Viable Independent Media in Empowered Societies (VIMES) Audience and Market Research in Latin America

"We generate great value for society by offering a public service in a context that needs this democratic space between audience and and the media. It is a value that grows exponentially as more people have access to it." - Enrique Gasteazoro, Confidencial [translated from the report "Comparative Audience and Media Market Research in Central America"]

This collection of three studies offers an insight into the media markets and audience behaviour in three Latin American countries: Nicaragua, El Salvador, and Guatemala. They are part of the Free Press Unlimited (FPU)-led VIMES (Viable Independent Media in Empowered Societies) project, which works to bring together independent media outlets from three Central American and five Eastern European countries to exchange skills and knowledge with the aim of improving their viability. In an effort to improve the viability of independent media in Latin America, these studies seek to create a better understanding of the current context of freedom of expression and press in the region, and how the different populations perceive and consume (independent) media.

As FPU explains, journalists in several Latin American countries deal with an unprecedented attack on press freedom. Besides this, and also because of this, several media outlets struggle to remain financially sustainable - a struggle that has been intensified by the COVID-19 pandemic.

The reports explain the social and political context of each country and provide an analysis of the media market and audiences. At the end of every report, there are also recommendations for independent media in the specific country.

The following are some of the findings as outlined on the FPU website:

In terms of news consumption the research showed that, despite everything, many of the journalists found ways to continue high-quality work, even if it is from exile. In Nicaragua, at least 27 new communication platforms were formed from 2018 to the end of 2020 - many of them digital and operated by young journalists.

In all three countries, the information people consume the most is national news, with a focus on politics. In El Salvador's case, the results also point to a growing need for information on more diverse topics, such as culture, the environment, international news, and science and health (in a pandemic context). Content with a gender or positive approach, such as success stories, is also attractive. In both Nicaragua and Guatemala, over 80% of the people stated they read the news at least once a day, and 65% even several times a day.

Related to the trustworthiness of the media, the findings show that the newspapers that are read the most are also the ones people consider most reliable. In Nicaragua, these are the digital version of FPU partner Confidencial, as well as La Prensa (both 57%); in El Salvador it is also an FPU partner, El Faro, that is considered the most reliable and the one that is the most independent from political or economic powers.

In Nicaragua, the official media are among those the fewest people consider reliable, which is an important piece of information, considering the current political situation in the country. Also in Guatemala, there is a lot of mistrust regarding press freedom and pluralism, with average scores of 5.0 and 4.8 on a scale of 10, and in El Salvador the people consulted clearly disapprove of the state of press freedom in El Salvador, and they only slightly approve of the plurality of the media in the country.

A quarter of the population surveyed in Nicaragua mentioned giving some type of financial support to the media they consume. The majority (58%) are annual subscriptions, followed by donations and membership (19% and 14%, respectively). In El Salvador, El Faro is also the most mentioned when asked which media outlet people support financially. In all studies, the results showed that the main motivations for supporting a media outlet are the desire to support quality independent journalism, freedom of the press or expression, and access to information, as well as that people consider the outlet to have an editorial line committed to impartiality, truthfulness, and reliability.

Based on all the studies, in general, FPU concludes that one is dealing with a critical audience that is looking for journalistic quality and is even willing to pay for it if the economic conditions of its environment allow it. But it is also an audience that is accustomed to the speed of social networks and the cell phone, that demands new formats to digest information in a faster and more entertaining way, and that wishes for more diverse and positive content, without sacrificing accuracy and impartiality.