Australian Media Landscape Trends

The Australian media landscape has fundamentally changed in the past two decades, as technology has enabled new channels of communication between businesses and consumers.

Our latest research for Google Australia analyses the shift in advertising revenues between 2002 and 2018. Traditional newspaper revenues fell $1.4 billion, from $4.4 billion to $3.0 billion during that period. Ninety-two percent of the decline was from the loss of classifieds, which contributed $1.5 billion of newspaper revenues in 2002, but just $0.2 billion by 2018. Most of these classified revenues have been captured by online pure plays: digital-only businesses that target specific niches such as job advertisements, second-hand goods, or real estate listings.

Australian advertising revenues have grown overall despite the fall in newspaper advertising. The total advertising market grew $7.8 billion in 16 years to reach $16.6 billion in 2018. Online search advertising grew from $0.1 billion in 2002 to $3.6 billion in 2018, three-quarters of which was captured from new opportunities as the overall advertising market grew. The remaining 24% of online search revenues was captured from traditional print directories.

In the 16 years up to 2018, the demand for news has remained strong, both globally and domestically. Majority of Australians still prefer to access their news offline, but consumer preferences are shifting as a result of technology. The share of Australians who prefer offline news has fallen 4ppt from 56% in 2017. Social media is also becoming an increasingly prominent source of news. More than 1 in 5 Australians adults now use social media as their primary source of news.

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