International news is the lingua franca of our globalised societies. As such, it has a vital role to play in overcoming anxieties about global events, fostering cultural exchanges and combating misinformation.
From the qualitative focus groups we conducted, we learned that the majority of people globally want to see a positive balance in news cycles and are keen for brands to provide them with content that inspires, educates and empowers them. However, in some markets consumers are also wary of the power of their governments and a desire for more transparency and unbiased information.
During the day, consumers tune in to international news on a variety of platforms. They can watch the latest news on television, peruse websites on their laptops or listen to radio. They are most receptive to shorter formats that highlight the main headlines and soundbites. However, in the evening, most consumers prefer longer formats, with those over 20 minutes being most favoured.
When it comes to the Brand Attributes that consumers value for international English-language news, objectiveness and a high level of analysis and news rigour stand out as the highest rated sub-elements on average. Moreover, the importance of humanity and depth is increasing. The former refers to highlighting the perspectives of those directly affected by events, while the latter is about prioritising in-depth human stories that offer more context and understanding of what’s going on.