Engaging Gen Z is vital to the long-term stability of the news industry and to sustaining an informed public. A new Reuters Institute report distills research on people aged 18-24, tracking how their news habits and expectations have evolved. Drawing on 12 years of qualitative and quantitative data, the report shows how varied and complex young adults' engagement with news has become and offers practical guidance for media leaders seeking to connect with the next generation.

Social platforms are the gateway to news for Gen Z

The research confirms that social and distributed environments dominate how young people encounter news. TikTok, Instagram, and YouTube now play a larger role than Facebook in news discovery. Only 14% of those aged 18-24 go directly to news sites, while 40% mainly access news through social media.

The implication is not simply about presence on these platforms, but about behavior within them. News organizations need to treat social platforms as a primary point of contact, which requires content designed for how those platforms function. That includes format, pacing, tone, and the expectation that users are encountering news alongside other types of content.

For young audiences, social platforms unavoidable points of entry. However, strategies that rely solely on driving traffic back to owned properties are less effective in engaging these audiences. The challenge is to use platforms to deliver great experiences independently, while creating clear pathways to direct engagement and monetization.

Format expansion requires deliberate choices

Young audiences are increasingly watching and listening to news, but this does not replace reading. Among those aged 18-24, 42% prefer to read news online, compared with 32% who prefer watching and 16% who prefer listening.

For publishers, this requires maintaining strong written coverage while also expanding into audiovisual formats. Short-form video, vertical formats, and platform-native storytelling are becoming standard expectations. These formats need to be developed as core editorial products rather than adaptations of existing content.

The report also points to the importance of presentation. Conversational tone, clear structure, and visual storytelling all contribute to whether content holds attention in competitive feeds.

Relevance and clarity drive news engagement for Gen Z

Many young people describe news as depressing, irrelevant, or difficult to follow. These perceptions contribute to avoidance, even though overall levels of news avoidance are similar across age groups.

This creates a clear editorial challenge. Coverage needs to be easier to navigate and more directly connected to everyday concerns. Approaches such as explainers, contextual framing, and "what it means" formats help reduce complexity. Including a mix of positive and negative stories can also address the perception that news is overwhelmingly negative.

Content priorities may also need to broaden. Younger audiences show greater interest in entertainment, wellness, science and technology, and practical information. Expanding coverage in these areas can increase relevance without displacing core reporting.

Personality-led content shapes connection

Reuters' report highlights a shift toward personality-led content. Younger audiences often respond more strongly to individual voices than to institutional brands.

For publishers, this points to the need to invest in journalists as visible, distinct voices. Encouraging reporters to build followings, developing in-house creators, and collaborating with external creators can extend reach and deepen engagement. The emphasis is on credibility expressed through voice and perspective, not just brand identity.

Representation and trust require attention

Trust gaps between younger and older audiences are relatively small, and perceptions of fairness in news coverage are broadly similar. At the same time, younger people are more likely to feel underrepresented or treated less fairly, with this sentiment particularly strong among young women.

Addressing this requires changes in both staffing and engagement. Hiring more diverse journalists, creating youth advisory structures, and incorporating audience feedback into coverage can help close the gap between perception and intent.

AI is already part of the news experience

Young audiences are experimenting with artificial intelligence as a way to understand the news. Many are open to its use in journalism, particularly when it helps explain complex topics.

This creates an opportunity for publishers to develop AI-supported tools that improve information accessibility. Potential applications include personalized explainers, chat-based navigation, and features that break down complicated stories into more manageable parts.

Business models need flexibility

Lower brand loyalty and lower willingness to pay among Gen Z require a broader approach to revenue. Micro-subscriptions tied to specific interests, membership models built around community, and revenue from events or creator partnerships are all areas to explore.

The report also suggests that value may be tied less to access and more to participation and connection. This has implications for how products are structured and how audiences are engaged over time. Media companies must convert distributed attention into direct relationships, relevance, and sustainable revenue.

Younger audiences are not disengaged from news. They are engaging on terms shaped by the platforms, formats, and expectations that define their daily media use. For publishers, the challenge is to translate that engagement into something durable: relevance, trust, and direct relationships that extend beyond platform environments. Those that succeed will be better positioned to sustain both audience and business over time.