New Meta-Study is Bad News for the News Bargaining Code

As Australian publishers seek to have social media platforms pay them for news material, a recent survey reveals that, except for X, most users do not use social media for news. 

These are the findings of a recent Pew Research Center study of around 10,000 US people conducted in March 2024. Although the survey is from the United States, it demonstrates the varied ways in which individuals engage and utilize social media platforms. 

In terms of news content distribution, half of X users claim they "regularly get news on the platform," compared to 40% of TikTok users, 37% of Facebook users, and 30% of Instagram users. But this is just how frequently this stuff appears in their feeds.

The poll also asked users of the four platforms mentioned above if keeping up with the news is a major, minor, or non-existent reason for using the site.

X is the sole platform that most users visit for news, which is not unexpected considering the length of the articles on the site, with 65% of those who use X citing keeping up with the news as a significant or minor reason for their use.

However, news is a 'major' because for only one out of every four X users, with the platform leading the way. Only 15% of TikTok users, 8% of Instagram users, and 7% of Facebook users say it's the primary reason they use the platform.

The poll also classified news items into four categories: thoughts on news, hilarious postings referencing current events, straight news pieces from news sites, and information regarding a breaking news incident.

On Facebook, Instagram, and TikTok, individuals are considerably more likely to encounter opinions or amusing posts about the news than plain news pieces or breaking news alerts. On these types of websites, "users are less likely to say they ever see news articles or information about a breaking news event as it is happening".

When it comes to breaking news, X is the place to be, with 75% of users reporting real-time information, compared to 58% on Facebook, 55% on TikTok, and 44% on Instagram.

X and Facebook users are the most likely to see news pieces on each network, with 79% and 74%, respectively, compared to 57% and 52% for TikTok and Instagram.

Across all sites, younger viewers are far more likely to see information about breaking news. On X, the most likely platform to get breaking news, 79% of users under 50 report seeing real-time news updates, compared to 69% of those 50 and older.

While this is, as previously indicated, an American study, research like this does not bode well for those attempting to compel Meta to pay Australian news providers for the news posted on its platform.

It definitely supports an argument made by Meta Australia in March, when the firm began withdrawing from the News Media Bargaining Code payments.

"The truth is that interest in news is declining on our platforms and that our audiences are engaging with different types of content," according to a blog post.

"First and foremost, we understand that our viewers use Facebook to share their life's ups and downs, interact with local community organizations, promote their businesses, and/or find interesting material. Links to news items account for less than 3% of the information seen in people's Facebook feeds.

The post argues frankly that "news is not the reason people use Facebook and Instagram," emphasizing that even when there is little or no news on our platforms, people continue to use them. Some argue that Facebook relies on news material for commercial gain, although this is incorrect. As a commercial firm, Meta prioritizes developing goods and services that promote growth and success. The fact is that most individuals utilize our services for reasons other than news access."