43% of U.S. consumers
reported watching more news coverage because of the
pandemic
fallout from Brexit have had a profound impact on content
consumption habits. But what did these changes look like, and
how were other industries affected?
consumption in both the short term and the long term, because
Using original, anonymized data from the Parse.ly platform, I
compared media and non-media organizations across industries
and platforms (social media profiles, search engines, and
across the global content landscape.
For this report, I define “media” or “non-media” based on the
organization’s main industry vertical and business model. If an
organization is categorized as “media,” then the primary business
of the organization is producing content, such as a local news
is categorized as non-media, then content plays a large role
in their success, but the organization itself exists primarily in
another vertical, such as e-commerce, government, finance,
or tech. Non-media examples might include an insurance
company with an informational “best practices” website; a food
delivery service’s health and recipe collection; and a software
company’s help docs, educational content library, and technical
documentation.
Using Parse.ly’s natural language processing system, we can
bucket content into topics and categories. Further, we group
together topic clusters, or articles with related storylines.
It is with this data that I wanted to understand not only the
categories that capture readers’ attention, but also what
specifically is driving those trends.
