International news has long received significant scholarly and professional attention, because it is not only a distinct category of journalism that involves specific newsgathering and distribution challenges, but can have a powerful impact on people’s understandings of the world. Different theoretical perspectives (such as media dependency theory) underscore that, because many people have little personal experience with the countries and regions of the world outside their immediate surroundings, they must rely on mediated accounts in order to understand what is going on around them.
While many consumers enjoy a variety of formats for consuming international news, on average they prefer short formats intended to convey top level information in the form of headlines and soundbites. In contrast, mid-duration formats which last largely between 5 and 20 minutes tend to be the format of choice for those seeking more in-depth news content that can help them better understand global issues and events.
Across markets, consumers are keen for their international news brands to prioritise humanity and depth, as well as to provide relevant, uplifting content that inspires. In particular, they seek out human-interest stories that demonstrate the positive impacts of humanity in challenging situations.
They are also keen for their international news brands to be trustworthy, free from political bias and sensationalism. In addition, they are keen to be first on the scene and in the thick of it, showcasing a commitment to uncovering reality. Finally, they are keen for their international news to be inspirational and uplifting, counteracting the sense that global events are often dominated by negative political coverage.