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 Therefore, please do not cite the verbal summary, but refer to the figures and tables for accurate information.
Demographics
Gender proportions
The analysis of short video posts from news outlets revealed that, on average, women constituted 34% of visible individuals in these posts. We observed variations across platforms and outlet types. Looking at platforms, YouTube Shorts featured the lowest proportion of visible women at 29%, which was significantly lower than Instagram’s 34%. TikTok had a slightly higher share at 36%, but this difference from Instagram was not statistically significant. When examining outlet types, public broadcasters and digital outlets showed slightly higher proportions of visible women, at approximately 37% and 36% respectively, while private broadcasters and print outlets were lower, around 32% and 33%. Specifically, private broadcasters displayed a significantly smaller share of visible women compared to digital outlets. Furthermore, we saw substantial variability across countries, with the share of visible women ranging from a low of 24% in South Korea to a high of 46% in Norway.
Contrasts
| outlet_type |
Print - Digital |
-0.03 |
0.13 |
-0.08 |
0.01 |
| outlet_type |
Private broadcaster - Digital |
-0.05 |
0.02 |
-0.09 |
-0.01 |
| outlet_type |
Public broadcaster - Digital |
-0.01 |
0.81 |
-0.06 |
0.05 |
| platform |
TikTok - Instagram |
0.01 |
0.56 |
-0.02 |
0.03 |
| platform |
YouTube Shorts - Instagram |
-0.04 |
0.00 |
-0.08 |
-0.01 |
Predictions by outlet type
| Digital |
0.36 |
0 |
0.32 |
0.40 |
| Print |
0.33 |
0 |
0.30 |
0.36 |
| Private broadcaster |
0.32 |
0 |
0.30 |
0.34 |
| Public broadcaster |
0.37 |
0 |
0.33 |
0.41 |
Predictions by country
| Argentina |
0.32 |
0 |
0.30 |
0.34 |
Latin America |
| Australia |
0.33 |
0 |
0.32 |
0.35 |
Asia-Pacific |
| Austria |
0.36 |
0 |
0.34 |
0.38 |
Western Europe |
| Belgium |
0.32 |
0 |
0.30 |
0.34 |
Western Europe |
| Brazil |
0.33 |
0 |
0.32 |
0.35 |
Latin America |
| Bulgaria |
0.33 |
0 |
0.31 |
0.34 |
Eastern Europe |
| Canada |
0.35 |
0 |
0.33 |
0.37 |
North America |
| Chile |
0.35 |
0 |
0.33 |
0.37 |
Latin America |
| Colombia |
0.31 |
0 |
0.30 |
0.33 |
Latin America |
| Croatia |
0.38 |
0 |
0.36 |
0.40 |
Southern Europe |
| Czech Republic |
0.32 |
0 |
0.30 |
0.34 |
Eastern Europe |
| Denmark |
0.37 |
0 |
0.35 |
0.39 |
Northern Europe |
| Finland |
0.41 |
0 |
0.39 |
0.43 |
Northern Europe |
| France |
0.31 |
0 |
0.29 |
0.32 |
Western Europe |
| Germany |
0.36 |
0 |
0.34 |
0.37 |
Western Europe |
| Greece |
0.37 |
0 |
0.36 |
0.39 |
Southern Europe |
| Hungary |
0.27 |
0 |
0.25 |
0.28 |
Eastern Europe |
| India |
0.28 |
0 |
0.27 |
0.30 |
Asia-Pacific |
| Indonesia |
0.32 |
0 |
0.30 |
0.33 |
Asia-Pacific |
| Ireland |
0.34 |
0 |
0.33 |
0.36 |
Northern Europe |
| Italy |
0.32 |
0 |
0.30 |
0.34 |
Southern Europe |
| Japan |
0.31 |
0 |
0.29 |
0.32 |
Asia-Pacific |
| Kenya |
0.34 |
0 |
0.32 |
0.36 |
Africa |
| Malaysia |
0.29 |
0 |
0.27 |
0.31 |
Asia-Pacific |
| Mexico |
0.32 |
0 |
0.31 |
0.34 |
Latin America |
| Morocco |
0.30 |
0 |
0.29 |
0.32 |
Africa |
| Netherlands |
0.35 |
0 |
0.33 |
0.37 |
Western Europe |
| Nigeria |
0.34 |
0 |
0.32 |
0.35 |
Africa |
| Norway |
0.46 |
0 |
0.44 |
0.48 |
Northern Europe |
| Peru |
0.32 |
0 |
0.30 |
0.33 |
Latin America |
| Philippines |
0.39 |
0 |
0.37 |
0.40 |
Asia-Pacific |
| Poland |
0.27 |
0 |
0.26 |
0.29 |
Eastern Europe |
| Portugal |
0.38 |
0 |
0.36 |
0.40 |
Southern Europe |
| Romania |
0.42 |
0 |
0.40 |
0.44 |
Eastern Europe |
| Singapore |
0.32 |
0 |
0.31 |
0.34 |
Asia-Pacific |
| Slovakia |
0.38 |
0 |
0.36 |
0.40 |
Eastern Europe |
| South Africa |
0.33 |
0 |
0.31 |
0.35 |
Africa |
| South Korea |
0.24 |
0 |
0.23 |
0.26 |
Asia-Pacific |
| Spain |
0.33 |
0 |
0.31 |
0.35 |
Southern Europe |
| Sweden |
0.42 |
0 |
0.40 |
0.44 |
Northern Europe |
| Switzerland |
0.37 |
0 |
0.35 |
0.38 |
Western Europe |
| Taiwan |
0.30 |
0 |
0.28 |
0.32 |
Asia-Pacific |
| Thailand |
0.34 |
0 |
0.32 |
0.35 |
Asia-Pacific |
| Turkey |
0.28 |
0 |
0.27 |
0.30 |
Southern Europe |
| United Kingdom |
0.32 |
0 |
0.31 |
0.34 |
Northern Europe |
| United States |
0.34 |
0 |
0.32 |
0.36 |
North America |
Average person age
The analysis of short video posts from news outlets across various platforms revealed that the average age of persons featured was approximately 34 years. We observed some significant differences across platforms, with YouTube Shorts featuring slightly older individuals, at an average age of 35.1 years, which was about one year older than those on Instagram (34.1 years). TikTok content featured individuals with an average age of 33.4 years, which was not significantly different from Instagram. Differences in the average age of featured individuals across different outlet types—digital, print, private broadcaster, and public broadcaster—were small and not statistically significant. However, a broader range of ages was apparent when examining country-specific results; for instance, individuals featured in news videos from Sweden (29.5 years) and Norway (30.0 years) were notably younger on average, while those from Poland (38.3 years) and Hungary (37.5 years) were considerably older.
Contrasts
| outlet_type |
Print - Digital |
0.76 |
0.23 |
-0.47 |
1.99 |
| outlet_type |
Private broadcaster - Digital |
0.94 |
0.13 |
-0.27 |
2.15 |
| outlet_type |
Public broadcaster - Digital |
1.30 |
0.09 |
-0.22 |
2.82 |
| platform |
TikTok - Instagram |
-0.49 |
0.07 |
-1.01 |
0.03 |
| platform |
YouTube Shorts - Instagram |
0.92 |
0.01 |
0.25 |
1.58 |
Predictions by outlet type
| Digital |
33.16 |
0 |
32.05 |
34.28 |
| Print |
33.73 |
0 |
32.87 |
34.59 |
| Private broadcaster |
34.41 |
0 |
33.58 |
35.25 |
| Public broadcaster |
33.91 |
0 |
32.67 |
35.15 |
Predictions by country
| Argentina |
34.34 |
0 |
33.70 |
34.98 |
Latin America |
| Australia |
34.48 |
0 |
33.84 |
35.12 |
Asia-Pacific |
| Austria |
32.47 |
0 |
31.83 |
33.10 |
Western Europe |
| Belgium |
34.32 |
0 |
33.68 |
34.96 |
Western Europe |
| Brazil |
33.46 |
0 |
32.82 |
34.10 |
Latin America |
| Bulgaria |
35.87 |
0 |
35.23 |
36.51 |
Eastern Europe |
| Canada |
35.88 |
0 |
35.24 |
36.52 |
North America |
| Chile |
35.94 |
0 |
35.30 |
36.58 |
Latin America |
| Colombia |
33.94 |
0 |
33.30 |
34.58 |
Latin America |
| Croatia |
33.82 |
0 |
33.18 |
34.46 |
Southern Europe |
| Czech Republic |
34.34 |
0 |
33.70 |
34.98 |
Eastern Europe |
| Denmark |
35.05 |
0 |
34.41 |
35.69 |
Northern Europe |
| Finland |
31.61 |
0 |
30.97 |
32.25 |
Northern Europe |
| France |
34.79 |
0 |
34.15 |
35.43 |
Western Europe |
| Germany |
34.47 |
0 |
33.83 |
35.11 |
Western Europe |
| Greece |
34.16 |
0 |
33.52 |
34.80 |
Southern Europe |
| Hungary |
37.46 |
0 |
36.82 |
38.10 |
Eastern Europe |
| India |
36.99 |
0 |
36.36 |
37.63 |
Asia-Pacific |
| Indonesia |
31.52 |
0 |
30.88 |
32.16 |
Asia-Pacific |
| Ireland |
34.76 |
0 |
34.12 |
35.40 |
Northern Europe |
| Italy |
35.12 |
0 |
34.48 |
35.76 |
Southern Europe |
| Japan |
34.00 |
0 |
33.36 |
34.64 |
Asia-Pacific |
| Kenya |
31.03 |
0 |
30.39 |
31.67 |
Africa |
| Malaysia |
32.87 |
0 |
32.23 |
33.51 |
Asia-Pacific |
| Mexico |
35.98 |
0 |
35.34 |
36.61 |
Latin America |
| Morocco |
34.70 |
0 |
34.06 |
35.34 |
Africa |
| Netherlands |
33.44 |
0 |
32.80 |
34.08 |
Western Europe |
| Nigeria |
33.63 |
0 |
32.99 |
34.27 |
Africa |
| Norway |
29.99 |
0 |
29.36 |
30.63 |
Northern Europe |
| Peru |
35.72 |
0 |
35.08 |
36.36 |
Latin America |
| Philippines |
30.70 |
0 |
30.06 |
31.34 |
Asia-Pacific |
| Poland |
38.25 |
0 |
37.61 |
38.89 |
Eastern Europe |
| Portugal |
34.98 |
0 |
34.34 |
35.62 |
Southern Europe |
| Romania |
31.34 |
0 |
30.70 |
31.98 |
Eastern Europe |
| Singapore |
33.08 |
0 |
32.44 |
33.72 |
Asia-Pacific |
| Slovakia |
33.06 |
0 |
32.42 |
33.70 |
Eastern Europe |
| South Africa |
32.36 |
0 |
31.72 |
33.00 |
Africa |
| South Korea |
34.96 |
0 |
34.32 |
35.60 |
Asia-Pacific |
| Spain |
35.50 |
0 |
34.87 |
36.14 |
Southern Europe |
| Sweden |
29.53 |
0 |
28.89 |
30.17 |
Northern Europe |
| Switzerland |
31.52 |
0 |
30.88 |
32.16 |
Western Europe |
| Taiwan |
32.68 |
0 |
32.05 |
33.32 |
Asia-Pacific |
| Thailand |
31.16 |
0 |
30.52 |
31.80 |
Asia-Pacific |
| Turkey |
37.06 |
0 |
36.42 |
37.70 |
Southern Europe |
| United Kingdom |
35.61 |
0 |
34.98 |
36.25 |
Northern Europe |
| United States |
33.47 |
0 |
32.84 |
34.11 |
North America |
Age diversity
The analysis of news outlets’ short video posts revealed an average age diversity (measured by the interquartile range of visible people’s ages) of 13.8. Differences across platforms were small and not statistically significant, with Instagram posts showing an age diversity of 14.1, TikTok at 13.4, and YouTube Shorts at 13.9. However, we observed notable differences based on outlet type; private broadcasters exhibited significantly higher age diversity at 14.2 compared to digital-only outlets, which showed 12.7. Public broadcasters (14.3) and print outlets (13.7) displayed similar age diversity to private broadcasters. Age diversity also varied considerably by country, ranging from a low of 11.4 in the Philippines to a high of 16.3 in Poland.
Contrasts
| outlet_type |
Print - Digital |
1.32 |
0.08 |
-0.16 |
2.80 |
| outlet_type |
Private broadcaster - Digital |
1.76 |
0.02 |
0.27 |
3.25 |
| outlet_type |
Public broadcaster - Digital |
1.74 |
0.07 |
-0.14 |
3.63 |
| platform |
TikTok - Instagram |
-0.77 |
0.12 |
-1.74 |
0.19 |
| platform |
YouTube Shorts - Instagram |
-0.40 |
0.46 |
-1.48 |
0.67 |
Predictions by outlet type
| Digital |
12.68 |
0 |
11.40 |
13.95 |
| Print |
13.74 |
0 |
12.77 |
14.70 |
| Private broadcaster |
14.22 |
0 |
13.23 |
15.21 |
| Public broadcaster |
14.30 |
0 |
12.78 |
15.82 |
Predictions by country
| Argentina |
13.83 |
0 |
13.16 |
14.49 |
Latin America |
| Australia |
15.57 |
0 |
14.90 |
16.23 |
Asia-Pacific |
| Austria |
13.17 |
0 |
12.51 |
13.84 |
Western Europe |
| Belgium |
12.08 |
0 |
11.42 |
12.75 |
Western Europe |
| Brazil |
13.96 |
0 |
13.30 |
14.63 |
Latin America |
| Bulgaria |
15.79 |
0 |
15.13 |
16.46 |
Eastern Europe |
| Canada |
15.71 |
0 |
15.05 |
16.38 |
North America |
| Chile |
15.79 |
0 |
15.12 |
16.45 |
Latin America |
| Colombia |
12.09 |
0 |
11.42 |
12.75 |
Latin America |
| Croatia |
15.27 |
0 |
14.60 |
15.93 |
Southern Europe |
| Czech Republic |
14.94 |
0 |
14.28 |
15.61 |
Eastern Europe |
| Denmark |
14.25 |
0 |
13.58 |
14.91 |
Northern Europe |
| Finland |
13.67 |
0 |
13.00 |
14.33 |
Northern Europe |
| France |
14.81 |
0 |
14.14 |
15.47 |
Western Europe |
| Germany |
14.79 |
0 |
14.12 |
15.45 |
Western Europe |
| Greece |
13.22 |
0 |
12.55 |
13.88 |
Southern Europe |
| Hungary |
16.17 |
0 |
15.50 |
16.83 |
Eastern Europe |
| India |
15.73 |
0 |
15.06 |
16.39 |
Asia-Pacific |
| Indonesia |
11.55 |
0 |
10.88 |
12.21 |
Asia-Pacific |
| Ireland |
14.52 |
0 |
13.85 |
15.18 |
Northern Europe |
| Italy |
14.82 |
0 |
14.15 |
15.48 |
Southern Europe |
| Japan |
13.78 |
0 |
13.12 |
14.45 |
Asia-Pacific |
| Kenya |
12.11 |
0 |
11.44 |
12.77 |
Africa |
| Malaysia |
12.09 |
0 |
11.42 |
12.75 |
Asia-Pacific |
| Mexico |
14.81 |
0 |
14.14 |
15.48 |
Latin America |
| Morocco |
13.30 |
0 |
12.63 |
13.97 |
Africa |
| Netherlands |
13.30 |
0 |
12.63 |
13.96 |
Western Europe |
| Nigeria |
12.93 |
0 |
12.26 |
13.59 |
Africa |
| Norway |
11.79 |
0 |
11.12 |
12.45 |
Northern Europe |
| Peru |
13.14 |
0 |
12.47 |
13.80 |
Latin America |
| Philippines |
11.35 |
0 |
10.68 |
12.01 |
Asia-Pacific |
| Poland |
16.31 |
0 |
15.64 |
16.97 |
Eastern Europe |
| Portugal |
15.30 |
0 |
14.64 |
15.97 |
Southern Europe |
| Romania |
11.70 |
0 |
11.04 |
12.37 |
Eastern Europe |
| Singapore |
15.68 |
0 |
15.01 |
16.34 |
Asia-Pacific |
| Slovakia |
13.54 |
0 |
12.87 |
14.20 |
Eastern Europe |
| South Africa |
12.13 |
0 |
11.46 |
12.79 |
Africa |
| South Korea |
13.67 |
0 |
13.00 |
14.33 |
Asia-Pacific |
| Spain |
14.12 |
0 |
13.45 |
14.78 |
Southern Europe |
| Sweden |
11.96 |
0 |
11.29 |
12.62 |
Northern Europe |
| Switzerland |
12.03 |
0 |
11.36 |
12.69 |
Western Europe |
| Taiwan |
13.25 |
0 |
12.59 |
13.92 |
Asia-Pacific |
| Thailand |
12.75 |
0 |
12.08 |
13.41 |
Asia-Pacific |
| Turkey |
12.42 |
0 |
11.75 |
13.08 |
Southern Europe |
| United Kingdom |
16.11 |
0 |
15.44 |
16.77 |
Northern Europe |
| United States |
13.89 |
0 |
13.23 |
14.56 |
North America |
Content
For topical diversity, we estimated the effective number of topics per outlet-platform combination, based on our automatic topic classification with 19 news categories.
Topic diversity
We observed an average topic diversity of 6.6 across news outlets’ short video posts. Platform-wise, YouTube Shorts displayed considerably lower topic diversity, averaging 5.5 topics, compared to both TikTok (6.9) and Instagram (7.1); Instagram showed a slightly higher diversity than TikTok, but this difference was smaller. Regarding outlet type, private broadcasters (averaging 7.2 topics) and public broadcasters (averaging 7.4 topics) exhibited significantly greater topic diversity than digital outlets (6.1) and print outlets (6.0); however, differences between digital and print, and private and public broadcasters, were small and not statistically significant. We also noted substantial variation across countries, with Singapore leading with 8.2 topics of diversity, while Turkey had the lowest at 5.0 topics.
Contrasts
| outlet_type |
Print - Digital |
-0.18 |
0.57 |
-0.82 |
0.45 |
| outlet_type |
Private broadcaster - Digital |
1.22 |
0.00 |
0.58 |
1.87 |
| outlet_type |
Public broadcaster - Digital |
0.63 |
0.14 |
-0.20 |
1.45 |
| platform |
Instagram - TikTok |
0.35 |
0.04 |
0.01 |
0.69 |
| platform |
YouTube Shorts - TikTok |
-1.54 |
0.00 |
-1.92 |
-1.17 |
Predictions by outlet type
| Digital |
6.14 |
0 |
5.59 |
6.69 |
| Print |
6.03 |
0 |
5.62 |
6.43 |
| Private broadcaster |
7.20 |
0 |
6.77 |
7.62 |
| Public broadcaster |
7.39 |
0 |
6.72 |
8.05 |
Predictions by country
| Argentina |
7.28 |
0 |
7.01 |
7.55 |
Latin America |
| Australia |
7.08 |
0 |
6.81 |
7.35 |
Asia-Pacific |
| Austria |
6.80 |
0 |
6.53 |
7.07 |
Western Europe |
| Belgium |
6.12 |
0 |
5.85 |
6.39 |
Western Europe |
| Brazil |
5.96 |
0 |
5.69 |
6.23 |
Latin America |
| Bulgaria |
6.50 |
0 |
6.23 |
6.77 |
Eastern Europe |
| Canada |
6.61 |
0 |
6.34 |
6.88 |
North America |
| Chile |
7.31 |
0 |
7.03 |
7.58 |
Latin America |
| Colombia |
6.73 |
0 |
6.46 |
7.00 |
Latin America |
| Croatia |
6.73 |
0 |
6.46 |
7.01 |
Southern Europe |
| Czech Republic |
7.62 |
0 |
7.35 |
7.90 |
Eastern Europe |
| Denmark |
6.82 |
0 |
6.55 |
7.09 |
Northern Europe |
| Finland |
7.98 |
0 |
7.71 |
8.25 |
Northern Europe |
| France |
7.12 |
0 |
6.85 |
7.39 |
Western Europe |
| Germany |
6.03 |
0 |
5.76 |
6.30 |
Western Europe |
| Greece |
6.03 |
0 |
5.76 |
6.30 |
Southern Europe |
| Hungary |
5.34 |
0 |
5.07 |
5.61 |
Eastern Europe |
| India |
7.04 |
0 |
6.77 |
7.31 |
Asia-Pacific |
| Indonesia |
6.30 |
0 |
6.03 |
6.57 |
Asia-Pacific |
| Ireland |
7.03 |
0 |
6.76 |
7.30 |
Northern Europe |
| Italy |
6.22 |
0 |
5.94 |
6.49 |
Southern Europe |
| Japan |
7.15 |
0 |
6.88 |
7.42 |
Asia-Pacific |
| Kenya |
7.33 |
0 |
7.06 |
7.60 |
Africa |
| Malaysia |
6.33 |
0 |
6.05 |
6.60 |
Asia-Pacific |
| Mexico |
6.54 |
0 |
6.27 |
6.81 |
Latin America |
| Morocco |
6.68 |
0 |
6.41 |
6.95 |
Africa |
| Netherlands |
6.05 |
0 |
5.78 |
6.32 |
Western Europe |
| Nigeria |
6.38 |
0 |
6.11 |
6.65 |
Africa |
| Norway |
7.57 |
0 |
7.30 |
7.84 |
Northern Europe |
| Peru |
6.63 |
0 |
6.36 |
6.90 |
Latin America |
| Philippines |
5.92 |
0 |
5.65 |
6.19 |
Asia-Pacific |
| Poland |
5.66 |
0 |
5.39 |
5.94 |
Eastern Europe |
| Portugal |
7.25 |
0 |
6.98 |
7.52 |
Southern Europe |
| Romania |
5.77 |
0 |
5.50 |
6.04 |
Eastern Europe |
| Singapore |
8.17 |
0 |
7.90 |
8.44 |
Asia-Pacific |
| Slovakia |
6.63 |
0 |
6.36 |
6.90 |
Eastern Europe |
| South Africa |
6.23 |
0 |
5.96 |
6.50 |
Africa |
| South Korea |
6.17 |
0 |
5.90 |
6.44 |
Asia-Pacific |
| Spain |
6.60 |
0 |
6.33 |
6.87 |
Southern Europe |
| Sweden |
7.39 |
0 |
7.12 |
7.66 |
Northern Europe |
| Switzerland |
7.66 |
0 |
7.39 |
7.93 |
Western Europe |
| Taiwan |
5.85 |
0 |
5.58 |
6.12 |
Asia-Pacific |
| Thailand |
7.15 |
0 |
6.88 |
7.42 |
Asia-Pacific |
| Turkey |
5.02 |
0 |
4.75 |
5.29 |
Southern Europe |
| United Kingdom |
7.00 |
0 |
6.73 |
7.27 |
Northern Europe |
| United States |
7.05 |
0 |
6.78 |
7.32 |
North America |
Measures
We measured demographic diversity using the FairFace classifier (Kärkkäinen and Joo 2019), which classifies apparent gender, age group and ethnicity.
Topic diversity was estimated by computing the effective number of topics, which accounts for number of topics coded per outlet and their frequency distribution, see Laakso and Taagepera (1979) for a similar measure.
