Australia

We collected data from 13 news outlets on TikTok, Instagram and YouTube Shorts:
5 Print , 3 Private broadcaster , 3 Public broadcaster , 2 Digital .

Overall, these outlets published 4033 posts.

The median outlet published 2.8 TikToks, 3.3 Instagram reels, and 2.9 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	12	1651	92	41
Instagram	11	1517	85	38
YouTube Shorts	9	865	69	21

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
ABC News	659	313	257	89	58
Australian Financial Review	26	14	12	-	-
BBC News	677	419	147	111	47
Channel 7 News	815	238	376	201	63
Channel 9 News	634	170	293	171	63
Daily Telegraph	178	77	101	-	27
Guardian Australia	165	54	60	51	44
Herald Sun	60	49	-	11	15
News.com.au	112	26	86	-	-
SBS News	293	97	101	95	55
Sky News	68	-	-	68	-
Sydney Morning Herald	281	163	50	68	65
The Australian	65	31	34	-	50
Australia	4033	1651	1517	865	59

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
ABC News	54	19	19	25	28
Australian Financial Review	56	18	13	24	18
BBC News	21	27	35	14	23
Channel 7 News	31	22	29	16	12
Channel 9 News	28	31	25	24	20
Daily Telegraph	16	22	18	16	17
Guardian Australia	58	14	15	18	19
Herald Sun	13	28	11	11	12
News.com.au	26	16	11	11	12
SBS News	66	17	23	21	29
Sky News	44	19	14	18	14
Sydney Morning Herald	37	25	10	35	25
The Australian	54	16	17	11	17
Australia	39	22	23	22	22
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
ABC News	5	8	7	14	5	4
Australian Financial Review	4	6	6	7	6	5
BBC News	7	6	11	8	5	5
Channel 7 News	11	8	3	6	3	8
Channel 9 News	5	9	5	13	3	7
Daily Telegraph	6	5	7	8	8	7
Guardian Australia	13	5	5	6	9	7
Herald Sun	4	5	7	6	6	4
News.com.au	6	6	5	7	6	4
SBS News	12	5	6	7	5	4
Sky News	4	6	6	7	6	5
Sydney Morning Herald	7	10	4	9	4	8
The Australian	4	6	5	9	6	4
Australia	8	7	6	10	4	6
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
ABC News	6	4	4	1	2	2	1	4
Australian Financial Review	6	6	6	1	3	3	2	3
BBC News	15	10	8	1	2	4	2	1
Channel 7 News	12	13	3	1	3	4	1	6
Channel 9 News	11	6	6	2	2	4	1	3
Daily Telegraph	10	9	8	1	3	3	2	3
Guardian Australia	5	5	5	1	3	6	2	3
Herald Sun	5	6	6	1	3	4	7	3
News.com.au	6	20	9	1	3	3	2	3
SBS News	3	3	4	1	2	4	1	2
Sky News	7	15	6	1	3	3	2	3
Sydney Morning Herald	3	6	6	2	4	3	1	2
The Australian	6	6	6	1	3	3	2	3
Australia	8	7	4	1	2	4	1	3
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
ABC News	79	90	3	26
Australian Financial Review	71	44	9	17
BBC News	50	92	4	27
Channel 7 News	55	95	3	30
Channel 9 News	81	94	4	10
Daily Telegraph	50	90	4	17
Guardian Australia	266	-	-	-
Herald Sun	54	87	4	17
News.com.au	36	87	4	17
SBS News	78	91	8	27
Sky News	73	87	4	17
Sydney Morning Herald	65	71	4	43
The Australian	70	44	4	40
Australia	72	91	4	27
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
ABC News	37	34	16	8
Australian Financial Review	28	38	13	5
BBC News	42	32	15	12
Channel 7 News	31	33	17	8
Channel 9 News	34	31	13	9
Daily Telegraph	28	35	16	8
Guardian Australia	31	32	12	5
Herald Sun	31	36	13	4
News.com.au	29	33	13	5
SBS News	24	40	17	7
Sky News	33	33	12	5
Sydney Morning Herald	28	37	18	7
The Australian	32	35	15	4
Australia	33	34	16	7
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.