Japan

We collected data from 11 news outlets on TikTok, Instagram and YouTube Shorts:
6 Print , 3 Private broadcaster , 1 Digital , 1 Public broadcaster .

Overall, these outlets published 1267 posts.

The median outlet published 2.3 TikToks, 0.2 Instagram reels, and 0.7 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	7	694	58	55
Instagram	5	64	42	5
YouTube Shorts	10	509	83	40

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
Asahi Shimbun	148	61	2	85	16
Mainichi Shimbun	97	72	25	-	3
NHK News	19	-	-	19	-
Nikkei	11	-	6	5	-
Nippon TV News	154	96	-	58	2
Sankei Shimbun	4	-	-	4	-
TBS News	183	94	-	89	2
TV Asahi News	548	333	-	215	2
Weekly Bunshun	49	19	6	24	4
Yahoo! News	53	19	25	9	50
Yomiuri Shimbun	1	-	-	1	-
Japan	1267	694	64	509	4

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
Asahi Shimbun	22	28	14	24	24
Mainichi Shimbun	17	14	47	7	12
Nikkei	30	24	19	16	13
Nippon TV News	17	29	48	11	12
TBS News	20	20	23	22	22
TV Asahi News	11	37	33	15	10
Weekly Bunshun	23	33	13	16	14
Yahoo! News	32	11	12	11	12
Japan	16	29	31	16	14
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
Asahi Shimbun	3	11	13	5	10	9
Mainichi Shimbun	6	8	7	5	6	3
Nikkei	4	8	5	7	6	5
Nippon TV News	11	19	5	4	5	4
TBS News	10	15	7	8	4	3
TV Asahi News	11	16	5	6	5	5
Weekly Bunshun	3	5	5	6	5	4
Yahoo! News	3	5	8	8	14	6
Japan	9	16	7	6	6	5
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
Asahi Shimbun	12	3	4	1	2	2	1	2
Mainichi Shimbun	13	4	8	1	2	3	1	4
Nikkei	6	6	6	1	3	3	2	3
Nippon TV News	7	9	5	1	3	4	1	2
TBS News	7	4	9	1	8	3	1	3
TV Asahi News	12	15	5	1	8	7	4	2
Weekly Bunshun	58	41	8	1	3	3	2	3
Yahoo! News	19	22	13	1	8	4	1	2
Japan	13	11	6	1	6	5	2	2
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
Asahi Shimbun	39	71	4	27
Mainichi Shimbun	27	94	4	19
Nikkei	72	-	-	-
Nippon TV News	113	36	4	9
TBS News	107	16	4	11
TV Asahi News	119	15	3	9
Weekly Bunshun	51	90	4	32
Yahoo! News	39	95	4	66
Japan	95	38	3	14
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
Asahi Shimbun	34	29	11	7
Mainichi Shimbun	27	37	13	6
Nikkei	32	33	14	6
Nippon TV News	31	37	16	7
TBS News	22	37	17	10
TV Asahi News	32	33	14	10
Weekly Bunshun	39	32	13	5
Yahoo! News	31	35	12	6
Japan	31	34	14	7
Overall	34	34	14	7

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