Publishers Dominate Facebook Users' News Feeds in Australia (for Now) - eMarketer
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Publishers Dominate Facebook Users' News Feeds in Australia (for Now)

Media organizations enjoy the highest engagement among industries

August 12, 2016 | Marketing | Social Media

If you’re a Facebook user in Australia, there’s a good chance you’ve been “liking” stories from one of the country’s numerous media organizations in your Facebook news feed. According to new research, publishers from the country’s newspaper, magazine, radio and TV industries dominate conversation among all industries operating on Facebook.

Top 25 Industries on Facebook in Australia Ranked by Weekly Engagement, June 2016 (thousands)

However, this state of affairs may not last, as Facebook is in the midst of a significant overhaul in how content from brands and publishers shows up for the site’s users.

A mid-2016 review of Australian Facebook performance by Online Circle Digital among a variety of consumer industries found the country’s media publishers beat out all others in weekly engagement. Newspaper and magazine publishers were tops among all Australian industries, with Online Circle reporting the industry earned an average of 173,000 engagements per week, referring to situations where users commented, “liked” or shared a post during the period studied. Facebook content from radio stations and TV shows rounded out the top three “industries” in terms of average weekly engagements.

The high levels of engagement seen for Australian publishers is not surprising given the popularity the social platform among the country’s consumers. eMarketer estimates that nearly 55% of people in Australia will use Facebook in 2016, the second-highest penetration rate of any country in the Asia-Pacific region.

Still, all is not well for media publishers and advertisers who rely on Facebook to drive site traffic and acquire new customers. In June 2016, Facebook announced plans to change the way its news feed displayed content to its users, prioritizing updates from friends and family over those from brands and publishers. While this might be good news for users, for Australian companies that depend on Facebook to drive readers and customers, the changes may require a rethink of their approach in order to maintain popularity.

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