Major news brands are likely not working aggressively enough to align their current distribution strategies with Gen Z’s latest news consumption habits, writes media and entertainment analyst Kevin Tran
Getty Images / Morning Consult artwork by Chloe Phan
By Kevin Tran
August 23, 2022 at 5:00 am ET
Gen Zers are less likely than their older counterparts to be aware of or have favorable views toward major news brands. There’s an opportunity for brands to win over these younger consumers by ramping up content distribution on YouTube and taking a more innovative approach with discovery through Instagram and TikTok.
The biggest news publishers have an evergreen goal to reach more younger consumers. The New York Times and The Wall Street Journal are working to address their aging bases, while The Washington Post established a task force to bring in a more youthful readership and the massive publisher podcast boom began in part because podcasts represented a relatively untapped channel for reaching younger consumers. Meanwhile, media conglomerates like Comcast and Paramount have long been working to boost news offerings on their video streaming products to soften the blow from the growing number of cord-nevers (primarily Gen Zers and millennials) who can’t access broadcast news networks on traditional TV.
But news brands may not be going far enough: New Morning Consult research shows that Gen Z adults tend to be much less aware of major news brands than the general population.
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