No trade-offs between news and entertainment: Evidence from online engagement data

In today’s high-choice media environment, some scholars are concerned that people selectively consume media content based on personal interests and avoid others, which might lead to audience fragmentation across different content genres. Individually, there might be trade-offs between those genres, especially entertainment versus news. This study analyzed a large user engagement dataset (~40,000 users’ comments) collected from the Chinese information application Toutiao, one of the most popular information distribution platforms in China. The results showed that (1) the commenters were not fragmented between content genres, and (2) the users’ news engagement was positively associated with their entertainment engagement. The findings indicate that the availability of high media choices will not reduce the news engagement of those who have strong interest in entertainment. Instead, news engagement might increase alongside the augmentation of the sum of information engagement. Finally, we discussed the differences between relative news engagement and absolute news engagement.