Nearly half (49pc) of top news publishers are now regularly publishing content on TikTok, according to a study by the Reuters Institute for the Study of Journalism – drawn from our 2022 digital news report covering 44 markets based on lists.
A large part of these have been associated with Tiktok in the last year,
To understand the extent of mainstream media engagement with TikTok, the Reuters Institute for the Study of Journalism identified the top news brands in 44 countries from its Digital News Report. The Reuters Institute excluded India, where TikTok is banned, and Hong Kong, where it is unavailable.
They looked at all the brands in our 2022 survey that have significant online consumption and checked to see if those brands had a presence on TikTok and had posted in the previous week. In a small number of cases, they also included native news organizations that have large followings on TikTok, even if they did not meet the other criteria.
In all cases, the Reuters Institute (RI) noted the number of followers for each brand and, in the case of the most successful, RI also measured the average views from the last 50 posts and the date they joined the platform.
people who are using tiktok
Publisher adoption is not evenly spread. Most Indonesian (90pc), Australian (89pc), Spanish (86pc), French (86pc), and UK (81pc) publishers operate active accounts on TikTok, with more than three-quarters in the United States (US) . (77pc), and nearly two-thirds (68pc) in Brazil. News organizations in Japan (31pc), Italy (29pc), Denmark (27pc), and Bulgaria (7pc) have been slow to move to the platform.