Media trends in 2017: A look back at the data

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In January, media professionals identified the role of journalism in society, monetization, and mobile optimization as their top three priorities for 2017. Now we’re taking a look back at the data to see how these trends played out over the course of the year.

Data & Analytics

Media trends in 2017: A look back at the data

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Parse.ly makes it easy to understand,
own, and improve digital audience
engagement through content-based
data products

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What data says about 2017
We take a look at data from 2017 to understand how top trends and priorities
played out over the course of the year, including:
Trends in mobile vs desktop
Influence of platforms on journalism
Monetization efforts, audience loyalty, and subscriptions

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Mobile devices have our attention

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“Desktop dies on weekends”
While the ratio of mobile to desktop traffic remains around 1:1 during the week, it’s
closer to 2:1 on the weekends.

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Mobile habits don’t always match desktop ones
While it doesn’t make the overall list of top external referrers to Parse.ly’s network,
Flipboard is the 4th most common mobile referrer.

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Our attention spans do exist

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Long-form content has our attention
Long-form content almost
2xmore engaging than
short-form
Video least engaging of
formats studied

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Engagement rates for content: “Good” vs “Bad”
Of “good” visits, 44% last over one
minute
If a user spends 30-60 seconds reading
your content, they are engaged. If they
spend over a minute on your content,
they are more engaged than most
website visitors on any Internet content
A closer look at engagement rates reaffirms audiences have an appetite for long-form

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Platforms’ influence on
journalism

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Google overtook Facebook
From February to October 2017:
Traffic from Google increased 17%
Traffic from Facebook declined by 25%

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Google & Facebook: Lion’s share of external traffic

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Top referrals by Facebook (topic)
Lifestyle - 87.1%
Local Events - 61.4%
Entertainment - 60.8%
U.S. Presidential Politics - 59.5%

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Top referrals by Google (topic)
Job Postings - 84.4%
Technology - 60.8%
Sports - 50.4%
Business & Finance - 46.9%

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Monetization: Audience loyalty
and subscription models

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Diversifying revenue away from advertising
Combined, Facebook and Google now capture roughly 75% of digital ad
spending in the U.S.
“It’s clear that the broken system is ad-driven media
on the internet. It simply doesn’t serve people. In fact,
it’s not designed to.” -Ev Williams, CEO, Medium

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Emphasis on subscription models
The New York Times announced
reaching 3.5 million paid
subscribers, more than double the
subscriber count since 2015

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Subscription growth attributed to “Trump Bump”
We measured the average engaged time for
articles by topic and found that politics
news was in fact capturing the most
attention for the first six months of 2017
Measuring engaged time instead of page
views could help publishers connect the
dots between user experience and
premium products or membership models.

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Thinking about loyalty in terms of engagement
After excluding “bad” visits that last under 15 seconds, half of the visits to media content
last between 1 and 7 minutes.

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Pivot to (or away from) video
“Pivot to video” has been mentioned ~14,000 times on social media this year

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What will data tell us about 2018?

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What will data tell us about 2018?
Deepwater HorizonLa la Land

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Unlock your data’s full potential
parse.ly/api parse.ly/dashboard parse.ly/data-pipeline

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Media trends in 2017: A look back at the data

1. Media trends in 2017: A look back at the data

2. @parsely #parselybytes Parse.ly makes it easy to understand, own, and improve digital audience engagement through content-based data products

3. @parsely #parselybytes

4. @parsely #parselybytes What data says about 2017 We take a look at data from 2017 to understand how top trends and priorities played out over the course of the year, including: Trends in mobile vs desktop Influence of platforms on journalism Monetization efforts, audience loyalty, and subscriptions

5. @parsely #parselybytes Mobile devices have our attention

6. @parsely #parselybytes “Desktop dies on weekends” While the ratio of mobile to desktop traffic remains around 1:1 during the week, it’s closer to 2:1 on the weekends.

7. @parsely #parselybytes Mobile habits don’t always match desktop ones While it doesn’t make the overall list of top external referrers to Parse.ly’s network, Flipboard is the 4th most common mobile referrer.

8. @parsely #parselybytes Our attention spans do exist

9. @parsely #parselybytes Long-form content has our attention Long-form content almost 2xmore engaging than short-form Video least engaging of formats studied

10. @parsely #parselybytes Engagement rates for content: “Good” vs “Bad” Of “good” visits, 44% last over one minute If a user spends 30-60 seconds reading your content, they are engaged. If they spend over a minute on your content, they are more engaged than most website visitors on any Internet content A closer look at engagement rates reaffirms audiences have an appetite for long-form

11. @parsely #parselybytes Platforms’ influence on journalism

12. @parsely #parselybytes Google overtook Facebook From February to October 2017: Traffic from Google increased 17% Traffic from Facebook declined by 25%

13. @parsely #parselybytes Google & Facebook: Lion’s share of external traffic

14. @parsely #parselybytes

15. @parsely #parselybytes Top referrals by Facebook (topic) Lifestyle - 87.1% Local Events - 61.4% Entertainment - 60.8% U.S. Presidential Politics - 59.5%

16. @parsely #parselybytes Top referrals by Google (topic) Job Postings - 84.4% Technology - 60.8% Sports - 50.4% Business & Finance - 46.9%

17. @parsely #parselybytes Monetization: Audience loyalty and subscription models

18. @parsely #parselybytes Diversifying revenue away from advertising Combined, Facebook and Google now capture roughly 75% of digital ad spending in the U.S. “It’s clear that the broken system is ad-driven media on the internet. It simply doesn’t serve people. In fact, it’s not designed to.” -Ev Williams, CEO, Medium

19. @parsely #parselybytes Emphasis on subscription models The New York Times announced reaching 3.5 million paid subscribers, more than double the subscriber count since 2015

20. @parsely #parselybytes Subscription growth attributed to “Trump Bump” We measured the average engaged time for articles by topic and found that politics news was in fact capturing the most attention for the first six months of 2017 Measuring engaged time instead of page views could help publishers connect the dots between user experience and premium products or membership models.

21. @parsely #parselybytes Thinking about loyalty in terms of engagement After excluding “bad” visits that last under 15 seconds, half of the visits to media content last between 1 and 7 minutes.

22. @parsely #parselybytes Pivot to (or away from) video “Pivot to video” has been mentioned ~14,000 times on social media this year

23. @parsely #parselybytes What will data tell us about 2018?

24. @parsely #parselybytes What will data tell us about 2018? Deepwater HorizonLa la Land

25. @parsely #parselybytes Unlock your data’s full potential parse.ly/api parse.ly/dashboard parse.ly/data-pipeline

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