Third-party platforms prioritized by news publishers worldwide 2021

A survey held at the end of 2021 found that 54 percent of news industry leaders worldwide intended to put more effort into distribution and engagement via Instagram in the coming year. By contrast, publishers said that they would be putting less effort into Facebook and Twitter.

Level of effort news publishers will put into third-party platforms in the next year according to news industry leaders worldwide as of December 2021

Characteristic	Share of respondents
Instagram	54%
Google	47%
TikTok	44%
YouTube	43%
Messaging	3%
Snapchat	1%
Twitter	-5%
Facebook	-8%

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Release date

January 2022

More information

Region

Worldwide

Survey time period

November to December 2021

Number of respondents

231 respondents

Age group

18 years and older

Special properties

among those holding senior positions (editorial, commercial, or product) in traditional or digital-born publishing companies

Method of interview

Online survey

Supplementary notes

Question: Will you be putting more or less effort into the following third-party platforms when it comes to distribution and engagement in the coming year?
Participants came from organizations with a print background, digital-born media, B2B companies, or news agencies, or represented commercial or public service broadcasters.

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