Back to Map
Source: Statista
Source: Reuters
1
2
Tablet
Desktop
Smartphone
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: Japan
2
Only 10% user ad blockers.
2
While social media is popular in Japan,
only 28% use it as a new source.
2
Japan’s top messaging app is Line, with
50 million monthly active users.
1
Japan had 101 million internet users in 2016.
101 M
75 M
50 M
25 M
1 M
Social media is popular, but not as a news source, ad blockers
still not widely adopted, and messaging apps are big.
Japan
Back to Map
Source: Nielson
3
Source: Content Marketing Institute
Source: Press Council
1
2
Tablet
Desktop
Smartphone
Australia
Serious injuries at
Dreamworld
Australia
US election results live blog:
What Trump will do next,
Obama’s morning ritual
New Zealand
Live: 7.8 New Zealand
earthquake
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: Australia And New Zealand
3
In New Zealand, 3.4 use the internet across the week and over 56% access it via their smartphones.
2
While 56% of adults use their smartphones to access content and average adult spends 35 hours on smartphones, Australia ties with Argentina for the lowest Outbrain mobile page views (33%).
New Zealand is currently the fastest growing market in Outbrain’s network, with a 326% increase in Outbrain page views over the last 6 months.
1
84% of Australian marketers say their top priority for 2017 is creating more engaging content.
84%
61%
46%
28%
0%
Content marketing teams focus on engaging content
and New Zealand is Outbrain’s fastest growing market.
Australia and New Zealand
Back to Map
Source: Digital Influence Lab
3
Source: MediaBuzz
Source: Media Development Authority of Singapore
1
2
Tablet
Desktop
Smartphone
Bukit Batok MP David Ong resigns
due to ‘personal indiscretions’
Voters: Is a freak election likely?
2 SMRT staff dead in accident
near Pasir Ris station
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: Singapore
3
Last year, Singapore has the highest internet penetration rate in South East Asia. (The next closest is Malaysia at 67%).
2
15- to 34-year-olds were the most likely group of consumers to watch digital video.
1
More than half of consumers in Singapore watch digital video, research found, but there are dramatic differences in content consumption by age.
54%
41%
37%
16%
0%
Internet use continues to increase and digital video consumption is rising,
particularly among the younger viewers.
Singapore
Back to Map
Source: Statista
Source: ZenithOptimedia
1
2
Tablet
Desktop
Smartphone
The Suspect - A woman murdered her own sister, photographed the scene and sent the photo to her friends with the title: "Hili has been stabbed"
Mila, Ido, Michael & Ilana will never
return home. The casualties' stories of
the Tel-Aviv, Sarona attack
Four were killed in a shooting
attack in Tel Aviv
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: Israel
1
12% of Israeli internet users accessed program-related content on mobile devices while watching TV in 2016.
2
Television watching declined by 15 minutes a day between 2013 and 2015.
2
Newspaper consumption continues to decline with only an average of 26 daily minutes.
2
The average Israeli spends 140 minutes on the internet.
1
According to a Statista study, 45% of Israeli
respondents used their smartphone to watch
online videos on a daily basis.
45%
38%
25%
12%
0%
In Israel, mobile video usage is on the rise,
and print and TV consumption continues to trend downward.
israel
Back to Map
Source: Deloitte
Source: Mary Meeker 2016 Report
1
2
Tablet
Desktop
Smartphone
India News, Latest News India,
Breaking News India, Currrent
News Headlines India: ZeeNews
Election Commission lists
200 political parties which mostly
exist on paper, will send it to
Income Tax for inspection
Woman Raped Inside Infosys Campus
in Pune by Housekeeping Staff
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: India
1
Smartphone and mobile data consumption was 23%
in 2016 and is estimated to reach 58% by 2020.
1
75% of India’s internet users are less than 35 years old. More than half of app users in India are between 18-24.
2
The number of internet users continues to accelerate. (40% YoY). With 277 million internet users, India has surpassed U.S. to become the second largest global market after China.
1
Video traffic in India is expected to be 72%
of all Indian internet traffic in 2018.
72%
67%
51%
35%
0%
Mobile continues to grow, video formats are on the rise,
and messaging apps are popular in India.
India
Back to Map
Source: eMarketer
Source: Statista
1
2
Tablet
Desktop
Smartphone
Madeleine in Paraguay:
Cops launch manhunt after
missing McCann is spotted
US election LIVE: Obama to do
'everything' to help Trump
EU referendum results and maps:
Full breakdown and find out how
your area voted
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: United Kingdom
2
27% of British internet users watched online videos weekly in 2016.
1
For the first time, mobile ad spending accounted
for a greater proportion of total ad spending (28.8%) than it does time spent with media (27.2%).
1
Overall mobile media consumption reached
2 hours and 40 minutes in 2016.
1
Almost two-thirds (62.3%) of UK consumers
will use smartphones in 2016.
1
Consumers spent an extra 25 minutes a day
on digital devices in 2016 compared to last year.
1
Digital represented over 50% of UK’s media consumption in 2016.
50%
42%
36%
15%
0%
Mobile content consumption and ad spend continues to rise in the UK.
Online video is booming.
United Kingdom
Back to Map
Credence Research
3
Source: ZenithMedia
Source: 2016 Edelman Trust Barometer
1
2
Tablet
Desktop
Smartphone
Die dramatischen Minuten
nach dem Anschlag
"The dramatic minutes after the attack"
(Terrorist attack in Berlin)
US Präsidentschaftswahl 2016
"US Presidential Election 2016"
Anschlag in München
"Assault in Munich"
(Shooting rampage in Munich)
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: Germany
3
With the global chatbot market valued at
US $88.3M, German marketers are eyeing
chatbots and anticipate growth in the year ahead.
2
In Germany, consumers trust brands
almost as much as they trust traditional
media outlets (42% vs. 44%).
1
The number of regular online video viewers
increased 27.5% in 2016 in Germany.
27.5%
20.3%
12.7%
5.1%
0%
Branded content, online video, and Chatbots
are big trends in Germany.
Germany
Back to Map
Source: Digiday
7
Source: ditrendia
Source: EBG & Quantcast 2016
5
6
Source: Accenture
Source: eMarketer 2016
3
4
Source: Hoyreka 2016 Content Marketing Report
Source: IAB Italy
1
2
Tablet
Desktop
Smartphone
Italy
Attentato a Monaco, sparatoria al centro commerciale: 9 morti L'autore è un
18enne tedesco iraniano
Spain
Elecciones EEUU: Resultados
y reacciones internacionales
France
Attentat de Nice:
le bilan grimpe à 84 morts
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: South Europe
7
Programmatic growth is forecasted to decline
to 31% in Italy by 2017. Meanwhile, penetration is growing in Spain and expected to exceed 30% by 2017.
6
In 2016, 71% of display ads were bought programmatically in France — and programmatic
is now used more and more for branding.
5
4
In 2017, adults in France will spend more time
accessing the internet through mobile than desktop
and in Spain, mobile was the most used device
to access the internet in 2016.
3
96% of Italian marketers manage their digital content. 69% expect volume will increase in the next year.
2
24-30% of Italy’s online population now use
Ad Blockers, causing heavy revenue losses
to all market players.
1
94.6% of Spanish marketers used
content marketing in 2016.
94.6%
72.9%
57.1%
35.4%
0%
France, Italy, Spain
Content marketing continue to grow in popularity, ad blockers on the rise,
and mobile dominates in South Europe.
South europe
Back to Map
Source: IAB
Source: Entertainment and Media Outlook 2016-2020, PWC
1
2
Tablet
Desktop
Smartphone
Why I’m a blesser
These are the 4 hairstyles
students claim are banned
at Pretoria High School for Girls
UPDATE: Snow alert
ahead of bitterly cold
weekend for SA
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: South Africa
1
Aside from mobile messaging apps, social and video
are popular activities among mobile users in the country.
2
South Africa’s total entertainment and media
advertising revenue is estimated to rise by 5.6%
from US 3.9 billion in 2014 to US 5.2 billion in 2020.
1
42% of South Africans view video on mobile
devices and the country showed the second
highest year-on-year growth in this area.
1
South Africa has the highest page views on mobile (61%) of all countries in Outbrain’s network.
61%
50%
40%
20%
0%
In South Africa, mobile is an increasingly important touchpoint, particularly for video.
Content marketing and media represents a growth area.
South Africa
Back to Map
Source: emarketer
Source: Comscore
1
2
Tablet
Desktop
Smartphone
Justiça determina bloqueio do WhatsApp
no Brasil por 72 horas
Perda de peso deixa homens
e mulheres irreconhecíveis
Como descubro o saldo
do meu FGTS?
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: brazil
1
Aside from mobile messaging apps, social and video
are popular activities among mobile users in the country.
1
Mobile users in Brazil tend to skew younger,
be better educated and have higher incomes.
2
Mobile advertising generates 12.5% of awareness
for brands, 8.9% more than the average generated
by desktop.
1
The number of smartphone users in Brazil
will total 64.0 million in 2016.
$64M
$60M
$40M
$20M
$10M
Mobile is huge, with mobile messaging apps gaining steam.
In Brazil, as online usage grows, many are skipping desktop
and heading straight for smartphones.
Brazil
Back to Map
Source: Deloitte
Source: Nielsen, Q1 2016 Total Audience Report
1
2
Tablet
Desktop
Smartphone
CIA chief believes release of
9/11 documents will clear
Saudi Arabia
French Lawmakers told
Bataclan terrorists tortured,
disemboweled victims
Black Lives Matter accuse
Dems of “placating” group,
after memo leaked
*Outbrain Content Consumption Trends Data
Top Three News Headlines 2016: North America
Publishers like the New York Times, Wall Street
Journal, Time, the Washington Post, The Atlantic,
Vice, and Buzzfeed continue to invest in their
branded content studios, competing with ad
agencies.
2
Native advertising spend in the U.S. was 10.70
billion in 2015 and is expected to grow to 21
billion in 2018.
2
U.S. adults spent 10 hours, 39 minutes a day
consuming media in the first quarter of 2016.
1
In 2016, virtual reality became a $1 billion business
and is projected to reach $80 billion by 2025.
$80B
$60B
$40B
$20B
$1B
North America continues to see growth in digital content consumption.
Native advertising continues to grow. VR and Chatbots were hot trends for 2016.
United States
2.4 pages per session
Audiences engaged with an average of .
9pm
12-4pm
Outbrain total page views peaked from and again at .
12.5 billion total monthly
Outbrain page views, an increase of 13%
in the last 6 months.
of Outbrain page views took place
on mobile devices worldwide.
*Outbrain Content Consumption Trends Data
2016 Global content consumption trends
Japan
Australia/New Zealand
Singapore
India
Israel
South Africa
Brazil
Southern Europe
Germany
United Kingdom
United States
United Kingdom
Germany
Southern Europe
Israel
Japan
India
Singapore
Australia/New Zealand
South Africa
Brazil
United States
Content marketing has officially reached critical mass.
View a snapshot of top content marketing trends and news headlines
from some of the world’s key markets.
The Global State of Content Marketing
Outbrain Insights from 2016
*Proprietary user data provided by Outbrain, unless noted otherwise with an external citation.
Create interactive experiences just like this one without any coding.
Make Your content Stand OUt
Reach the most relevant new audiences and outperform the ordinary.
Content Discovery and Marketing
