What do Nepalis think of the media?

While most Nepalis understand ‘media’ to mean tv (21.5%) and radio (20.6%), younger, urban, and educated audiences also equate Facebook (19.9%) and YouTube (16.9%) with 'media'.

In provinces like Sudurpaschim, reliance on radio (40.4%) and tv (30.7%) far outpace digital platforms, but in Bagmati Province, Facebook (35.4%) and YouTube (32.8%) are more common sources of news.

Respondents with at least a Bachelor’s degree are far more likely to associate media with both traditional and digital platforms, with 59.3% mentioning tv, 54.7% radio, and 42.1% citing Facebook.

Defining Facebook as ‘media’ reflects its accessibility and role in delivering diverse, user-generated content that resonates with younger, urban, and educated audiences. This shift indicates a transition from traditional gatekeeping to algorithm-driven news consumption.

Madhes and Karnali Provinces, with lower literacy rates and limited access to electricity and local media outlets, show lower media engagement. On the other hand, Bagmati and Gandaki Provinces have higher adoption of both traditional and digital platforms, indicating that media habits are shaped by infrastructure and socio-economic status.

However, a high proportion of ‘Don’t Know’ responses indicates gaps in media awareness, particularly in areas like Madhes Province, and among less-educated populations.

For Nepal’s media sector, therefore, the challenge is to navigate this evolving landscape by balancing the strengths of traditional media with the growing demand for accessible and engaging digital content.

While digital news is steadily gaining ground, tv and radio remain relevant for significant population segments. Print media, however, is in steady decline.

News on mobiles

Digital platforms are increasingly the preferred medium for news, with 46.8% of respondents using the internet (33% of surveyed population) saying they read the news on their mobiles or computers. This trend is most pronounced in Gandaki (69.5%), Bagmati (53.2%), and Kosi (57.0%) Provinces.

The younger, better educated are leading this digital shift. For example, 83.3% of respondents with higher education consume news digitally, compared to just 13.1% of illiterate respondents. The gap is evident in regions like Madhes, where only 19.9% engage with digital news, underscoring disparities in access and adoption.

This digital transition can be attributed to the accessibility and convenience of mobile devices and the internet, the immediacy of digital news, and the interactive nature of online platforms. Younger and educated audiences increasingly prefer digital platforms for personalised and real-time content, which mainstream press often cannot match.

Additionally, the declining relevance of traditional media in some regions stems from their limited ability to adapt to the fast-paced, on-demand consumption habits that digital platforms readily fulfill. This shift underscores the growing importance of technological access and user-centric content in shaping media preferences.

Despite its gradual decline, television remains a significant medium, with 37.3% of respondents saying they have watched tv in the past three months. Tv is strongest in Bagmati (48.0%) and Kosi (43.6%) provinces, while Karnali lags at 22.7%. Respondents with higher education (60.7%) are more likely to watch tv than their less-educated counterparts with a notable gender disparity.

Radio, once a dominant medium, now caters to a shrinking audience (32.2%). Print media faces the steepest decline (only 13.8% saying they read a newspaper or magazine in the past 6 months), with higher engagement only among urban (28.2%) and educated audiences. Lowest print usage is in Karnali (5.7%). But print still has remarkable staying power among those with higher education (53.4%). Of the surveyed population, 58% say they go to at least one of the legacy media, whereas 73% have internet access.

The message for the mainstream press: innovate to remain relevant. Print outlets must rethink strategy, perhaps by targeting urban and educated audiences with specialised or niche content. Previous surveys had shown that many Nepalis would read print if it was available.

Nepal’s media landscape is at a tipping point, and the industry must adapt to the changing and diverse needs of an evolving audience.

In media we trust

Respondents who primarily associate media with the mainstream press are more likely to express ‘Complete Trust’ or ‘Mostly Trust’ driven by the credibility they have built over the decades. Conversely, digital media audiences, while appreciating its accessibility and interactivity, have cautious optimism about the credibility of their content.

Bagmati Province with Kathmandu Valley’s media hub leads in trust, with 47.2% expressing ‘Somewhat Trust’. While urban respondents generally report higher trust levels, there is some skepticism in rural areas.

Younger respondents aged 16–24 show the highest levels of trust of digital platforms, highlighting their greater engagement and openness to newer forms of media. By contrast, older demographics, (age 60 and above) show lower trust and more uncertainty about online content.

This generational divide shows that legacy media need to meet the expectations of younger audiences, while maintaining relevance for older groups.

Respondents with higher education consume media more diversely and report higher trust levels (55.4%), while 45.2% of illiterate respondents remain uncertain, reflecting broader literacy, access, and inclusivity issues in the media landscape.

The Nepal Media Survey 2024 shows a media landscape in which traditional and digital media coexist. While trust in media remains relatively strong, significant gaps in representation and accessibility persist across regions, age groups, and educational levels.

Not surprisingly, younger urban audiences gravitate towards interactive digital platforms, while older and rural populations continue to rely on traditional media. However, pervasive uncertainties among specific demographics highlight the need for a more inclusive and localised approach.

As Nepal’s media landscape evolves, it faces dual challenges: maintaining credibility and trust, while adapting to diverse and shifting consumption habits. Media stakeholders need to think about the steps they now need to take for their own survival, to ensure pluralism and healthy public debate, and ensure that the voices of the marginalised are included in the national conversation.

Policymakers, media owners and journalists must strive to balance innovation with accessibility, fostering a trusted space that informs, empowers, and connects all Nepalis. This media transition is shaped by regional disparities, generational differences, and the growing dominance of digital platforms.

Consumers of news

An overwhelming majority (81.7%) of respondents report engaging with news in some form, underscoring a widespread appetite for staying informed. However, 18.3% do not use media for news at all either because of lack of access, or distrust.

Regionally, news consumption is strongest in Bagmati (91.6%) and Sudurpaschim (90.5%), while Madhes (60.6%) lags significantly behind. This finding reflects potential challenges in access or outreach in the region. In rural areas, 79.5% of respondents consume news compared to 87.6% in cities. Urbanisation continues to drive higher engagement with media.

Among social media platforms, Facebook (62.0%) and YouTube (44.4%) dominate, particularly among younger and urban audiences. In the 16-24 age group, 82.6% of respondents rely on Facebook as their primary news source, while 51.5% turn to YouTube. In contrast, their use of radio (23.6%) and tv (21.3%) is considerably lower. Among those 60 and above, 38.4% rely on radio and tv equally for news.

Although Facebook is not a media platform in itself, the tendency to perceive posts on Facebook as ‘news’, or view content shared by traditional media on the site as originating from Facebook likely contributes to this perception. There is a blurring of boundaries between mainstream media and social media platforms, and the content they host.

Print media is struggling to maintain relevance, with only 5.3% of respondents citing newspapers and magazines as their go-to news source. This sharp decline in print engagement suggests a broader shift toward instant, accessible digital content, leaving traditional formats struggling to adapt.

Interestingly, media aggregate sites like Hamro Patro (6.2%) and emerging spaces like TikTok (1.4%) show how niche tools and apps carve out their own spaces in the news ecosystem.

Higher education is a strong predictor of news consumption with 99.1% of respondents using news content in one form or other. Only 52.1% of illiterate respondents engage with news, raising issues of literacy, access, and media inclusion.

Responsive media

The question of how much Nepali media cares about the public issues reveals disparities across regions, demographics, and platforms. While 38.5% of respondents believe the media cares about their needs, a significant 31.2% feels otherwise, with 20% are uncertain.

Confidence in media is strongest in Bagmati and Karnali, while Sudurpaschim and Madhes highlight gaps in engagement and relatable coverage. This divide reflects earlier findings about Nepal’s media landscape, where digital platforms dominate urban and younger demographics, while traditional platforms hold sway in rural and older populations.

Nepal’s journalism needs to bridge this gap in representation and trust by creating inclusive, localised content that resonates with diverse audiences. The age, urban-rural and education divide is also reflected in how media responsiveness is perceived.

The survey result shows that while journalism is often seen as addressing more significant national issues, it struggles to connect with individual or localised concerns with a persistent trust gap and regional disparities.

This likely stems from the media’s tendency to prioritise macro-level narratives, such as politics and societal challenges which resonate on a broader scale, while often overlooking the lived experiences of individuals or underrepresented communities.

Over half of respondents (51.3%) feel that journalism cares ‘A Great Deal’, ‘Quite a Bit’, about public concerns, while 34.2% feel the media pays only ‘Slight’ or ‘No’ attention to their needs.

Age and education continue to influence perceptions of media responsiveness. Younger respondents aged 16–34 are more optimistic, with over 35% stating journalism cares ‘Quite a lot’ about public concerns. However, confidence diminishes among older age groups, where 39.8% of those aged 60 and above express uncertainty.

Urban respondents (35.2%) consistently report higher trust in media responsiveness compared to 33.8% in rural areas. This data aligns with earlier findings, where urban audiences, engaging more with digital platforms, feel better represented.

The contrast between personal and public perceptions suggests that while Nepali journalism is recognised for addressing large-scale, national issues, it struggles to connect with localised or individual concerns.

Digital platforms, which dominate urban and younger audiences, likely contribute to the more positive perceptions of media care for public concerns. In comparison, mainstream media, which is used more by older and rural audiences, may not foster the same level of trust or engagement. Nepal’s traditional press must balance coverage of national issues with more relevant local content to build lasting trust.

Bridging this gap requires headline-worthy grassroots storytelling that resonates with individuals and communities while building a national narrative, fostering trust and representation in society.

Madhu Acharya is the CEO/President, and Bhumiraj Chapagain, PhD, is the Research Director at Sharecast Data Initiative.