Study Finds that News Content is a Driver for Traffic to Non-news Content on Aggregator Sites and Social Media Platforms
CATONSVILLE, MD, June 6, 2025 – The consumption of news has undergone a sea of change in the last decade, with a significant proportion of the population consuming content on news aggregator sites and social media. New research published in the peer-reviewed journal Marketing Science has found that when digital news aggregators and social media sites carry news content, there is a spillover effect, attracting traffic to non-news content on the same sites. Both user engagement and content generation of non-news content rides with increases and decreases in the posting of news content.