Insights for organisations and media relations practitioners from the Ofcom News consumption in the UK: 2024 report.

The changing nature of news consumption has been evident over the past 20 years, but that does not make the Ofcom News consumption in the UK: 2024 report any less challenging for media relations practitioners.

We knew the shift from traditional print and television news sources to digital was well underway, but digital has become the dominant source of news consumption for the first time.

News media is an important means of engagement for public relations practice because it is consumed by 96% of UK adults. It is a fundamental part of any media relations strategy.

The Ofcom News consumption in the UK: 2024 report informs how organisations need to adapt their approach to media relations if they haven’t already.

Online overtakes television

Online platforms (70%) have overtaken television (71%) for the first time. Social media is playing an increasingly important role, with more than half of adults (52%) now using platforms such as Facebook, Instagram and TikTok for their news.

The report highlights a stark contrast between how different generations consume news. There can be no doubt that the future is digital and social.

Younger audiences (16-24 years old) have fully embraced online platforms, while older generations (55+) still prefer traditional media. 85% of those aged 55+ rely on television for their news, although more half (54%) are now using online sources

88% of 16-24 year-olds are turning to online sources and 82% are relying on social media for news. There is a clear gap in trust: social media is seen as less reliable than traditional outlets, notably television or print.

Search engines and news aggregators such as Google are rated more trustworthy than social media, offering another channel for media relations practitioners to ensure accurate information is readily available. Ensuring your content is optimised for search and easily accessible through aggregators can help bolster credibility.

Digital owned and social first, earned media second

A one-size-fits-all media relations strategy will no longer work.

Campaigns targeting younger audiences should focus on engaging, shareable content that resonates on platforms such as TikTok and YouTube.

Meanwhile, strategies aimed at older demographics must continue to prioritise traditional media, with an increasing focus on integrating online elements as this audience slowly shifts to digital news.

Although online news consumption is growing, traditional platforms outperform online sources in trust, accuracy and impartiality. BBC News remains the most used and trusted source of news. Its content reaches 68% of adults but it’s an outlier in the fragmenting news landscape.

Media relations strategies should not overlook the value of these trusted sources, especially when communicating important or sensitive information.

Video and mobile-first content

As platforms such as TikTok and YouTube gain traction, especially among younger audiences, video content has become an important part of a media relations mix.

The Ofcom News consumption in the UK: 2024 report highlights that TikTok now reaches 11% of UK adults, and with much of online news consumption happening on mobile devices, it’s clear that mobile-friendly, engaging video content should be a priority for any media relations campaign.

Practitioners should consider creating short, digestible videos tailored for social media, as well as longer-form content for platforms such as YouTube. This not only helps capture younger audiences but also ensures your content can be shared easily across devices.

Combatting misinformation

As more people consume news through social media, the risk of misinformation continues to grow. Young people are exposed to so-called influencers and content on platforms that prioritise engagement over accuracy.

Organisations need to be proactive in addressing potential misinformation, especially when it comes to managing their online reputation. Monitoring social media and establishing clear, transparent communication enables brands to correct false narratives promptly, protect their reputation and build trust with their audience.

Key takeaways for media relations practitioners

The future of news consumption is fragmented. Organisations need to adapt if they haven’t already. Whether through video, mobile, or traditional outlets, your media relations strategy should evolve to reflect the habits of the audience you’re trying to engage.

1.        Use data to inform media relations planning

Older audiences still rely heavily on television but are beginning to adopt online sources. Your strategy should reflect these generational differences and ensure you reach each demographic where they consume news.

2.        Leverage traditional media

Trusted outlets, notably BBC News, continue to hold influence with older audiences and retain their reputation for trust and accuracy. Build and maintain strong relationships with these outlets to ensure credibility.

3.        Embrace social media

Younger audiences are turning to platforms such as TikTok, Instagram and YouTube for their news. Create engaging, mobile-friendly video content tailored to these platforms, but be mindful of the trust gap and be prepared to manage misinformation.

4.        Lead with earned media for public information or crisis

Earned media and in particular BBC News is the most trusted source of news. It should be used alongside an organisation’s owned media to establish a single source of truth in a crisis and to disseminate public information.

5.        Optimise for search

Search engines and aggregators are growing in importance as trusted news sources. Ensure your content is discoverable and optimised for these platforms to capture audiences looking for accurate, high-quality information.

6.        Combat misinformation

Be proactive in addressing misinformation, especially on social media. Clear communication and quick action are key to managing your brand’s reputation in an era where fake news can spread rapidly.

Methodology

The Ofcom News Consumption report employs a mixed methodology approach, combining online and face-to-face interviews for adults, and an online survey for teens (12-15 years old).

For the adult survey, a total of 5,466 interviews were conducted across two fieldwork periods in 2023 and 2024, with data weighted to ensure representative results. The teen survey included 1,007 participants, with quotas and weighting applied to maintain demographic balance.

Both surveys use recall-based questioning, covering a wide range of news sources across various platforms. The methodology aims to provide a comprehensive view of news consumption habits, though it acknowledges potential underestimation of some online news consumption due to recall limitations.

Further information

 You can download a copy of Ofcom News consumption in the UK: 2024 from the Ofcom website.