BY MICHAEL LIPKA AND ELISA SHEARER
A declining share of U.S. adults are following the newsclosely, according to recent Pew Research Center surveys. And audiences are shrinking for several older types of news media – such as local TV stations, most newspapers and public radio – even as they grow for newer platforms like podcasts, as well as for a few specific media brands
- For the most part, daily newspaper circulation nationwide – counting digital subscriptions and print circulation – continues to decline, falling to just under 21 million in 2022,according to projections using data from the Alliance for Audited Media (AAM). Weekday circulation is down 8% from the previous year and 32% from five years prior, when it was over 30 million. Out of 136 papers included in this analysis, 120 experienced declines in weekday circulation in 2022.
- While most newspapers in the United States are struggling, some of the biggest brands are experiencing digital growth. AAM data does not include all digital circulation to three of the nation’s most prominent newspapers: The New York Times, The Wall Street Journal and The Washington Post. But while all three are experiencing declines in their print subscriptions, other available data suggests substantial increases in digital subscriptions for The New York Times and The Wall Street Journal. (Similar data is not available for The Washington Post.) For example, The New York Times saw a 32% increase in digital-only subscriptions in 2022, surpassing 10 million subscribers and continuing years of growth, according to filings with the U.S. Securities and Exchange Commission (SEC). There are many reasons this data is not directly comparable with the AAM data, including the fact that some digital subscriptions to The New York Times do not include news and are limited to other products like cooking and games. Still, these brands are bucking the overall trend.
- Overall, digital traffic to newspapers’ websites is declining. The average monthly number of unique visitors to the websites of the country’s top 50 newspapers (based on circulation, and including The New York Times, The Wall Street Journal and The Washington Post) declined 20% to under 9 million in the fourth quarter of 2022, down from over 11 million in the same period in 2021, according to Comscore data. The length of the average visit to these sites is also falling – to just under a minute and a half in the last quarter of 2022.
- Traffic to top digital news websites is not picking up the slack. Overall, traffic to the most visited news websites – those with at least 10 million unique visitors per month in the fourth quarter of a given year – has declined over the past two years. The average number of monthly unique visitors to these sites was 3% lower in October-December 2022 than in the same period in 2021, following a 13% drop the year before that, according to Comscore. The length of the average visit to these sites is getting shorter, too. (These sites can include newspapers’ websites, such as that of The New York Times, as well as other digital news sites like those of CNN, Fox News or Axios.)
- Across several years of data, there has been a drop in audiences for local TV news, affecting morning, evening and late-night time slots alike. For example, the average number of TVs tuning into ABC, CBS, NBC and Fox affiliates for the evening news was just over 3 million in 2022, down from just over 4 million in 2016.
- The story is mixed when it comes to audio, too. The share of Americans who listen to terrestrial radio has declined in recent years, as has listenership on NPR and PRX. But there has been a clear rise in audiences for podcasts and other types of online audio. Although podcasts often are not news-related, about two-thirds of U.S. podcast listeners say they hear news discussed on the podcasts they listen to.