Australia's media landscape is characterized by a stark division between well-funded public broadcasters and highly concentrated private ownership. The public sector is anchored by the Australian Broadcasting Corporation (ABC) and Special Broadcasting Service (SBS), which provide comprehensive television, radio, and digital services nationwide with editorial independence enshrined in legislation. In contrast, private media ownership represents one of the world's most concentrated markets, with News Corp Australia controlling 64.2% of metropolitan newspaper circulation and Nine Entertainment holding 26.4%. The 2018 merger between Nine Entertainment and Fairfax Media further consolidated this dominance, creating a duopoly that extends across television, print, radio, and digital platforms while significantly reducing content diversity and independent voices.
The regulatory framework governing Australia's media operates through multiple bodies with distinct but overlapping jurisdictions. The Australian Communications and Media Authority (ACMA) serves as the primary broadcasting regulator for television and radio, enforcing content standards and managing licensing under the Broadcasting Services Act 1992. The Australian Press Council functions as a self-regulatory body for print media, handling public complaints and maintaining press freedom principles. However, regulatory effectiveness has been challenged by rapid digital transformation and the 2007 relaxation of cross-media ownership laws, which removed restrictions against single-company control across different media formats and enabled the current high concentration levels that have contributed to Australia's declining press freedom ranking from 19th to 39th globally between 2018 and 2022.
Digital transformation has fundamentally reshaped Australian media consumption patterns and industry dynamics. With 97.1% internet penetration and 20.9 million social media users representing 77.9% of the population, Australians now spend an average of 10 hours daily consuming electronic media across multiple platforms simultaneously. Social media has emerged as a primary news source for 25% of the population, with Instagram and TikTok leading among younger demographics, while traditional media outlets struggle with declining audiences and advertising revenues captured by Google and Meta's 70% share of digital advertising. This shift has accelerated the closure of regional newspapers and local news services, creating "news deserts" and prompting calls for public interest journalism levies on tech platforms to support traditional media's survival in an increasingly AI-driven information ecosystem. Explore detailed coverage across metropolitan and regional markets.
Leading Television Channels
Australia's national television networks operate through a combination of metropolitan and regional broadcasting affiliates, with programming strategies varying by market size and demographic composition. The five major metropolitan markets—Sydney, Melbourne, Brisbane, Adelaide, and Perth—drive national ratings and advertising revenue, while regional affiliates maintain distinct local programming and news coverage tailored to community needs. For market-specific television coverage and local station information, visit metro and regional market pages.
Seven Network
Seven is currently Australia's most watched television and streaming network, reaching 17.2 million people monthly. Its content is led by flagship news programs like 7NEWS and Sunrise, major sporting events (AFL, BBL cricket, Super Bowl), popular reality shows (Farmer Wants A Wife, Australian Idol, Dancing With The Stars), and a robust digital offering through 7plus, which has seen substantial growth in streaming viewership.
Nine Network
Nine has claimed the #1 spot in key primetime and demographic segments for the first half of 2025. Its portfolio includes 9News, competitive reality formats, drama series, and prime sporting events. Nine’s digital platform, 9Now, is a leader in streaming amongst commercial broadcasters, capturing significant BVOD market share.
Network 10
Network 10 has experienced dramatic streaming growth and is celebrated for its comedy lineup (Have You Been Paying Attention?, The Cheap Seats, Sam Pang Tonight), reality formats (Gogglebox, Survivor, MasterChef Australia), and sports coverage, including the CommBank Matildas and Subway Socceroos. Its programming appeals to broad family audiences.
ABC
The Australian Broadcasting Corporation is the nation’s public broadcaster, renowned for impartial news, current affairs, local drama, documentaries, and arts content. ABC also produces educational and children’s programming, notably through ABC Kids and iview. Its commitment to Australian stories and public service sets it apart.
SBS
The Special Broadcasting Service specializes in multicultural and multilingual programming, including international news, documentaries, sport (especially football), and world movies. SBS positions itself as Australia’s gateway to global perspectives, with distinctive focus on diversity and inclusion.
7mate
7mate is Seven Network’s multi-channel targeting male audiences with action series, reality competitions, adventure sports, and motorsports. Its lineup features live sport, classic comedies, and gaming culture.
9Gem
9Gem is Nine’s general entertainment multi-channel, offering classic movies, British dramas, crime series, and expanded sports coverage, including cricket and tennis tournaments.
10 Bold
10 Bold caters to mature audiences with classic drama, crime procedurals, nostalgia-driven series, and daytime entertainment repeats from the Network 10 catalog.
ABC ME
ABC ME is the public broadcaster’s dedicated channel for school-aged children and teens, featuring age-appropriate dramas, animations, educational content, and interactive experiences.
7TWO
7TWO targets older and family viewers with British detective series, lifestyle shows, home improvement, reality formats, and retro programming from the Seven Network archive.
Major Radio Broadcasting Networks
Gold 104.3 (Melbourne): Gold 104.3 is Melbourne’s top-rated FM station, specializing in classic hits from the '70s, '80s, and '90s. It’s known for upbeat music, personality-driven breakfast shows, and nostalgic formats that appeal to a broad, adult audience.
Smooth FM 95.3 (Sydney): Smooth FM 95.3 leads in Sydney with a mix of easy-listening classics, mellow contemporary hits, and a feel-good, relaxing format. The channel boasts high-profile presenters and dedicates programming to smooth, uninterrupted listening often favored during work or leisure.
Nova 100 (Melbourne): Nova 100 is among Australia’s most-listened-to stations, focusing on current hits, pop culture, and lively breakfast and drive-time programs. Its dynamic hosts foster a youthful, energetic atmosphere appealing to a younger demographic.
2GB (Sydney): 2GB is Sydney’s leading talk radio station, featuring news, interviews, sport, and commentary. It caters to an audience seeking informed discussion and in-depth news coverage, particularly through its highly-rated breakfast and drive segments.
Triple M (Brisbane): Triple M Brisbane champions rock, sport, and local comedy across its schedule. The station’s “real music” approach, lively breakfast team, and strong community presence make it a favorite among adult rock enthusiasts.
Mix 102.3 (Adelaide): Mix 102.3 dominates Adelaide’s FM market with a mix of contemporary adult hits, fun morning teams, and community-centric promotions. The station is popular for blending music and lifestyle content tailored to local listeners.
96FM (Perth): 96FM is Perth’s leading station for classic hits, blending old favorites with light rock and feel-good playlists. It has a prominent breakfast program and retains strong loyalty among mature listeners.
NOVA 93.7 (Perth): NOVA 93.7 offers a youthful, energetic mix of pop hits, entertaining personalities, and vibrant morning shows. Its modern playlist and local engagement have recently propelled it to the number one spot in Perth.
KIIS 1065 (Sydney): KIIS 1065 is renowned for high-profile entertainment, chart-topping music, and pop-culture programming. Its flagship breakfast show, featuring well-known hosts, delivers humor, interviews, and viral moments tailored to a metropolitan audience.
Triple M (Newcastle): Triple M Newcastle leads the regional market with a focus on classic rock, sports coverage, and local news. Its breakfast and drive shows are popular for their genuine engagement with community issues and audience interaction.
Media Consumption Patterns & Audience Behavior
Penetration Rates & Media Preferences
Internet penetration: 97.1% of Australians are online, making Australia one of the most connected digital markets in APAC. Mobile usage and urbanisation are also high, with 86.8% living in urban areas and 34.4 million mobile connections reported (population 26.8 million).
Social media: 77.9% of Australians are active on social media in 2025, maintaining steady year-on-year growth.
Platform preferences: Facebook, YouTube, and Instagram are most popular overall. Among Gen Z, Instagram (40%) and TikTok (36%) are leading for news; YouTube is projected to surpass Facebook in total Australian users by 2025.
Generational social media usage (2024):
Gen Z: 10 hours 5 minutes/week
Millennials: 7 hours 45 minutes
Gen X: 6 hours 5 minutes
Boomers: 4 hours 30 minutes
Matures: 2 hours 40 minutes
A 2025 law will ban most social media for under-16s (except YouTube) starting late 2025.
Television: Remains the most popular source of news overall, but news access via social media has overtaken traditional online news for the first time in 2025.
Print media and radio: While not directly quantified in recent data, overall trends show continued decline in usage, with younger demographics sharply preferring digital and social channels.
Advertising Spend
Social media advertising: Accounted for ~US$3.8 billion (AU$6 billion) in 2023, projected to reach US$4.73 billion (AU$7.5 billion) in 2025. Expected to grow 7.74% annually post-2025, exceeding US$6 billion (AU$9.1 billion) by 2030.
Key platform investment: Advertisers are increasingly prioritising social media—especially YouTube, Instagram, and Facebook—due to generational usage patterns and potential reach, with brands shifting budgets to platforms with highest engagement.
Comparative insight: Digital and social channels dominate new ad spend growth, outpacing legacy media (TV, print, radio), which generally sees stagnant or declining investment.
Viewing Preferences: Live vs On-Demand
On-demand dominance: Watching videos (including YouTube and SVOD) is the top digital entertainment activity, with Australians viewing an average of over 22 hours per week at home in 2024.
Demographic trends: Younger Australians (especially Gen Z and Millennials) are more likely to consume on-demand content via social video, short-form formats, and streaming platforms. Live television and traditional appointment viewing are more typical among older demographics.
News consumption patterns:
One in four Australians now cite social media as their main news source, with younger users gravitating toward Instagram, TikTok, and YouTube. Live TV retains relevance mainly for news, sports, and major events, but its reach is shifting older.
Personalised and AI-generated news content is of growing interest, with 29% expressing interest in AI news summaries.
Significant Patterns & Trends
Social media is overtaking traditional channels for news and entertainment, particularly among younger demographics.
Short-form video and algorithmic feeds drive consumption, with significant increases in time spent on Instagram, TikTok, and YouTube.
News avoidance: Overall avoidance remains high at 69%, especially among women, regional populations, and under 35s.
Misinformation concerns: Nearly three-quarters (74%) worry about misinformation, particularly on Facebook and TikTok.
Market Metrics & Industry Statistics
Trust Levels by Media Channel
Media overall: Only 37% of Australians report trusting media, making it the least trusted institution among business, government, NGOs, and media.
Social media: Public trust is at record lows, with high concern about misinformation. Platforms like Facebook and TikTok are widely perceived as major sources of misinformation risk.
Traditional media: Trust in outlets like television and radio is noteably higher than in social media.
Online news: Online news websites remain widely used, but have been overtaken by social media as the leading news source for younger demographics. Only a minority rate these sources as highly trustworthy.
Preferred Genres of Media Content
News: Remains a key content type, especially for TV and print audiences; among young people, news is more often consumed via social media platforms.
Entertainment: Genres such as drama, reality TV, and comedy have consistently high viewership, particularly among younger audiences.
Sports: Continues to be popular across all age groups, with major events drawing significant audiences on both traditional and digital platforms.
Lifestyle and factual content: These genres rank highly with older and female audiences, particularly in print and TV.
Year-over-Year Trends in Media Consumption
Rise of social media news: Around 25% of Australians now say social media is their main source of news, surpassing online news websites. Among 18-24-year-olds, Instagram (40%) and TikTok (36%) are the leading news platforms.
Declining traditional media consumption: TV, radio, and print continue to lose audience share, with younger demographics leading the shift toward digital and social channels.
Increasing use of AI and personalised formats: About 29% of Australians show interest in personalised AI news summaries and curated feeds.
Concerns over AI and misinformation: Journalists and audiences express high concern regarding the impact of generative AI on journalism and the prevalence of misinformation on digital platforms.
Media Consumption by Demographic
Age:
18-24: Prefer social media (Instagram, TikTok) as their main news sources.
25-54: Use a mix of online news sites and traditional media channels, but growing digital adoption is evident.
55 and older: Stronger reliance on traditional TV, radio, and print; less engagement with digital and social sources.
Gender: Women have experienced a growing fear of discrimination and slightly lower trust in media, influencing their content choices toward lifestyle and factual genres.
Region: Urban residents more readily adopt digital channels, while rural audiences display a slower transition from traditional to online platforms. Australia's five metropolitan markets (Sydney, Melbourne, Brisbane, Adelaide, Perth) demonstrate significantly higher digital media adoption and streaming penetration compared to regional areas, where traditional broadcast television and community radio maintain stronger audience retention. For detailed market-specific consumption patterns and demographic analysis, see metropolitan and regional market breakdowns.
Socioeconomic status: Higher-income groups are more likely to express grievances about media and are also more engaged with digital news sources and AI-driven content formats.
Summary Table: Media Trust and Consumption Patterns
Demographic Group
Main News Source
Trust in Media
Preferred Genres
18-24
Social media (Instagram, TikTok)
Low
News, entertainment, sports (online formats)
25-54
Online news, traditional media
Modest to low
Mixed: news, sports, entertainment
55+
TV, radio, print
Moderate
News, lifestyle, factual content
Higher income
Online news, AI-curated feeds
Low (critical of misinformation)
News, business, technology
Urban
Digital, social media
Low
Diverse (strong adoption of new formats)
Rural
Traditional media
Moderate
News, local content
Media Trust & Consumer Preferences
TV Viewing Hours
The average American spent over 4 hours per day (28.07 hours/week) with television in all its forms (live, digital, streaming, OTT) in 2024; viewing times are expected to decrease slightly in 2025 as media usage growth stalls.
56% of Americans report watching three or more hours of TV per day in 2025, down from 61% in 2024; the decline is more pronounced among younger demographics, with 52% of under-30s meeting this threshold versus 66% of adults aged 50-67.
Live TV viewership is declining: 28% of consumers say they don’t watch live TV daily, a trend led by younger audiences (41% of under-30s watch no live TV).
Radio Listening
Traditional radio time is decreasing as digital audio platforms gain ground.
Radio remains more resilient in rural areas and among older adults, while streaming music and podcasts outpace radio usage in urban and younger demographics (inferred from fragmentation trends).
Time spent on all audio media—including radio—contributes significantly to daily media hours, but exact time for radio alone is declining year-over-year.
Podcast Trends
Podcasts are rising in popularity, especially among younger listeners and urban populations.
Podcasters and AI-driven audio content are emerging as major media sources, attracting 18–34-year-olds and more urban-dwelling consumers.
Demographic insights: highest podcast usage among 18-44 age group; urban audiences show more engagement than rural ones (inferred from digital adoption trends).
Device Usage
Smartphones and connected TVs (CTV) are the preferred devices for streaming video and digital media.
Urban consumers favor mobile devices and streaming platforms; rural users rely more on traditional TV and radio.
Streaming via smart TVs accounts for as much as 40% of total TV time in the US, indicating a substantial shift toward digital delivery on larger screens.
Urban vs Rural Differences
Urban areas:
Higher engagement with digital media, social platforms, streaming video and podcasts.
Smartphones and smart TVs are the dominant devices.
Rural areas:
Traditional TV and radio remain more important.
Slower adoption of podcasts and digital platforms.
Key Insights
Media fragmentation is increasing, with generational and urban/rural divides in channel and device preference.
Traditional TV still commands the largest share of media consumption but is declining, especially among younger and urban populations.
Podcasts and streaming platforms continue accelerating, particularly with younger, urban, and more technologically engaged audiences.
