In the realm of digital media, the impressive growth of news publishers on YouTube is undeniable. Recently, Press Gazette ranked Sky News Australia as the second-fastest growing news publisher on YouTube globally. The comparison is based on cumulative views as of June 2022, which stood at an impressive 2 billion for Sky News Australia, and the numbers as of October 2023, which now reach a staggering 3.8 billion. This equates to a remarkable year-on-year growth rate of 89%.
To offer context, that same reporting shows that while competitors such as ABC News Australia have achieved commendable YOY growth of 29%, Sky News Australia’s YOY growth in subscribers ranks fifth globally, reaching 3.68 million subscribers, a remarkable 44% increase. In contrast, ABC News Australia has seen a 15% rise, totalling 1.9 million subscribers.
Further highlighting Sky News Australia’s success, Mediaweek reported a 21.5% increase in its domestic audience over the last 24 months, with 11.1 million Australians now engaging with the brand monthly. This impressive growth holds significant implications for communication professionals.
In this blog post, we’ll delve into the details of Sky News Australia’s YouTube success and its relevance to your communication strategies.
According to Reuters Institute Digital News Report 2023, YouTube is the second-ranked social media platform for news sharing, accounting for 23% of market share. The remarkable growth of Sky News Australia’s YouTube channel underscores the increasingly vital relationship between YouTube and news media. YouTube has evolved into a formidable platform for news publishers, offering a dynamic space where they can engage with audiences, deliver breaking news, and provide in-depth analysis in bite-sized and easily consumable pieces. The case of Sky News Australia exemplifies why YouTube should be taken seriously by news media organisations. Its rapid ascent from 2 billion to 3.8 billion cumulative views in just over a year highlights the platform’s immense potential to reach a global audience hungry for news content. This growth reflects the platform’s capacity to not only inform but also capture the attention and engagement of viewers.
As news consumption patterns continue to evolve, YouTube’s role as a primary source for news and information is undeniable, making it a platform that demands the serious attention of news media professionals and the strategic incorporation of YouTube into their distribution and engagement strategies.
The rise of Sky News Australia on YouTube is not just a success story; it holds valuable lessons for communication professionals. Here’s why this matters:
Competitive Landscape Insights: This ranking indicates a shifting landscape in the media industry. Communication professionals must recognise the importance of YouTube as a platform for news dissemination and audience engagement. Understanding the competitive landscape is crucial for strategic decision-making.
Audience Engagement: Sky News Australia’s domestic audience growth, with 11.1 million Australians engaging with the brand each month, underscores the platform’s effectiveness in capturing local audiences. Communication professionals should consider how they can engage and expand their own domestic and international viewers on YouTube.
Media Landscape Evolution: It exemplifies the growing synergy between established news organisations and digital platforms. As social media increasingly shapes news dissemination and audience engagement, communication professionals must explore the opportunities and challenges to stay ahead of the curve in the ever-changing media industry.
Multi-Platform Approach: Sky News Australia’s success is a testament to the power of a multi-platform approach. Communication professionals can leverage this insight to expand their brand’s presence and reach a wider audience.
Streem holds exclusive rights to monitor Sky News Australia content for customers. This includes realtime access to news, interviews, special reports, and in-depth analysis produced by Sky News Australia. Our exclusive partnership with Sky News Australia is a testament to our commitment to offering the broadest set of content to our clients. It reflects our dedication to delivering the highest quality media monitoring and insights services, ensuring that our clients are well-equipped to navigate the news media landscape.
At Streem, we are committed to keeping you informed about the latest developments in the media landscape. Our partnership with Sky News Australia is just one example of how we provide our clients with exclusive access to valuable content. We understand the importance of staying on top of industry trends and ensuring that you have the tools you need to succeed.
Ready to elevate your media monitoring and insights? Contact Streem today, and let’s start shaping your communication strategies for success.
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