Pulse Tasmania has been named the state’s leading commercial news outlet in a new media consumption survey by Tasmanian research firm EMRS.
The Tasmanian News Media Survey 2026, jointly commissioned by EMRS and Pulse Media Group, polled 1,000 Tasmanians and found online has overtaken television as Tasmanians’ top news source for the first time.
With respondents able to nominate up to three preferred platforms, some 60% said they now prefer online sources (social media combined with news websites and apps) – overtaking television on 56%.
Across all media platforms, Pulse was the commercial outlet Tasmanians said they turn to most, on 31% ahead of Channel Seven on 28%.
Among the 56% who named TV as a go-to source, Channel Seven was the clear favourite on 51%, ahead of the ABC on 35%. Nine (WIN News) trailed well behind on 7%, with Sky, TEN and SBS each on 2% or less.
For the 20% who still reach for a hard-copy newspaper, The Mercury led statewide on 40%, followed by The Examiner on 30% and The Advocate on 24%
The ABC was the most preferred news outlet overall at 86%, driven by its multi-platform approach including its various TV, radio, website, app and social media channels.
Pulse was the second most preferred outlet overall in the state and the top commercial outlet, with its audience spread across its website, app and social media.
Pulse Tasmania managing director Josh Agnew said the result was a “defining moment for Tasmanian media”.
“This is a survey about preference – the outlets Tasmanians actively choose and rely on, not simply what passes in front of them,” Agnew said.
“There’s a real appetite in Tasmania for news that’s genuinely local and Tasmanians have chosen Pulse as the commercial outlet they trust most to deliver it.”
Agnew said it is a remarkable result for a locally owned, independent company that only launched in 2020.
“While Pulse dominates by a large margin in the 18-44 age group, we remain the leading commercial outlet for older Tasmanians too,” Agnew said.
Pulse now reaches more than 200,000 Tasmanians every day across its website, app and social media platforms.
According to social media analytics company Rival IQ, Pulse generates over 580,000 social media engagements each month – 4.6 times the Tasmanian news media average.
On social media, Pulse was ahead of the ABC as the clear overall leader for Tasmanians aged under 50 seeking trusted news content.
Pulse was the preferred outlet for 32% of Tasmanians aged 18-34, ahead of the ABC on 26% and The Mercury on 8%.
Pulse was 10% ahead of the ABC in the 35-44 age group – with Pulse sitting at 32% vs the ABC’s 22% and The Mercury’s 11%.
The social media race narrowed in the 35-44 age group, with Pulse leading the ABC 28% to 27%, while ABC reached #1 overall for Tasmanians 55+.
The results of the survey were revealed on the Tasmanian political podcast Poll Position today, which is sponsored by both EMRS and Pulse Tasmania, where co-host Alex Johnston highlighted Pulse’s dominance – saying the outlet had built a strong reputation quickly.
“Pulse has almost become shorthand for being in the media,” Johnston said.
“You hear people say, ‘oh, that’ll end up on Pulse.’ They’ve done a very good job of making themselves right in the thick of things.”
Johnston, who was previously news director at WIN News Tasmania and now works in corporate communications – including as a contributor and consultant for Pulse and WIN, said Pulse’s success appeared to be driven by not getting “too cute with things”.
“It’s not clickbaity … you get the story in the headline,” he said.
Agnew said the result only reinforced Pulse’s commitment to its readers, including a pledge to remain free to read.
“Local news should be accessible to every Tasmanian, not just those who can afford a subscription,” he said.
“We’re a proudly Tasmanian, independent company telling Tasmanian stories and we’re just getting started.”
The survey was conducted from May 11 to 13 by telephone and online among Tasmanians aged 18 and over, with a margin of error of 3.1%.
