South Africans Are Ghosting the News: What’s Behind the Decline in Readership?

Something unusual is happening in South Africa’s media landscape: news websites are experiencing a sharp decline in readership. Despite a news-packed period filled with political drama, economic challenges, and international intrigue, South Africans seem to be tuning out. But why is this happening, and is it part of a global trend? Let’s explore the factors behind this decline and what it means for the future of news consumption.

The Global Trend: News Fatigue

South Africa’s declining news readership mirrors a global phenomenon. According to a YouGov poll conducted across 12 countries, interest in the news dropped from 66% in 2018 to 49% in 2024. Political news saw an even steeper decline, falling from 45% to 30% over the same period. This trend suggests that people are growing tired of the constant barrage of news, especially in an era dominated by social media and short-form content.

The Role of Social Media

One of the primary drivers of declining news readership is the rise of social media platforms like Instagram, YouTube, and TikTok. These platforms prioritize short-form, video-based content, making traditional news consumption seem laborious by comparison. While social media does offer news content, users often engage with it passively, scrolling through headlines or watching brief clips rather than diving into detailed articles.

• Instagram: Used for showcasing curated lifestyles rather than in-depth news.
• YouTube: A hub for long-form content on niche topics, often overshadowing traditional news.
• TikTok: Known for its addictive, algorithm-driven short videos, which distract users from news consumption.

News Avoidance: A Growing Trend

Another significant factor is news avoidance. Many people actively choose to avoid the news due to its overwhelming negativity or perceived irrelevance. This trend is particularly pronounced among younger audiences, who prefer lighter, more entertaining content over hard news.

The South African Context

In South Africa, the decline in news readership is particularly stark. Data from the Interactive Advertising Bureau (IAB) shows that seven of the top eight news websites have seen an average 25% drop in daily active users over the past year. Notable declines include:

• News24: Once a dominant player, its readership has fallen significantly, partly due to competition from its own sports and lifestyle offerings under the SNL (Soccer, News, and Lifestyle) umbrella.
• Business Day: Losing ground to free alternatives like Daily Investor and BusinessTech.

Who’s Winning?

While many news sites are struggling, some are bucking the trend:

• Daily Investor: Gaining traction by offering free, accessible business news.
• Daily Maverick: Despite a recent decline, it has grown significantly since 2020, leveraging video content on platforms like Instagram.
• BizNews: Thriving on YouTube, thanks to editor Alec Hogg’s broadcasting expertise.

The Role of Paywalls

Paywalled sites like BusinessLive face an additional challenge. Casual readers are increasingly turning to free alternatives, further eroding their user base. This shift highlights the difficulty of balancing revenue generation with accessibility in the digital age.

Is the Decline as Bad as It Seems?

While the numbers look alarming, the situation may not be as dire as it appears:

• Seasonal Factors: January is traditionally a slow month for news consumption, so comparing it to busier periods like May 2023 exaggerates the decline.
• Long-Term Growth: Despite recent drops, many news sites have seen substantial growth over the past few years. For example, Daily Maverick’s readership has increased eightfold since 2020.

What Can News Organizations Do?

To reverse the trend, news providers need to adapt to changing consumer preferences:

1. Embrace Video Content: Expand presence on platforms like YouTube and Instagram to reach younger audiences.
2. Focus on Engagement: Publish more fun, revealing, and educational stories to combat news avoidance.
3. Balance Commentary and Reporting: Reduce reliance on opinion pieces and invest in traditional, fact-based journalism.
4. Stay Free-to-Read: While paywalls generate revenue, they can alienate casual readers. Finding a balance is key.

The Bigger Picture: Are South Africans Still Informed?

Despite the decline in readership, South Africa’s news organizations continue to play a vital role in keeping the public informed. However, shrinking newsrooms have led to gaps in coverage, particularly in areas like courts, municipal affairs, and the arts. Addressing these gaps will be crucial for maintaining a well-informed society.

The decline in South African news readership is a complex issue driven by global trends, changing consumer habits, and the rise of social media. While the numbers may seem alarming, they also present an opportunity for news organizations to innovate and adapt. By embracing new formats, focusing on engaging content, and addressing news avoidance, the industry can reconnect with its audience and ensure its long-term sustainability.

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