Audiences increasingly rely on social media platforms for news, COVID-19 updates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2021, 5:07 PM GMT+0

According to a Futuri report, audiences now prefer referring to social media for pandemic-related news.

With credibility scores among respondents ranging between 30% and 47%, Americans no longer rely on major TV outlets for trustworthy news. Instead, audiences prefer logging on to social media platforms for COVID-19 updates. About 64% of respondents use Facebook for pandemic news and 61% opt for YouTube, Platforms like TikTok, Snapchat and Instagram reach 48%.

As for general news, 47% of the respondents rely on Google, while 42% choose Facebook. YouTube (33%), Instagram and Twitter (28% each) follow these two platforms. In contrast, national newspaper websites like The New York Times and The Washington Post capture 19% of Americans. 41% of all respondents consumed over 10 hours of content per week, with an average monthly cost in streaming bills of $45.

The report also says that a majority of media executives agree the industry may not be capable enough to meet emerging challenges. For instance, 56% of the surveyed media executives are confident of the industry attracting and retaining new talent. Similarly, 47% feel confident about the industry’s ability to successfully attract younger audiences.

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