"[...] While Facebook and YouTube are the most preferred platforms for content consumption, Facebook stands as a less trusted platform among the audience (ranks 4th). Audiences prioritize quality entertainment, current information, reliable reporting, and educational value content, while content cre ... ators mostly cover topics like politics, business, and social issues. Ethiopian users spend 2 to 4 hours daily on digital media, mainly accessed through smartphones. Online misinformation is widespread, and platforms like Telegram, websites, and YouTube are more trusted. Connectivity challenges, high staff-turnover, and limited advertising opportunities hinder content production and distribution. Digital media outlets engage with audiences through various platforms, targeting youth with a higher proportion of male users. Editorial systems, physical infrastructure, and revenue models vary among digital media outlets. The study recommends that media organizations enhance digital literacy and fact-checking skills, diversify revenue streams, utilize digital storytelling tools, and access training programs. It suggests that government institutions streamline administrative procedures and provide incentives for digital innovation. Media development organizations are encouraged to offer capacity-building programs, provide financial and technical support, and collaborate on media literacy initiatives and fact-checking platforms. Acting on these recommendations could help mitigate challenges related to content production, verification, revenue generation, media literacy, and collaboration." (Executive summary) more

"[...] almost all the media experts interviewed in the study identified “political and legal system,” “public attitude and relationship to media,” and “economic and ownership situation” to be the top three biggest obstacles to news media viability in Ethiopia. In fact, almost four-fifth ... of the respondents voted for “politics” to be ranked the biggest obstacle, while two-third voted for “public attitude and relationship to media,” and half of the experts cited “economic and ownership situation,” to be in the top three viability obstacles in the Ethiopian media environment. Experts understandably identified “political and legal system” as the most constricting challenge to news media institutions in Ethiopia since most of the problems faced by the media, or at least those in news headlines, were with the authorities and the law. However, subsequent scoring of the media viability indicators and aggregation of those scores to drive meaning has crystalized the fact that the most severe media viability challenges to the Ethiopian news media come not from “political and legal system,” or “economic and ownership situation,” but “technological situation of the country” and “general quality of content”. (Conclusion and recommendations, page 43) more