United Kingdom

We collected data from 14 news outlets on TikTok, Instagram and YouTube Shorts:
7 Print , 4 Private broadcaster , 2 Public broadcaster , 1 Digital .

Overall, these outlets published 4551 posts.

The median outlet published 4.4 TikToks, 3.3 Instagram reels, and 0.6 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	14	3173	100	70
Instagram	9	950	64	21
YouTube Shorts	8	428	57	9

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
BBC News	677	419	147	111	47
Channel 4 News	575	300	275	-	70
Daily Mail/ MailOnline	2	2	-	-	-
Daily Mirror	117	116	-	1	-
Daily Telegraph	201	77	101	23	28
Financial Times	95	48	43	4	68
GB News	446	446	-	-	-
Guardian	75	40	22	13	15
Independent	352	155	143	54	50
ITV News	416	416	-	-	-
Sky News	986	609	170	207	38
Sun	485	470	-	15	-
TalkTV	21	8	13	-	-
The Times	103	67	36	-	15
United Kingdom	4551	3173	950	428	50

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
BBC News	21	27	35	14	23
Channel 4 News	65	17	24	31	25
Daily Mirror	19	30	10	13	15
Daily Telegraph	23	21	23	11	12
Financial Times	68	16	11	35	17
GB News	58	23	8	33	27
Guardian	34	15	31	15	16
Independent	52	17	23	21	12
ITV News	22	17	27	17	15
Sky News	38	31	33	17	13
Sun	5	16	11	9	10
The Times	23	21	11	15	12
United Kingdom	37	23	25	21	17
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
BBC News	7	6	11	8	5	5
Channel 4 News	3	6	6	5	3	4
Daily Mirror	4	5	5	12	5	4
Daily Telegraph	4	5	5	9	6	4
Financial Times	4	6	7	7	6	4
GB News	6	5	6	6	12	5
Guardian	6	5	5	9	9	4
Independent	7	6	6	7	5	9
ITV News	14	6	5	9	5	4
Sky News	3	5	8	5	4	5
Sun	3	5	4	12	13	5
The Times	4	5	7	9	6	4
United Kingdom	6	5	6	8	6	5
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
BBC News	15	10	8	1	2	4	2	1
Channel 4 News	6	3	3	1	2	2	1	2
Daily Mirror	19	10	5	1	3	3	2	3
Daily Telegraph	5	11	6	1	6	3	2	3
Financial Times	14	6	6	1	3	3	2	3
GB News	5	13	5	1	2	2	1	2
Guardian	5	6	6	1	3	3	2	3
Independent	4	11	7	1	3	2	4	2
ITV News	7	7	5	1	3	2	1	2
Sky News	7	16	4	1	1	5	1	1
Sun	54	61	12	2	2	2	6	2
The Times	5	27	6	1	3	3	2	3
United Kingdom	13	17	5	1	2	3	2	1
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
BBC News	50	92	4	27
Channel 4 News	64	43	4	9
Daily Mirror	40	90	4	17
Daily Telegraph	51	90	4	17
Financial Times	89	-	-	-
GB News	88	64	4	11
Guardian	113	-	-	-
Independent	44	78	4	27
ITV News	77	76	4	23
Sky News	80	85	5	3
Sun	57	84	4	9
The Times	43	91	4	27
United Kingdom	68	86	4	20
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
BBC News	42	32	15	12
Channel 4 News	28	38	16	6
Daily Mirror	29	34	12	6
Daily Telegraph	28	37	13	8
Financial Times	30	34	13	5
GB News	28	37	16	7
Guardian	29	39	15	4
Independent	29	40	20	6
ITV News	32	33	15	7
Sky News	31	37	19	9
Sun	37	29	12	7
The Times	31	33	12	5
United Kingdom	32	36	16	7
Overall	34	34	14	7

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