Dr. Leahcim Semaj
Psychologist | Coach | Author | Management Consultant | Spiritual Guide | Social Philosopher
I have been documenting the decline in reading and the consequences.
“The decline in book reading over the past 100 years is difficult to quantify with precision, as the data varies depending on factors like location, demographic, and the medium of reading. But without being an alarmist, I believe that it’s time to sound the alarm.” https://thesemajmindspa.com/2024/12/26/when-people-stop-reading-society-starts-dying/
As of 2014, approximately 20.6% of Jamaicans read local newspapers, primarily the Jamaica Gleaner and the Jamaica Observer. In 2023, the total potential readership of local newspapers was estimated at 350,000, with the Gleaner capturing 43.2% of readers, the Observer 35.7%, and the Star 21.1%. Given Jamaica’s population of approximately 2.83 million in 2024, this suggests that about 12.4% of Jamaicans read local newspapers in 2023.
This decline in newspaper readership aligns with the global trend of increasing digital media consumption. In Jamaica, internet penetration reached 85.1% in early 2024, with 56.9% of the population active on social media platforms. These figures indicate a significant shift towards online news sources, contributing to the reduced reliance on traditional print media.
Based on the 2023 Jamaica All Media Survey, approximately 12% of the Jamaican population gets their news from local newspapers. The top newspapers are The Gleaner, The Jamaica Observer, and The Star, with readership percentages of 43.2%, 35.7%, and 21.1%, respectively (co-pilot) According to recent data, approximately 20.6% of Jamaicans get their news from local newspapers, primarily through The Jamaica Gleaner and The Jamaica Observer3. This reflects a significant portion of the population, although it indicates a shift towards other media forms like digital platforms and television.
While specific, up-to-date statistics on the exact percentage of Jamaicans who rely on local newspapers for news might not be readily available, it is estimated that a relatively small portion of the population—likely less than 20%—regularly reads print newspapers. Many Jamaicans now prefer to access news through online platforms, television, and radio, which are more accessible and convenient.
As of 2023, approximately27% of Jamaicans watched free-to-air television. Among these viewers, news programming was the most-watched content category, with 80% (of the 27%) respondents indicating they watched news on local free-to-air television. This suggests that approximately 21.6% of the Jamaican population regularly watched TV news broadcasts in 2023.
However, it’s important to note that these figures may not account for news consumption through other platforms, such as cable television, online streaming services, and social media, which have become increasingly popular. Therefore, the actual percentage of Jamaicans who regularly consume television news content across all platforms may be higher.
News Consumption via Social Media
Social Media Overtaking Traditional News Sources
Dominance of Social Platforms: Surveys show that social media has become the most popular source of news for Jamaicans in recent years. By 2020, about 39% of Jamaicans primarily used social media to get news – making it the dominant form of media consumption, even rivaling traditional outlets. A 2022/23 research study found social media was the top news source across nearly all demographics (except among the highest-income and Kingston residents). This marks a major shift from past decades when television, radio, and newspapers were the main way people stayed informed.
Traditional vs Digital Reach: Traditional media still reach significant audiences but have seen declines. For example, in 2023 about 900,000 Jamaicans tuned in to radio (down ~10% since 2018), and roughly 763,000 watched free-to-air TV. Newspaper readership is even smaller (total potential readership ~350,000). In contrast, over 1.5 million Jamaicans (55% of the population) are active on social networks as of 2025. This gap highlights how digital platforms now surpass traditional channels in sheer audience size for news delivery.
Platform-by-Platform: YouTube, Instagram, Facebook, TikTok
Facebook:
Facebook remains one of the most widely used platforms for local news updates. With an estimated 1.7 million Jamaican users (about 58% of the population) on Facebook, it has a broad reach across age groups. Observers note that Facebook is still the dominant social media platform in Jamaica, even as it faces growing competition. Many Jamaicans follow news pages, watch live newscasts, and discuss current events on Facebook, especially those in older demographics who were early adopters of social media.
YouTube:
YouTube is also a major source of news and information in Jamaica. Local television stations and media houses stream news bulletins and talk shows on YouTube, and independent vloggers cover Jamaican news topics. While exact percentages are hard to pin down (due to many accessing YouTube via its mobile app), data on web traffic suggests YouTube accounts for around 5% of Jamaican social media site visits. This likely understates its true usage – YouTube’s ease of access and video format make it a popular way to consume news on-demand (for instance, watching clips of Prime Minister’s speeches or community news reports at any time).
Instagram:
Instagram has become an important news source, particularly for younger Jamaicans. In early 2024 there were about 1.15 million Instagram users in Jamaica, roughly 40% of the population. Many Jamaicans follow news outlets, journalists, and community pages on Instagram to get local news through photos, short videos, and stories. About one-third of Jamaican teens/young adults report Instagram as a go-to platform for news updates (e.g. seeing headlines or live stories from events). Overall engagement with news on Instagram has been rising as the platform’s user base grows. In fact, by 2024 Instagram accounted for the largest share of social media usage in Jamaica (about 37–42% of social media traffic), indicating its strong role in content consumption, including news.
TikTok:
TikTok’s surge in popularity is a major trend in Jamaican news consumption. The short-form video app has rocketed in usage – projected to reach about 2.12 million Jamaican users in 2024 (approximately 75% of the population). Initially known for entertainment, TikTok is now used by many young Jamaicans to catch news snippets and commentary. Local journalists, influencers, and even police/government agencies have started using TikTok to share news and public information. While data is still emerging, one report noted “TikTok has surpassed Meta platforms…to secure itself as the most widely used social media app in the country.” Its personalized algorithm means that many users encounter news content organically (e.g. trending stories, citizen journalism videos) on the app. TikTok remains especially popular with the under-30 demographic, complementing how they get news beyond traditional newscasts.
Trends & Demographics
Youth vs. Older Audiences:
Young Jamaicans are driving the shift to social media for news. Under-35 users are far more inclined to get news via Instagram, TikTok, YouTube, and WhatsApp, whereas older Jamaicans still rely more on traditional media and official sources. For instance, a national survey during COVID-19 found that younger adults overwhelmingly got information from social media and messaging apps, while senior citizens tuned in to TV/radio or official government updates. This generational divide suggests social platforms will continue to grow as a news source as digital-native cohorts age.
Rapid Growth:
Overall social media use in Jamaica jumped by +16.7% from 2021 to 2022 and platforms like TikTok (and to some extent Instagram) have seen explosive uptake. This means a higher percentage of Jamaicans are getting at least some local news via these apps year over year. YouTube and Facebook usage have grown more gradually or plateaued, but remain high. The trend is a diversification of news sources – people might watch the evening news on TVJ, but also scroll Facebook for community news, check Instagram stories for on-the-ground event coverage, and see what’s trending on TikTok.
Comparison with Traditional Media:
Traditional outlets still play a crucial role, especially for in-depth reporting and trustworthy coverage. Surveys indicate many Jamaicans view legacy media (TV, radio, print) as more credible even if they consume it less frequently. Veteran journalists have cautioned against abandoning traditional media, noting that social media can be an “information jungle” – they urge maintaining strong TV/radio/newspaper journalism until online information becomes more reliable. Interestingly, even as overall trust in news increased to 44% during the pandemic (according to the Reuters Digital News Report), trust gaps remain: Jamaicans tend to trust news they hear on reputable radio/TV more than a random social media post. This has led to calls for media literacy, so citizens can better vet news on social platforms and not fall for misinformation.
In summary, a majority of Jamaicans now get their local news through social media – with Facebook, YouTube, and Instagram being major channels and TikTok rapidly catching up. These platforms are especially dominant among youth and have seen huge growth over the past 2–3 years.
Demographically, older and wealthier Jamaicans still consume more traditional news, but even they often supplement it with social media. The rise of social networks for news is reshaping Jamaica’s media landscape, challenging traditional outlets to adapt. Nonetheless, TV, radio and print remain important for a sizable segment (hundreds of thousands of people) and are often seen as sources of record to verify the fast-moving stories that bubble up on social feeds. Going forward, the trends suggest digital media – and particularly interactive, video-centric platforms – will continue to grow as key gateways to news for Jamaicans, bridging information access across the population.
Sources
- Jamaica All Media Survey / UNESCO Media Viability Study (2020–2022) – showing social media surpassing traditional media for newsunesdoc.unesco.orgunesdoc.unesco.org.
- DataReportal Digital Jamaica Reports (2022–2025) – internet and social media penetration figuresdatareportal.comnapoleoncat.com.
- Jamaica Gleaner & Observer reporting – insights on platform popularity and expert commentaryjamaica-gleaner.commplusltd.com.
- Our Today News (Mar 2024) – TikTok usage statistics in Jamaicaour.today.
- Jamaica Information Service (STATIN survey) – demographic differences in COVID-19 info sources (proxy for news)jis.gov.jm.
- Marketing Plus (2023) – traditional media reach data (radio, TV, newspapers)mplusltd.comdancehallmag.com.
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Until then, may you continue forward with curiosity and grace
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