| Platform | Outlets | Posts | % |
|---|---|---|---|
| TikTok | 472 | 85,696 | 46 |
| 486 | 62,936 | 34 | |
| YouTube Shorts | 395 | 37,337 | 20 |
Key metrics
AI summaries
Note that all the summary texts on this page are currently generated automatically using a Large Language Model (Google’s Gemini), based on the results tables and other information from the data. Therefore, please do not cite the verbal summary, but refer to the figures and tables for accurate information.
Publication patterns
The Platform News Report is based on data from 571 news outlets across 46 countries. We collected 185,969 posts published by these outlets on TikTok, Instagram, and YouTube Shorts from March 15 to April 15, 2025.
While Instagram had the biggest market share in terms of active news outlets, the amount of content posted on TikTok was much larger overall, with almost half of all posts in our sample coming from this platform, followed by Instagram, and YouTube Shorts, which also attracted far fewer outlets overall.
Frequency
Across news outlets globally, we observed an average of 4.2 short video posts published per day. Looking at platforms, news organizations posted most frequently on TikTok, averaging 5.6 posts daily, significantly more than on Instagram, where they posted 4.0 times, and considerably more than on YouTube Shorts, with an average of 2.9 posts per day. Regarding outlet type, private broadcasters led the frequency with 6.2 posts daily, a significantly higher rate than both public broadcasters (averaging 4.2 posts) and digital-only outlets (averaging 3.5 posts). Print outlets posted the least, with 2.8 daily posts. We also found substantial variation in posting frequency across countries, ranging from less than one post per day in Denmark, the Netherlands, and Switzerland (all at 0.9 posts/day) to almost 10 posts daily in Malaysia (9.9 posts/day), with other high-frequency countries including Thailand (9.3) and Brazil (8.6).
Result tables for Frequency
Overall average
| estimate | p.value | conf.low | conf.high |
|---|---|---|---|
| 4.19 | 0 | 3.37 | 5 |
Contrasts
| term | contrast | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|---|
| outlet_type | Print - Digital | -0.14 | 0.68 | -0.79 | 0.51 |
| outlet_type | Private broadcaster - Digital | 3.43 | 0.00 | 2.30 | 4.57 |
| outlet_type | Public broadcaster - Digital | 1.27 | 0.02 | 0.20 | 2.33 |
| platform | Instagram - TikTok | -1.14 | 0.00 | -1.50 | -0.79 |
| platform | YouTube Shorts - TikTok | -2.83 | 0.00 | -3.42 | -2.24 |
Predictions by platform
| platform | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|
| TikTok | 5.55 | 0 | 4.48 | 6.61 |
| 3.96 | 0 | 3.20 | 4.71 | |
| YouTube Shorts | 2.85 | 0 | 2.29 | 3.41 |
Predictions by outlet type
| outlet_type | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|
| Digital | 3.49 | 0 | 2.63 | 4.36 |
| 2.83 | 0 | 2.23 | 3.43 | |
| Private broadcaster | 6.19 | 0 | 4.87 | 7.51 |
| Public broadcaster | 4.21 | 0 | 3.08 | 5.34 |
Predictions by country
| country | estimate | p.value | conf.low | conf.high | region |
|---|---|---|---|---|---|
| Argentina | 5.54 | 0 | 4.47 | 6.62 | Latin America |
| Australia | 4.02 | 0 | 3.24 | 4.81 | Asia-Pacific |
| Austria | 1.30 | 0 | 1.05 | 1.55 | Western Europe |
| Belgium | 1.85 | 0 | 1.49 | 2.21 | Western Europe |
| Brazil | 8.61 | 0 | 6.94 | 10.28 | Latin America |
| Bulgaria | 1.70 | 0 | 1.37 | 2.03 | Eastern Europe |
| Canada | 4.69 | 0 | 3.78 | 5.60 | North America |
| Chile | 3.75 | 0 | 3.02 | 4.48 | Latin America |
| Colombia | 4.00 | 0 | 3.23 | 4.78 | Latin America |
| Croatia | 3.27 | 0 | 2.63 | 3.90 | Southern Europe |
| Czech Republic | 1.44 | 0 | 1.16 | 1.72 | Eastern Europe |
| Denmark | 0.87 | 0 | 0.70 | 1.04 | Northern Europe |
| Finland | 1.53 | 0 | 1.24 | 1.83 | Northern Europe |
| France | 3.35 | 0 | 2.70 | 4.00 | Western Europe |
| Germany | 1.93 | 0 | 1.56 | 2.31 | Western Europe |
| Greece | 2.69 | 0 | 2.17 | 3.21 | Southern Europe |
| Hungary | 1.61 | 0 | 1.30 | 1.92 | Eastern Europe |
| India | 7.04 | 0 | 5.67 | 8.40 | Asia-Pacific |
| Indonesia | 7.96 | 0 | 6.42 | 9.51 | Asia-Pacific |
| Ireland | 3.54 | 0 | 2.86 | 4.23 | Northern Europe |
| Italy | 3.53 | 0 | 2.84 | 4.21 | Southern Europe |
| Japan | 1.95 | 0 | 1.57 | 2.32 | Asia-Pacific |
| Kenya | 4.40 | 0 | 3.54 | 5.25 | Africa |
| Malaysia | 9.88 | 0 | 7.96 | 11.80 | Asia-Pacific |
| Mexico | 8.52 | 0 | 6.87 | 10.17 | Latin America |
| Morocco | 6.10 | 0 | 4.92 | 7.29 | Africa |
| Netherlands | 0.93 | 0 | 0.75 | 1.11 | Western Europe |
| Nigeria | 3.78 | 0 | 3.05 | 4.51 | Africa |
| Norway | 1.62 | 0 | 1.30 | 1.93 | Northern Europe |
| Peru | 5.81 | 0 | 4.68 | 6.94 | Latin America |
| Philippines | 6.71 | 0 | 5.41 | 8.02 | Asia-Pacific |
| Poland | 1.99 | 0 | 1.61 | 2.38 | Eastern Europe |
| Portugal | 1.62 | 0 | 1.30 | 1.93 | Southern Europe |
| Romania | 3.31 | 0 | 2.67 | 3.96 | Eastern Europe |
| Singapore | 5.21 | 0 | 4.20 | 6.22 | Asia-Pacific |
| Slovakia | 3.26 | 0 | 2.62 | 3.89 | Eastern Europe |
| South Africa | 2.09 | 0 | 1.68 | 2.50 | Africa |
| South Korea | 6.64 | 0 | 5.35 | 7.92 | Asia-Pacific |
| Spain | 6.10 | 0 | 4.92 | 7.29 | Southern Europe |
| Sweden | 1.99 | 0 | 1.60 | 2.37 | Northern Europe |
| Switzerland | 0.93 | 0 | 0.75 | 1.11 | Western Europe |
| Taiwan | 4.09 | 0 | 3.30 | 4.89 | Asia-Pacific |
| Thailand | 9.31 | 0 | 7.51 | 11.12 | Asia-Pacific |
| Turkey | 5.29 | 0 | 4.26 | 6.32 | Southern Europe |
| United Kingdom | 4.70 | 0 | 3.79 | 5.61 | Northern Europe |
| United States | 5.10 | 0 | 4.11 | 6.08 | North America |
Video duration
News outlets worldwide posted short videos with an average duration of 80 seconds. We observed distinct patterns across platforms and outlet types. Videos on TikTok were slightly longer at 84 seconds compared to Instagram’s 82 seconds, while YouTube Shorts featured significantly shorter content, averaging 67 seconds. Regarding outlet types, private broadcasters consistently produced the longest videos, averaging 87 seconds, which was notably longer than videos from digital outlets (around 76 seconds). Print outlets also posted videos averaging 76 seconds, while public broadcasters had the shortest content at approximately 72 seconds. Beyond these factors, video duration varied widely by country, ranging from a brisk 52 seconds in Slovakia to an extensive 143 seconds in Thailand.
Result tables for Video duration
Overall average
| estimate | p.value | conf.low | conf.high |
|---|---|---|---|
| 80.32 | 0 | 75.23 | 85.41 |
Contrasts
| term | contrast | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|---|
| outlet_type | Print - Digital | 7.11 | 0.07 | -0.60 | 14.83 |
| outlet_type | Private broadcaster - Digital | 13.76 | 0.00 | 5.54 | 21.98 |
| outlet_type | Public broadcaster - Digital | 5.17 | 0.32 | -5.01 | 15.36 |
| platform | TikTok - Instagram | 1.64 | 0.00 | 1.18 | 2.11 |
| platform | YouTube Shorts - Instagram | -15.73 | 0.00 | -16.85 | -14.61 |
Predictions by platform
| platform | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|
| 82.28 | 0 | 77.12 | 87.43 | |
| TikTok | 84.20 | 0 | 78.89 | 89.52 |
| YouTube Shorts | 66.97 | 0 | 62.71 | 71.24 |
Predictions by outlet type
| outlet_type | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|
| Digital | 76.45 | 0 | 68.92 | 83.97 |
| 76.18 | 0 | 70.30 | 82.06 | |
| Private broadcaster | 87.22 | 0 | 80.13 | 94.31 |
| Public broadcaster | 71.59 | 0 | 63.19 | 79.99 |
Predictions by country
| country | estimate | p.value | conf.low | conf.high | region |
|---|---|---|---|---|---|
| Argentina | 85.19 | 0 | 79.78 | 90.59 | Latin America |
| Australia | 72.04 | 0 | 67.48 | 76.61 | Asia-Pacific |
| Austria | 62.24 | 0 | 58.29 | 66.18 | Western Europe |
| Belgium | 67.19 | 0 | 62.93 | 71.45 | Western Europe |
| Brazil | 88.83 | 0 | 83.19 | 94.46 | Latin America |
| Bulgaria | 88.55 | 0 | 82.94 | 94.17 | Eastern Europe |
| Canada | 70.97 | 0 | 66.47 | 75.47 | North America |
| Chile | 93.37 | 0 | 87.45 | 99.29 | Latin America |
| Colombia | 122.56 | 0 | 114.79 | 130.34 | Latin America |
| Croatia | 61.48 | 0 | 57.59 | 65.38 | Southern Europe |
| Czech Republic | 60.12 | 0 | 56.31 | 63.94 | Eastern Europe |
| Denmark | 66.50 | 0 | 62.29 | 70.72 | Northern Europe |
| Finland | 55.03 | 0 | 51.54 | 58.52 | Northern Europe |
| France | 93.42 | 0 | 87.50 | 99.35 | Western Europe |
| Germany | 63.48 | 0 | 59.45 | 67.50 | Western Europe |
| Greece | 72.00 | 0 | 67.43 | 76.56 | Southern Europe |
| Hungary | 53.17 | 0 | 49.80 | 56.55 | Eastern Europe |
| India | 84.31 | 0 | 78.96 | 89.65 | Asia-Pacific |
| Indonesia | 77.05 | 0 | 72.16 | 81.93 | Asia-Pacific |
| Ireland | 71.80 | 0 | 67.24 | 76.35 | Northern Europe |
| Italy | 73.15 | 0 | 68.51 | 77.78 | Southern Europe |
| Japan | 94.51 | 0 | 88.52 | 100.51 | Asia-Pacific |
| Kenya | 131.26 | 0 | 122.94 | 139.58 | Africa |
| Malaysia | 91.33 | 0 | 85.54 | 97.12 | Asia-Pacific |
| Mexico | 102.97 | 0 | 96.44 | 109.50 | Latin America |
| Morocco | 108.84 | 0 | 101.94 | 115.74 | Africa |
| Netherlands | 58.56 | 0 | 54.84 | 62.27 | Western Europe |
| Nigeria | 116.71 | 0 | 109.31 | 124.11 | Africa |
| Norway | 54.07 | 0 | 50.65 | 57.50 | Northern Europe |
| Peru | 90.13 | 0 | 84.41 | 95.84 | Latin America |
| Philippines | 107.46 | 0 | 100.65 | 114.28 | Asia-Pacific |
| Poland | 70.24 | 0 | 65.78 | 74.69 | Eastern Europe |
| Portugal | 84.15 | 0 | 78.81 | 89.48 | Southern Europe |
| Romania | 87.15 | 0 | 81.62 | 92.67 | Eastern Europe |
| Singapore | 80.44 | 0 | 75.34 | 85.55 | Asia-Pacific |
| Slovakia | 51.76 | 0 | 48.48 | 55.04 | Eastern Europe |
| South Africa | 84.84 | 0 | 79.46 | 90.22 | Africa |
| South Korea | 66.27 | 0 | 62.06 | 70.47 | Asia-Pacific |
| Spain | 69.69 | 0 | 65.27 | 74.11 | Southern Europe |
| Sweden | 53.46 | 0 | 50.07 | 56.85 | Northern Europe |
| Switzerland | 72.88 | 0 | 68.26 | 77.51 | Western Europe |
| Taiwan | 66.54 | 0 | 62.32 | 70.76 | Asia-Pacific |
| Thailand | 143.44 | 0 | 134.34 | 152.53 | Asia-Pacific |
| Turkey | 85.13 | 0 | 79.73 | 90.53 | Southern Europe |
| United Kingdom | 67.77 | 0 | 63.48 | 72.07 | Northern Europe |
| United States | 72.65 | 0 | 68.05 | 77.26 | North America |
Content duplication
Overall, 17% of short video posts by news outlets were cross-platform duplicates. We observed some notable differences across platforms, with YouTube Shorts displaying a significantly higher proportion of duplicated content at 21%, while Instagram and TikTok posts showed similar, lower rates around 16%. Outlet type also played a role; public broadcasters had the highest rate of duplication at 26%, notably higher than digital outlets at 12%, and print or private broadcasters, both around 16%. Duplication rates varied considerably by country, ranging from very low levels, such as 2% in Greece and Morocco, to significantly higher proportions, reaching 59% in Australia and Ireland, 55% in Canada, and 50% in the United Kingdom and Singapore.
Result tables for Content duplication
Overall average
| estimate | p.value | conf.low | conf.high |
|---|---|---|---|
| 0.17 | 0 | 0.13 | 0.21 |
Contrasts
| term | contrast | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|---|
| outlet_type | Print - Digital | -0.02 | 0.33 | -0.07 | 0.02 |
| outlet_type | Private broadcaster - Digital | -0.04 | 0.12 | -0.08 | 0.01 |
| outlet_type | Public broadcaster - Digital | -0.02 | 0.54 | -0.07 | 0.04 |
| platform | TikTok - Instagram | -0.01 | 0.25 | -0.02 | 0.01 |
| platform | YouTube Shorts - Instagram | 0.04 | 0.00 | 0.02 | 0.06 |
Predictions by platform
| platform | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|
| 0.16 | 0 | 0.12 | 0.19 | |
| TikTok | 0.16 | 0 | 0.13 | 0.20 |
| YouTube Shorts | 0.21 | 0 | 0.17 | 0.25 |
Predictions by outlet type
| outlet_type | estimate | p.value | conf.low | conf.high |
|---|---|---|---|---|
| Digital | 0.12 | 0 | 0.08 | 0.17 |
| 0.16 | 0 | 0.11 | 0.20 | |
| Private broadcaster | 0.16 | 0 | 0.12 | 0.20 |
| Public broadcaster | 0.26 | 0 | 0.19 | 0.33 |
Predictions by country
| country | estimate | p.value | conf.low | conf.high | region |
|---|---|---|---|---|---|
| Argentina | 0.11 | 0 | 0.07 | 0.14 | Latin America |
| Australia | 0.59 | 0 | 0.51 | 0.67 | Asia-Pacific |
| Austria | 0.10 | 0 | 0.07 | 0.13 | Western Europe |
| Belgium | 0.13 | 0 | 0.10 | 0.17 | Western Europe |
| Brazil | 0.23 | 0 | 0.17 | 0.28 | Latin America |
| Bulgaria | 0.05 | 0 | 0.03 | 0.07 | Eastern Europe |
| Canada | 0.55 | 0 | 0.48 | 0.62 | North America |
| Chile | 0.12 | 0 | 0.08 | 0.15 | Latin America |
| Colombia | 0.16 | 0 | 0.12 | 0.20 | Latin America |
| Croatia | 0.05 | 0 | 0.03 | 0.06 | Southern Europe |
| Czech Republic | 0.10 | 0 | 0.07 | 0.13 | Eastern Europe |
| Denmark | 0.25 | 0 | 0.19 | 0.31 | Northern Europe |
| Finland | 0.06 | 0 | 0.04 | 0.08 | Northern Europe |
| France | 0.27 | 0 | 0.21 | 0.34 | Western Europe |
| Germany | 0.14 | 0 | 0.10 | 0.18 | Western Europe |
| Greece | 0.02 | 0 | 0.01 | 0.03 | Southern Europe |
| Hungary | 0.04 | 0 | 0.03 | 0.05 | Eastern Europe |
| India | 0.18 | 0 | 0.14 | 0.23 | Asia-Pacific |
| Indonesia | 0.04 | 0 | 0.03 | 0.05 | Asia-Pacific |
| Ireland | 0.59 | 0 | 0.51 | 0.66 | Northern Europe |
| Italy | 0.11 | 0 | 0.07 | 0.14 | Southern Europe |
| Japan | 0.04 | 0 | 0.03 | 0.05 | Asia-Pacific |
| Kenya | 0.21 | 0 | 0.16 | 0.26 | Africa |
| Malaysia | 0.06 | 0 | 0.04 | 0.08 | Asia-Pacific |
| Mexico | 0.15 | 0 | 0.11 | 0.19 | Latin America |
| Morocco | 0.02 | 0 | 0.02 | 0.03 | Africa |
| Netherlands | 0.17 | 0 | 0.13 | 0.22 | Western Europe |
| Nigeria | 0.18 | 0 | 0.13 | 0.22 | Africa |
| Norway | 0.16 | 0 | 0.12 | 0.21 | Northern Europe |
| Peru | 0.13 | 0 | 0.09 | 0.17 | Latin America |
| Philippines | 0.08 | 0 | 0.06 | 0.10 | Asia-Pacific |
| Poland | 0.07 | 0 | 0.05 | 0.09 | Eastern Europe |
| Portugal | 0.18 | 0 | 0.13 | 0.23 | Southern Europe |
| Romania | 0.05 | 0 | 0.03 | 0.06 | Eastern Europe |
| Singapore | 0.50 | 0 | 0.43 | 0.57 | Asia-Pacific |
| Slovakia | 0.10 | 0 | 0.07 | 0.12 | Eastern Europe |
| South Africa | 0.26 | 0 | 0.20 | 0.32 | Africa |
| South Korea | 0.05 | 0 | 0.03 | 0.06 | Asia-Pacific |
| Spain | 0.14 | 0 | 0.10 | 0.18 | Southern Europe |
| Sweden | 0.28 | 0 | 0.21 | 0.34 | Northern Europe |
| Switzerland | 0.12 | 0 | 0.09 | 0.15 | Western Europe |
| Taiwan | 0.02 | 0 | 0.02 | 0.03 | Asia-Pacific |
| Thailand | 0.03 | 0 | 0.02 | 0.03 | Asia-Pacific |
| Turkey | 0.03 | 0 | 0.02 | 0.04 | Southern Europe |
| United Kingdom | 0.50 | 0 | 0.42 | 0.58 | Northern Europe |
| United States | 0.43 | 0 | 0.37 | 0.49 | North America |
Measures
Video duration was provided as meta data from the platforms. Content duplication was measured by computing pairwise Jaccard distances on the post transcripts, with a threshold of .70, using the textreuse package (Mullen 2020).
References
Mullen, Lincoln. 2020. “Textreuse: Detect Text Reuse and Document Similarity.” https://doi.org/10.32614/CRAN.package.textreuse.