Our fifth annual Index of the independent news sector.
Our analysis reveals new insights into the size, shape and economics of the sector, and features first-person accounts from publishers, highlighting inspiring stories of impact.
For the first time, the Index survey includes data on original content production, revealing that independent outlets collectively publish between 5,700 and 7,600 original stories each week. This underscores the sector’s critical role in informing communities and contributing to democratic discourse.
​Key findings include:
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Democratic impact: Providers reported their highest-ever perceived contribution to societal change, with 14% mentioning election-related work and 20% highlighting efforts to increase local government accountability as their social impact highlights of the year.
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Audience growth: Independent news providers saw significant increases in both web traffic and email subscriptions against last year’s survey. The average outlet attracted over 489,000 unique visitors in 2024 and nearly 4,000 email subscribers, suggesting that most people in the UK now get some news from an independent source.
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Social media’s role: In a notable development, 60% of providers now have a BlueSky account, despite the platform only opening to the public in early 2024. While 29% stopped using X (formerly Twitter) last year, social media remains central to distribution strategies, with 64% planning no change in their social publishing and 25% planning to increase it.
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Revenues stable, revenue sources changing: Average annual revenue per provider held steady at £62,877, with total sector revenue estimated between £18.9m and £25.1m. However, advertising fell below 50% of revenue for the first time since 2022, with grants (24%) and reader revenue (23%) playing a growing role.​
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PINF 2025 Audience Survey
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The 2025 Audience Survey includes the results of a first-ever shared audience survey, for which the same survey was shared with audiences of 21 different independent news providers.
Some 2,000 people completed the survey, which reveals audience attitudes towards independent news providers and gives clues towards the impact of news provision on those audiences.​
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Key findings from the audience survey include: ​
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88% agree with the statement that thanks to the independent news provider, “I feel better informed about my community”.
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81% agree with the statement “I feel more closely connected to my community”.
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55% agree with the statement “I support local businesses more”.
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43% say they’ve "attended more events”.
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32% say they’ve "taken part in voting or elections more”.
Many thanks to all the providers who took the time to complete this year's survey, and everyone who's helped with the Index over the last five years!