Do you also start your day by reading the Bulgaria Mobile Phone Numbers news on your mobile? Most Dutch people (26%) do that. Although television (24%) is still popular for some current affairs with coffee. The 35+ prefer a direct news app or site for their daily portion of news.

The fact that many people opt for direct access to news organizations via a familiar environment shows that a large part of the respondents feels a strong connection with one or more news brands. Research also shows that trust in news is strongly related to the connection with a particular news brand or organization. A key find, and a challenge for the news brands for years to come; bind existing and new users.

What is the impact of the ‘creator economy’?

A clear trend among young people is the attention for journalistic content creators. 22% of 18-24 year olds get news from content creators, compared to just 7% of 55+. A trend that also partly explains the rise of ‘premium’ content, such as newsletters, videos or Instagram accounts from popular creators that you pay for.

We have already seen how platforms such as Substack offer journalistic creators opportunities to distribute and sell their content, in this case newsletters. Twitter and Facebook are also increasingly using this way of distributing news. In 2022, Dutch publishers also expect to focus more on creator content such as podcasts and audio (80%), newsletters (70%) and video (63%).**

It will be exciting to see whether this trend will continue in the Netherlands. And whether this also includes a broader revenue model for content creators and media brands. In countries such as the US and France, the percentage of news consumers who target specific journalists is already much higher.

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Podcasts are still on the rise

This ‘pay for content’ trend is also increasingly applicable to podcasts, especially since the arrival of the podcast platform with subscription model Podimo . Podcast usage has increased further in 2022 anyway. Among young people, the podcast has even become an integral part of the news and information menu. Three quarters of young people listen to and now listen to it monthly, after which the use per age group decreases rapidly.

In fact, in the 55+ group, only one in ten is a podcast listener. It makes you wonder why the generation, who have grown up with radio, don’t know how to find their way to this audio. Does it have to do with the accessibility of the platforms? Lack of time in the agenda of the busy retiree? Who knows may say. With the right approach, there should still be opportunities for news brands.

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