Apple News iOS 10 update major driver of traffic to The Telegraph, users more engaged with content

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Apple News is proving to be a success story for venues fully invested in it, with The Telegraph seeing readers coming from the service spending more time on articles, and greater numbers of articles read per user.

"Apple News consumers are proving to be a rich part of the funnel driving into our owned and operated platforms," said Robert Bridge, chief customer officer at The Telegraph Media Group in an interview with Digiday. "And that's the hope, right? That you extend your reach through these products, then you migrate the audience into your core products."

While The Telegraph has been involved in Apple News since the September 2015 launch of the service, an increase in readership has been dramatic since the iOS 10 update.

"The main growth has been driven by the iOS 10 update and a combination of our new strategy," said Bridge. "In the modern age, people look to consume content through notifications. That doesn't mean they will always open them and click through."

The largest change for readers was the Apple News redesign in iOS 10. First shown at the 2016 WWDC, iOS 10 emphasizes individual stories and breaks articles into clear sections, including Top Stories, Trending, and topics based on the user's preference.

The iOS 10 update also introduced subscriptions, allowing users to read entire issues of publications.

The Telegraph publishes approximately 240 articles per day — about 80 percent of its overall content. The remainder is for paid subscribers.

Bridge notes that 65 percent of readers who use the outlet's app who were referred by Apple News return to the app more than five times a month.