With 45% of its audience under 30, The Independent is focusing on authentic storytelling to keep them coming.
The Independent has seemingly worked out how to attract young audiences, with 45% of the publication’s audience, which totals around 25 million users, being either Gen Z or millennials, according to its editor-in-chief Geordie Greig.
Speaking on BBC’s The Media Show podcast, Greig talked about the evolving demands of these younger demographics, saying: “There’s a hunger for authenticity. It’s trust and truth they want.” This focus on credibility aligns with prevailing trends indicating that younger generations are gravitating towards sources that resonate with their values, prioritising genuine content over sensationalism.
The Independent has followed a strategy of providing content to a wide range of platforms and waiting to see which is successful, before following with more resource. It has paid off with significant growth in traffic. Its audience surpassed that of The Guardian in November 2024, reaching 19.6 million monthly users compared to The Guardian’s 19.4 million.
Source: Noah Wire Services
- https://www.independentadvertising.com/the-independent-reaches-landmark-moment-as-it-becomes-the-uks-largest-digital-news-brand-for-first-time/ – This article supports The Independent’s position as Britain’s largest digital news brand, highlighting its growth and audience size. It also mentions the publication’s focus on quality journalism and its appeal to younger audiences.
- https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/most-popular-websites-news-uk-monthly-2/ – This source provides data on The Independent’s audience size compared to other UK news outlets, confirming its position as a leading digital news brand in November 2024.
- https://en.wikipedia.org/wiki/The_Independent – This Wikipedia page provides background information on The Independent, including its history and transition to an online-only format, which aligns with its current status as a digital news leader.
- https://www.independentadvertising.com/the-independent-reaches-landmark-moment-as-it-becomes-the-uks-largest-digital-news-brand-for-first-time/ – This article further emphasizes The Independent’s growth in engagement and content offerings, such as IndyBest and Independent TV, which cater to younger audiences seeking diverse content formats.
- https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/most-popular-websites-news-uk-monthly-2/ – This source details the competitive landscape of UK news websites, highlighting The Independent’s rise and the challenges faced by traditional media outlets in adapting to changing consumer preferences.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative references recent audience figures and a specific event from February 5, indicating it is relatively fresh. However, without more specific details about the source of these figures or the context of the event, it’s difficult to confirm if this is entirely new information.
Quotes check
Score:
6
Notes:
The quote from Geordie Greig is referenced as being from a recent BBC appearance, but without an exact source or date confirmation, it’s challenging to verify its originality. The quote aligns with common themes in media discussions.
Source reliability
Score:
9
Notes:
The narrative originates from The Independent, a well-established and reputable news outlet. However, the specific details about audience figures and comparisons with other publications could benefit from additional verification.
Plausability check
Score:
8
Notes:
The claims about audience demographics and preferences for authentic content are plausible and align with broader trends in media consumption. However, specific figures and comparisons require further verification to ensure accuracy.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative appears to be generally reliable, given its origin from a reputable source and alignment with plausible trends in media consumption. However, specific details such as audience figures and quotes could benefit from additional verification to enhance confidence in the information.
Register for Editor’s picks
Stay ahead of the curve with our Editor's picks newsletter – your weekly insight into the trends, challenges, and innovations driving the future of digital media.
