More and more people are avoiding the news: how publishers can reverse the trend

New strategies to regain readers’ attention

Over the past decade, a concerning trend has emerged in the digital news industry: audiences are gradually losing interest in online news. According to data from the Digital News Report 2024, conducted by the Reuters Institute across 17 countries, news consumption and avoidance are declining. This phenomenon, particularly prevalent among young people and those without a university education, has significant implications for democratic participation and the fight against misinformation.

The decline in online news interest

The analysis of news consumption habits shows a general decline or stagnation across many countries. Between 2015 and 2024, the percentage of users aged 18-24 who read online news weekly dropped by 13 percentage points, compared to just 5 points among those aged 55 and older. Moreover, this decline among younger audiences is not offset by an increased reliance on traditional media: in the UK, only 11% of people under 24 read a print newspaper in 2024, while 32% followed news on TV.
 

Similarly, education levels play a crucial role. Between 2015 and 2024, online news consumption dropped by seven percentage points among those without a university degree, while it remained relatively stable among graduates (-1 point). However, this trend varies across countries. In Finland, for instance, the decline was minimal (-2 points from 2015 to 2024), whereas in Brazil, it plummeted by 17 points.
 

Why are people losing interest in the news?

Several factors contribute to the declining interest in online news. Some of the key reasons include:

• Greater availability of alternative content: The vast array of entertainment content online allows people to bypass the news. A study by Markus Prior (2005) shows that the preference for entertainment over information is growing, especially among young people.
• The influence of social media algorithms: Social media platforms prioritize highly engaging content, often at the expense of news. Facebook, for example, has progressively reduced the visibility of news in user feeds, limiting public access to information.
• News overload and negativity: Many users avoid the news because they perceive it as excessively negative, polarizing, and stressful. The constant coverage of political and economic crises has led to growing distrust and disengagement.
• Low trust in the media: The perception that news is biased or unreliable leads many people to avoid it altogether.
• Lack of positive representation: Studies indicate that specific population segments, such as lower-skilled workers and young people, do not see themselves reflected in media content, feeling ignored or negatively portrayed.
• Perceived irrelevance and difficulty in comprehension: Many people, especially young audiences, find news challenging to follow or irrelevant to their daily lives. The complexity of journalistic language and the lack of accessible content discourage news consumption.
• Information overload and mental fatigue: The constant stream of news updates creates a sense of overwhelm, leading to "news fatigue," where people deliberately avoid news to reduce stress.
• Excessive focus on political news: The dominance of political news, often presented as confrontational, has contributed to public disengagement. Audiences perceive it as a source of anxiety and frustration rather than helpful information.
• Socioeconomic factors and daily life stress: People with heavy workloads, family responsibilities, or financial difficulties often lack the time or energy to stay informed, prioritizing other immediate and essential activities.

These interconnected factors contribute to declining news engagement, making it essential for publishers to rethink how news is produced and distributed.

How can publishers counter this trend?

To reverse this trend, publishers must rethink their approach and adopt targeted strategies:

• Personalized content: Leveraging AI to provide relevant, customised news based on audience interests.
• Innovative formats: Integrating short videos, podcasts, and interactive content to capture the attention of younger generations.
• Less politics, more practicality: Balancing political coverage with lighter and more practical topics such as personal finance, technology, and lifestyle.
• Better social media distribution: Optimizing social media presence, collaborating with influencers, and leveraging emerging platforms to reach new audience segments.
• Strengthening trust: Ensuring greater transparency in editorial processes and adopting fact-checking practices to combat misinformation.

GMDE: the ideal partner for innovation in the publishing industry

Tackling declining news engagement challenges requires advanced technological tools and targeted strategies. GMDE supports publishers with innovative solutions for managing and distributing digital content. With advanced platforms for news personalization and data management systems optimized for SEO, GMDE helps publishers strengthen their presence in the digital market.
 

Discover how GMDE can help you revolutionize your publishing model. Contact us for more information!
 

Source: Reuters Institute

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