Question 1

How much of the Australian advertising market is actually controlled by global platforms?

Accepted Answer

Google and Meta currently dominate the landscape, capturing over 80% of the total digital advertising spend in Australia. In 2022, Google generated $7.1 billion in local ad revenue while Meta secured $5.0 billion, leaving traditional media with a rapidly diminishing share of the market.

Question 2

Is the News Media Bargaining Code still an effective tool for local publishers?

Accepted Answer

While the 2021 Code initially facilitated critical revenue deals for large publishers, its long-term efficacy is now at risk. Meta is actively resisting further negotiations, threatening the sustainability of the financial offsets traditional media companies rely on to fund journalism.

Question 3

How are algorithms changing the way news is consumed in Australia?

Accepted Answer

Algorithmic gatekeeping by platforms such as TikTok and X has shifted the priority from in-depth journalism to viral engagement. This distortion of public discourse reduces media diversity and forces local outlets to compete in an environment where 80% of ad revenue is already diverted to global tech giants.

Question 4

What are the global trends in regulating these tech giants?

Accepted Answer

There is a clear shift toward international regulatory cooperation, evidenced by the EU’s Digital Markets Act and Canada’s Online News Act. Australian regulators are increasingly looking to these global frameworks to curb the dominance of platforms that currently control over $12 billion in local advertising revenue.

How Global Tech Companies Impact Australia’s Media Landscape: Government Efforts and Global Solutions

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