News publishing in Australia now reaches 22.4 million people each month, according to new data from ThinkNewsBrands. This figure represents 97.4 percent of the addressable audience, excluding those who use ad blockers or subscribe to ad-free services.
On a weekly basis, news publishing continues to hold a strong position with an 88.1 percent reach, ranking third behind video at 93.7 percent and social media at 91.9 percent.
Trust remains one of the defining strengths of the sector. News publishing is regarded as a reliable source of information at a rate three times higher than social media, with 17.9 percent of Australians naming it their most trusted platform compared with only 6.4 percent for social media. This combination of high reach and credibility enhances advertising effectiveness and supports long-term brand equity, making news publishing especially valuable for marketers.
Australians also demonstrate a clear preference for reading the news. Fifty-three percent of people consume news by reading, compared with 49 percent who prefer watching and 28 percent who listen. This preference highlights an ongoing demand for in-depth reporting and thoughtful commentary.
In terms of content, general news leads with a reach of 96 percent of the population, followed by property at 79 percent, sport at 59 percent, and entertainment and culture at 53 percent. These figures illustrate both the breadth of topics covered and the diverse opportunities available for advertisers to engage with specific audiences.
ThinkNewsBrands CEO Vanessa Lyons emphasized that news remains a cornerstone of Australian public life, attracting highly engaged audiences who turn to trusted outlets daily. She noted that the latest audience data demonstrates not only the significant reach of news publishing but also its value as a platform for advertisers to connect meaningfully with consumers.
Overall, the findings reveal that news publishing combines scale, engagement, and trust, making it one of the most effective media channels for advertising investment in Australia.