Today we launch the third iteration of the national Sky News Australia Audience Study, in partnership with the media research experts at Hoop Group.

We first undertook this research in 2021 which revealed a national monthly reach of 9.1 million Australians accessing Sky News across a wide range of platforms driven by an increasingly digital presence.

In 2023 reach increased and in the results released today, we are pleased to confirm further growth with 11.3m Australians accessing Sky News every month, 42% of the total national population. This growth reflects Sky News distribution and viewer intent to access news and opinion content across in-demand media channels – from podcasts to social media, FAST channels to website and traditional broadcast still comprising a significant audience.

Looking ahead, Sky News Australia remains committed to delivering viewers a broad range of perspectives on issues important to all Australians, engaging in analysis and debate which drives the conversation forward, and advocating for a stronger Australia. It is clear from the report that Sky News content continues to resonate with viewers, remains relevant and is a valuable resource for people navigating their day-to-day. 

The report provides key insights on the news consumption habits for both Sky News and non-Sky News viewers, their values and propensity to purchase. In invite you to download a copy of the report  from this page, or be in touch directly for a copy or to discuss the results.

Sky News maintains Australian audience reach across its networks

Since the first Sky News Australia Audience Study was released in 2021 our network reach has grown 24.2%, up 2.2m as people are increasingly seeking news content from online news platforms.

Reaching 11.3 million active Australian consumers monthly

The findings from Hoop Group reveal Sky News Australia’s multiplatform audience is now reaching 41% of the total Australian population, with an average age of 47 across all Sky News platforms.

Viewers are accessing Sky News content across an average of 2.5 platforms every month

The distribution mix of Sky News content across television, owned media and social platforms reflects the viewing habits across generations, with Baby Boomers more likely to access via television and younger viewers accessing content on social platforms.

Sky News commentators are highly engaging across all news viewers

Local Australian personalities dominated unaided recall with Paul Murray, Andrew Bolt and Peta Credlin listed in the top three when asked to name an online personality or commentator they engage with for news and current affairs content.  

Get in touch with Sky News Australia to receive the full Audience Study