"The research reveals that traditional television channels and online news websites continue to be the most popular sources of general media consumption, with 80 percent and 73 percent of respondents using them, respectively. Despite minor variations, media consumption habits have remained stable between 2023 and 2024, indicating no significant changes in preferences. Social networks and television continue to be the primary sources for social and political news, with 62 percent of respondents relying on social networks and 45 percent on television. The overall analysis of media consumption patterns in Armenia shows a stable yet evolving media landscape. Users are increasingly shifting towards internet-based sources, particularly social networks, for accessing and sharing news. Seven out of ten individuals now choose to access news through social networks rather than directly visiting websites. While Facebook remains the leading platform for news sharing, its usage has declined as Instagram gains popularity as a preferred alternative. This shift mirrors the broader global trends and highlights the changing dynamics of media engagement in Armenia.
Recommendation: Enhance Digital Engagement Strategies. Given the rise of social networks as the primary sources for news consumption, media organizations should invest in more actively creating and distributing content that is specifically tailored for platforms such as Instagram and other emerging networks. This includes leveraging video content, stories, and interactive posts to engage a wider audience." (Executive summary, page 7)