India

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 6165 posts.

The median outlet published 12.1 TikToks, 8.5 Instagram reels, and 2 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	3	795	21	13
Instagram	13	3018	93	49
YouTube Shorts	12	2352	86	38

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
All India Radio	465	-	395	70	15
BBC News	485	419	41	25	30
CNN	1014	375	263	376	49
DD News	616	-	374	242	2
Economic Times	418	-	361	57	-
Hindustan Times	404	-	404	-	-
India Today	916	1	196	719	4
NDTV	738	-	340	398	8
Republic TV	807	-	388	419	8
Scroll.in	49	-	43	6	-
The Hindu	101	-	74	27	-
The Times of India	27	-	18	9	6
The Wire	125	-	121	4	-
India	6165	795	3018	2352	18

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
All India Radio	56	25	39	24	13
BBC News	35	24	20	21	15
CNN	47	29	12	10	11
DD News	55	25	17	22	14
Economic Times	46	17	23	21	15
Hindustan Times	63	16	23	16	14
India Today	49	29	14	14	18
NDTV	40	27	22	18	14
Republic TV	42	18	13	13	16
Scroll.in	21	29	14	13	20
The Hindu	42	14	21	14	15
The Times of India	56	18	20	12	14
The Wire	62	35	25	13	27
India	50	25	20	18	15
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
All India Radio	5	6	4	5	15	24
BBC News	7	8	6	6	5	6
CNN	2	4	5	10	3	9
DD News	3	6	9	8	10	3
Economic Times	3	6	5	5	7	4
Hindustan Times	4	7	5	6	6	7
India Today	4	11	5	4	12	5
NDTV	4	4	7	5	4	5
Republic TV	3	9	12	8	5	9
Scroll.in	4	6	6	7	6	5
The Hindu	4	5	7	9	6	4
The Times of India	4	6	6	7	6	5
The Wire	4	5	5	6	8	4
India	4	7	6	6	7	8
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
All India Radio	3	4	6	1	4	2	1	2
BBC News	13	7	11	2	2	2	3	4
CNN	26	24	6	3	2	2	1	3
DD News	9	3	6	1	2	2	1	10
Economic Times	4	7	5	1	3	2	1	5
Hindustan Times	9	14	8	1	4	2	1	7
India Today	2	4	3	1	3	2	5	2
NDTV	11	11	4	1	2	2	1	2
Republic TV	3	16	5	1	4	3	1	4
Scroll.in	7	7	6	1	3	3	2	3
The Hindu	12	5	5	1	3	3	2	3
The Times of India	6	14	6	1	3	3	2	3
The Wire	10	5	5	1	3	3	2	6
India	10	11	5	1	2	2	2	4
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
All India Radio	70	71	4	13
BBC News	58	94	4	17
CNN	68	92	8	10
DD News	78	47	8	27
Economic Times	170	62	4	17
Hindustan Times	130	36	4	9
India Today	80	62	3	8
NDTV	86	38	4	13
Republic TV	63	95	7	10
Scroll.in	36	-	-	-
The Hindu	69	87	4	17
The Times of India	34	-	-	-
The Wire	130	30	4	32
India	84	82	5	15
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
All India Radio	24	45	18	6
BBC News	38	34	16	8
CNN	36	32	15	8
DD News	28	38	14	7
Economic Times	30	35	14	7
Hindustan Times	23	35	13	8
India Today	22	38	15	7
NDTV	29	37	17	7
Republic TV	26	39	16	9
Scroll.in	29	34	12	5
The Hindu	28	34	13	6
The Times of India	29	38	13	4
The Wire	26	42	14	6
India	28	37	16	7
Overall	34	34	14	7

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