A new report from Vizrt suggests Gen Z (11-26 year olds) are moving away from traditional broadcast to social media for their news.
According to the research, the majority of Gen Z now opting to consume news on social media; with Instagram (60%), TikTok (38%), and Facebook (38%) identified as the most popular sources for keeping up to date with news and current affairs.
The report also cites the intensity of news cycles, volume of negative stories and a growing loyalty in social first news brands as reasons behind the significant shift in viewing habits.
“Our research highlights the importance of real-time data and on-screen graphics in retaining Gen Z and futureproofing newsroom content creation,” said Ulrich Voigt, global head of product management, Vizrt.
“Content creators, traditional broadcasters and newer online news outfits must adapt to meet the evolving needs of news consumers as each generation becomes more digitally advanced. Immersive storytelling with AR and XR can quickly and easily break down barriers to news accessibility and drive audience engagement.”
The report adds Gen Z is twice as likely to pay attention to content with on-screen graphics in comparison to other generations (31% vs 14% average of other generations), helping them to understand complex stories, read data clearly, and receive additional information not otherwise shown on screen.
Over half (56%) of those aged 18-25 said they find it challenging to watch content from traditional broadcasters due to horizontal content not being adapted for vertical viewing.
The full report is available to read here.
