International news is a cornerstone of the global information ecosystem. It plays a critical role in informing the world about events as they unfold, fostering intercultural exchanges, combating misinformation, and facilitating civic engagement.
Consumers seek a variety of international news content formats, including short, brief formats meant for quick glances and soundbites; mid-duration formats that last 5 to 20 minutes; and in-depth articles, documentaries and political debates. However, the consistent themes that emerge across markets in terms of what consumers expect from their international English-language news brands include: accessibility, impartiality, relevance, and inspiration.
In a context where many people fear losing their sense of autonomy in the face of increasing globalization, consumers look to international news as a source of empowerment. They want to feel as though they have a direct line of communication with the world around them, which is possible when international news sources are accessible and trustworthy.
Additionally, the impartiality of international news is important to consumers, largely as a way to maintain a balance in news cycles and to avoid being biased toward events that occur within their own cultural spheres. It’s worth noting that this is a challenging task for many international news channels, particularly those that focus on developing markets that have a history of limited journalistic freedom.
Finally, the relevance of international news is critical for many consumers, especially those with a personal stake in it. This includes consumers who follow English-language international news as a way of keeping in touch with their family abroad and for those who live or work outside of their home countries, such as migrant populations.