2022
9
UK Social Media: News Market Report 2022
2022-11-04T03:01:39+00:00
OX1100543
2195
157204
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“People expect social media platforms to take action to tackle misinformation. Most social media users think it is the responsibility of social media platforms to remove misinformation and to ban…

UK Social Media: News Market Report 2022

£ 2,195 (Excl.Tax)

Description

“People expect social media platforms to take action to tackle misinformation. Most social media users think it is the responsibility of social media platforms to remove misinformation and to ban those who repeatedly post fake news. Successfully identifying or removing misinformation is easier said than done though, and more platforms could look to utilise users in the role of moderators to help take on the issue.”

– Rebecca McGrath, Associate Director for Media and Technology

Key issues covered in this Report:

  • The impact of the cost of living crisis on social media.
  • Forthcoming regulation for social media platforms.
  • Use of social media platforms in the last 3 months.
  • News accounts followed on social media.
  • Interest in greater content moderation across social media platforms.
  • News habits on social media.
  • Attitudes towards news on social media, including misinformation.

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The outlook for news on social media
    • Now
    • Next
    • Future
    • The market
    • Economic slowdown impacts digital advertising market
    • The conflict in Ukraine puts more pressure on social media platforms
    • Online Safety Bill to make online platforms accountable for content
    • Forcing platforms to pay for news content
    • VR and AR developments will be a new tool for journalism
    • Brands and companies
    • Twitter’s Birdwatch utilises users as fact-checkers
    • LinkedIn adds more news editors as it expands its role as content creator
    • Meta changes Facebook newsfeed again to separate AI recommendations and content from friends
    • Pinterest bans climate misinformation which is set to take centre stage in misinformation debate
    • The consumer
    • Slow down for TikTok demonstrates why platforms shouldn’t be too eager to replicate the platform
      • Figure 1: Social media platforms use, 2020-22
      • Figure 2: Social media platforms use, 2020-22
    • Over one in five social media users follow a newspaper
      • Figure 3: News accounts followed on social media, 2022
    • People lack trust in the accuracy of information on social media
      • Figure 4: Major news events and social media, 2022
      • Figure 5: Major news events and social media, by users of each social media platform, 2022
    • Social media plays a crucial role in news discovery
      • Figure 6: News habits on social media, 2022
    • High interest in greater content moderation on Twitter content challenges Musk’s ideas
      • Figure 7: Stricter content moderation by social media platforms, 2022
      • Figure 8: Stricter content moderation by social media platforms, by users of each social media platform, 2022
    • Misinformation negatively impacts desire to use social media
      • Figure 9: Social media and misinformation, 2022
    • People demand action on misinformation
      • Figure 10: Social media responses to misinformation, 2022
    • Half of social media users feel platforms infringe free speech
      • Figure 11: Social media and free speech, 2022
  3. Issues and Insights

    • People expect action from social media platforms on misinformation
    • Twitter users’ desire for more content moderation throws cold water on absolutist free speech ideas
    • Social media experts and journalists becoming key news source for younger people
  4. Market Drivers

    • The outlook for news on social media
    • Now
    • Next
    • Future
    • Consumers’ financial wellbeing has fallen from the highs of 2021
      • Figure 12: Household financial wellbeing index, 2016-22
    • Economic slowdown impacts digital advertising market
    • The conflict in Ukraine puts more pressure on social media platforms
    • Major news stories can both engage and turn people away from social media
      • Figure 13: News and social media, 2022
    • VR and AR developments will be a new tool for journalism
  5. Regulatory and Legislative Changes

    • Online Safety Bill makes online platforms accountable for content
    • Forcing platforms to pay for news content
    • Meta ceases payments to news publishers in the US
    • Social media platforms sign up to voluntary anti-disinformation commitments in EU
  6. Market Segmentation

    • BBC News’ dominance is reflected across platforms
      • Figure 14: Facebook followers, top UK news brands, 2022
      • Figure 15: Twitter followers, top UK news brands, 2022
      • Figure 16: Instagram followers, top UK news brands, 2022
      • Figure 17: YouTube subscribers, top UK news brands, 2022
    • TikTok is new arena for publishers to explore
      • Figure 18: TikTok followers, top UK news brands, 2022
  7. Competitive Strategies

    • Twitter’s Birdwatch utilises users as fact-checkers
    • LinkedIn adds more news editors as it expands its role as content creator
    • Meta changes Facebook newsfeed again to separate AI recommendations and content from friends
      • Figure 19: Facebook’s user interface, 2022
    • Short video given more focus but publishers shouldn’t forget platform nuances
    • Pinterest bans climate misinformation which is set to take centre stage in misinformation debate
  8. Social Media Platform Usage

    • Usage of platforms is flat
      • Figure 20: Social media platforms use, 2020-22
    • Slow down for TikTok demonstrates why platforms shouldn’t be too eager to replicate the platform
      • Figure 21: Used social media platform in the last 3 months, 16-24s compared to all consumers, 2022
      • Figure 22: Repertoire of social media platform used in the last 3 months, 2022
    • Reddit usage growing gradually
      • Figure 23: Social media platforms use, 2020-22
  9. Social Media News Accounts

    • Over one in five social media users follows a newspaper
      • Figure 24: News accounts followed on social media, 2022
      • Figure 25: News accounts followed on social media, by age, 2022
    • Individual experts are a key element of social media for younger people
    • YouTuber’s Channel 5 account shows potential of social media journalists
  10. Major News Events and Social Media

    • People lack trust in the accuracy of information of social media
    • Gap in the market for more trusted social media news platform
    • Facebook still seen as best source of information on news events
      • Figure 26: Major news events and social media, 2022
    • News content is crucial to Twitter
      • Figure 27: Major news events and social media, by users of each social media platform, 2022
  11. News Habits on Social Media

    • Social media plays a crucial role in news discovery
    • News publishers can build strong brands through a social-first approach
      • Figure 28: News habits on social media, 2022
    • Humour is a key element of social media’s role in news
      • Figure 29: Attitudes towards news on social media, 2022
    • Getting the news algorithm right
      • Figure 30: Attitudes towards news on social media, 2022
  12. Content Moderation on Social Media Platforms

    • Facebook’s dominance and high-profile controversies reflected in desire for greater regulation of content on the platform
      • Figure 31: Content moderation on social media platforms, 2022
      • Figure 32: Content moderation on social media platforms, by users of each social media platform, 2022
    • High interest in greater content moderation on Twitter challenges Musk’s ideas
    • Few Pinterest users feel the platform needs greater content regulation
  13. Social Media and Misinformation

    • Misinformation negatively impacts desire to use social media
      • Figure 33: Social media and misinformation, 2022
    • Action demanded on misinformation
      • Figure 34: Social media responses to misinformation, 2022
    • Utilising users for content moderation
    • Social media can benefit from more promotion of trusted news sources
    • Half of social media users feel platforms infringe free speech
    • The difficulties of creating a free speech social media platform
      • Figure 35: Social media and free speech, 2022
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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