion Australian dollars for the first time in 2018.
Trust in media brands
Australians most trusted media brand in 2020 was ABC news; 72 percent of respondents to a survey said they trusted the company, compared to 12 percent who said they did not. Similarly, 71 percent of respondents said they trusted SBS news and ten said otherwise. Elsewhere, 63 percent said they trusted regional and local newspapers.
