"[...] 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 creators 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)