News publishers playing catch-up with Gen Z audiences
Social media has disrupted Gen Z’s relationship with news media, forcing publishers to adapt content and business models to maintain relevance.
Gen Z has a different relationship with news than previous generations, getting most of its news via social media rather than directly from publishers. Young consumers start their news journeys on social platforms and have less loyalty to publications.
The Edelman Trust Barometer 2023, Ofcom News Consumption 2023 report, and Reuters Digital News Report 2023 all report a decline in trust in news media, especially in social media news. This decline is most pronounced among Gen Z audiences.
Despite low levels of trust social media remains Gen Z's primary news source, highlighting the risk of echo chambers and the misinformation risk.
These are the headlines of a new study - What does news media mean to Gen Z - by Rebecca Roberts, founder of Thread & Fable, an agency that specialises in youth audiences. The work was funded and published by the CIPR Research Fund.
Rebecca investigated the news media habits and preferences of Generation Z (born 1997-2010) in the UK. The study is based on a review of existing industry studies, interviews with industry experts, and a survey of more than 1,000 young people.
The project aimed to understand the impact of changing consumer behaviour on news publishers. It also provides useful insights for any organisation seeking to engage Gen Z.
The study found that Gen Z wants a broader range of lighter, entertaining news alongside serious content. They consider more topics "newsworthy" and influencers credible news sources.
Opportunities exist for publishers and organisations with owned channels to tailor content, channels and communities to Gen Z's interests. Publishers are evolving news formats for social media, using more video, younger presenters, and optimised content styles.
Gen Z wants more interactive, personalised, and representative news experiences overall. Podcasts and messaging apps are growing for news.
The report highlights significant risk issues for the future of news. Monetising content remains a challenge. Younger audiences are less likely to pay for news subscriptions, threatening the funding of quality journalism.
Public service broadcasters and traditional news brands engage less with Gen Z audiences, risking future relevance. Individual influencers and new start-ups could displace established news brands' role and credibility with emerging generations.
