A recent study by the University of South Australia has highlighted the increasing role of social media in enhancing news diversity across Australia.

The research, which analysed over 86,000 Facebook posts from Australian print, digital, and TV newsrooms spanning from 2010 to 2022, suggests that social media, particularly Facebook, is a significant platform for Australians to access news.

The study found that Facebook, with over 16 million active users in Australia, is the most popular platform for news consumption.

According to the research, news shared on Facebook is more diverse than that shared by traditional media outlets. "The study found that news shared on Facebook is much more diverse than news shared by traditional media, with many different news sources and voices," said Cameron McTernan, a lecturer at UniSA.

The analysis noted a shift in popular news sources on Facebook, with newer entrants such as Daily Mail Australia and Sky News gaining traction alongside established leaders like ABC News, 9News, and news.com.au. The majority of Facebook posts analysed were from newspaper pages, accounting for 56% of the total, followed by digital news platforms at 37%, and TV at 7%.

Content from print and digital pages was predominantly local, whereas TV content had a more metropolitan and national focus. The study suggests that social media platforms provide opportunities for new entrants to succeed in the news market. "While Australia has long seen a decline in newsrooms and concentration in ownership, the results of this study show the potential for new entrants to succeed on a distributed access platform like Facebook," McTernan stated.

Despite the potential benefits, the study also highlights ongoing tensions between big tech companies and traditional news outlets, particularly regarding payment for news content. Meta, the parent company of Facebook, has announced plans to cease payments to Australian publishers for content once current deals expire. In response, the Australian government has introduced a News Bargaining Incentive to encourage platforms like Meta to support the sustainability of the news media.

McTernan commented on the challenges faced by the industry: "While social media can provide better discoverability of news, it also competes with traditional outlets for revenue. The two competing industries are struggling to find a cooperative path forward, and ultimately that hurts newsrooms a lot more than tech firms, and ultimately, it hurts all of us."

"Exposing the community to more diverse news sources benefits tolerance, encourages people to challenge biases and ultimately informs better decision-making and a more inclusive world. A viable media industry is also vital for supporting the economy and fulfilling a crucial role in democratic societies – including through its own contributions on social media," McTernan noted.

The study aimed to understand the diversity of Australian news on Facebook amidst a highly concentrated media market. "The goal of my research was to understand whether Australian news on Facebook is truly diverse or dominated by a few big companies. We already knew that Australia has one of the most concentrated media markets in the world, so it was important to understand the scale, scope and structure of its social media news market, to help inform conversations and negotiations in this complex space," McTernan explained.