"This report presents the findings from a qualitative audience study conducted in Cambodia from December 2023 to February 2024. The study was commissioned by the international media development organisation IMS, International Media Support, and supported by the European Union. The study aimed to assess news and media habits, preferences, and trust levels among media audiences in Cambodia. With little tradition of doing audience research in the country, the purpose of the study was to get deep insights into Cambodians’ media patterns. The study involved interviews with 130 Cambodian individuals and 20 focus group discussions with a total of 129 participants. Participants were aged between 18 and 75, living across five different provinces.
With the shift away from printed newspapers, Cambodians have increasingly turned to smartphones as the primary device for accessing news and entertainment, particularly via social media platforms like Facebook. However, not all Cambodians have equal access to smartphones, internet, and technology due to high costs and media and limited digital literacy. Consequently, traditional media such as TV and radio remain important, especially among the elderly and women. According to participants in the study, local media outlets in Cambodia have generally failed to gain the trust of audiences. Respondents noted that they found local journalists often broadcasting misinformation and failing to cover social issues, people's lives, and political topics comprehensively. Instead, they felt that the media, in particularly local TV stations, typically focus on traffic accidents, national pride, leaders' activities, entertainment, and alcohol promotion. The study highlights the significant role of international media outlets and social media in filling the gap left by local media. Outlets such as Radio Free Asia (RFA), Voice of America (VOA) and Voice of Democracy (VOD) are praised for covering political matters and social issues comprehensively. Social media, particularly Facebook, is noted for providing diverse and timely news, although it is also criticised for occasionally spreading misinformation." (Executive summary)