Broadcasters must adapt fast to keep Gen Z engaged in news

As the first generation born into a fully digital world, this age group according to a new global study is no longer interested in traditional news formats where dynamic on-screen graphics are underutilized.

The research shows a stark shift to social-first content formats, with the majority of Gen Z now opting to consume news on social media; with Instagram (60%), TikTok (38%), and Facebook (38%)2 identified as the most popular sources for keeping up to date with news and current affairs.

The intensity of news cycles, volume of negative stories and a growing loyalty in social first news brands are also broadly cited 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. 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,” says Ulrich Voigt, Global Head of Product Management, Vizrt.

On-screen graphics considered essential for broadcasters
The global report of thousands of UK and US respondents commissioned by Vizrt examined how Gen Z consumes news in comparison to other generations and revealed a significant reliance on on-screen graphics among the younger generation.

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 (51% Gen Z vs 42% average) read data clearly (48% Gen Z vs 46% average), and receive additional information not otherwise shown on screen (54% Gen Z vs 50% average).

Gen Z demands social-first formats
Despite Gen Z opting to consume news content on their phones, broadcasters are yet to adapt to meet their digital needs.

Over half (56%) of those aged 18-25 find it challenging to watch content in this format due to horizontal content not being adapted for vertical viewing.

Another issue faced by almost half of respondents (45%) is the lack of on-screen graphics when watching content on the go.

Vizrt reveals its research on the newsroom consumption habits of Gen Z and millennials after sharing research on the changing viewer habits of Gen Z and millennial sports fans earlier this year.

The main findings of both studies prove that social media consumption via mobile phones is on the rise, and attentions are won over with engaging visual graphics regardless of demographic, whether it is news or sports. Sports Video Group