Shall we unpack these differences between countries a little bit more, Jim? For example, on a parameter of trust, what sort of differences did you find and what could explain those differences between countries?

Yeah, so on the question of national variation, within the 26 markets, there was quite a wide range, in fact.

So if I go from the top to the bottom, so in Norway, this was the market where we saw the greatest positive difference between people who had a favorable view and those who had a negative view of public service media.

So again, if you deduct...

The negative percentage from the positive percentage, there was a plus 48 percentage point score in Norway.

The most negative was in Serbia, which is down at minus 23 percentage points.

That means people had a negative view, outweighed those with a positive view by 23 points.

What can we understand from this survey in terms of how big or small a role polarization is playing in specific countries in terms of people and how they then think about the impact of public service moves?

Right

... anyway, you know, people who are coming in once, once a week for a, for a single, single story.

So the focus quite rightly seems to be shifting towards addressing that market who are genuinely engaged, likely to convert, and of course retaining that, that audience.

And yes, the, the data for a number of years has suggested that globally, you know, somewhere between 15 and 20% seems to be the, the average pop- population of, of people who will pay, pay for news.

But within that, you know, we see this year a, a sort of growing diversity of the number of organizations that are managing to, to, to generate viable re- reader revenue.

So it's not all going to traditional outlets, it's going to a number of digital startups, it's going to some individuals through creative platforms and, and so on.

And I think the, the other thing is there's an interesting diversity in the reasons why people choose to pay, pay for news.

I like them."

And that's something we attempted to do this year, isn't it? Sort of track how audiences feel about some very big, very high profile stories and how they felt the coverage was.

Yeah, that's right.

So as well as asking about organisations, we asked about six individual long-running news stories, which I think by and large you can describe as global stories.

So we asked people whether they thought the news media was doing a good or a bad job in covering inflation and the cost of living, in covering conflicts in Ukraine and also in the Middle East, specifically Gaza at the time of the fieldwork, asking people the same question about climate change, also about Donald Trump's second presidency and immigration as well.

Now, again, you need to read the report to see how those responses vary on a national basis.

But I think one thing that comes out is that generally speaking, audiences are not very happy with the way those stories are being covered, particularly in North America and in much of Europe as well.

And I would say of all of those, there are a few which really come out as being stories that are kind of like provoking audience dissatisfaction.

What would you say are the big takeaways for you that you think the news industry could think about from the Digital News Report 2026? Because there's quite a lot to unpack what's a good way to think about it and to look at both the realities of a changed environment, but also the points of hope.