The news may have started as a print business, but over time, it’s morphed into television, radio, and all things digital. In fact, The New York Times derived more than 66% of its subscription revenue from digital subscribers in 2023; up from just 38% five years earlier.

It’s clear that the news industry has already made strides in adapting to this ever-changing landscape, but what remains unknown is how it will be able to continue catering to social media-focused Generation Z. The traditional news industry as it was once known no longer exists and shifts in consumer behavior continue to accelerate. Thus, news organizations’ future success is rooted in their ability to reach younger generations.

The high cost of news

In the past, the news could more readily gain viewers and readers because of lower costs. In the 1830s, for example, the penny press enabled newspapers to cost one cent, making them accessible to everyone.

Yet, as time has passed, print newspapers have become incredibly expensive, which is a substantial barrier to modern-day news consumption. In 2019, a seven-day print subscription to The New York Times added up to more than $1,000 per year in parts of the U.S., a Boston Globe subscription cost about $750, and a Washington Post subscription cost about $650.

Trust factors

Another barrier the news industry has faced when trying to connect with young audiences is a lack of trust. Although the news is more regulated now, the number of Americans with a “great deal” of trust in mass media tanked from 72% in 1976 to 31% in 2024, as shown in the below graph. This is compounded by the growing reality that audiences trust inflencers more than media brands.

These staggering numbers are not to say that a handful of major news organizations haven’t done well financially over the last few years, though. Both Fox and The New York Times, for example, have seen steady increases in revenue.

Although major news companies have implemented several measures aimed at younger generations and experienced modest audience growth, the lack of engagement remains a significant concern. That’s because more and more young adults are turning to influencers for their news. In fact, nearly 40% of American adults under the age of 30 say they regularly get their news from social media platforms.

Strategies for engaging young audiences

To appeal to Generation Z, news organizations must shift their current tactics to align with the interests of younger audiences. That means changing how and where they are disseminating information and finding new ways to be engaging, whether it’s through social media, podcasts, or influencers. Gen Z’s changing of the news landscape also sends a critical message to media organizations, which is that adapting is the only way to stay relevant.

Work with news sources they already trust

To attract and engage younger audiences, it is crucial that news outlets actively work with young voices, such as influencers and podcasters. Given that 61% of Generation Z and millennials trust content creators, as shown in a survey by business intelligence firm Morning Consult, their voices are critical.

Having popular social media personalities who make news-related content interview journalists

could extend these influencers’ trust to media brands. This is because using an outside source who has already garnered trust with their viewers could help make the associated news brand appear more credible. Since the ideal way to reach Generation Z is through authenticity, it is best to go directly to the people they find most authentic: content creators.

Podcasts are another popular commodity, especially among Gen Z; 47% of the generation are monthly podcast listeners. They’ve become so popular that they are now powerful vehicles for campaigning in the political world. With Vice President Kamala Harris appearing on Call Her Daddy, a popular podcast among Gen Z, and now-President Donald Trump going on Generation Z star Logan Paul’s Impaulsive podcast last year, it’s clear that the mainstream news is not the only way of spreading the word anymore, especially to young audiences.

Some newspapers have implemented daily news podcasts, such as NPR’s 10-minute-long morning show known as Up First from NPR, which gives listeners a synopsis of the day’s most important news. The New York Times recently launched its own audio app – enabling it to engage within its own ecosystem and further monetize audiences. Strategies like these are crucial in transforming the current news industry to keep up with younger generations, where the preference is for content that is engaging and easy to follow.

Engage via the formats and platforms they enjoy

Another potential reason for this generational disconnect could be the lack of presence of top news broadcasters — such as America’s Robin Roberts and NBC’s Lester Holt – on TikTok, despite having hundreds of thousands of followers on X and Instagram. Given that 52% of TikTok users get their news from the platform, one has to wonder why traditional media doesn’t have a stronger presence on this platform, especially given its current popularity and that of of news influencers. By having anchors use TikTok (and always keeping an eye on the platforms that are popular with young people), news organizations could better connect with their audiences.

Consider Dave Jorgenson, for example, who is the face of the Washington Post’s TikTok. He takes a comic approach to relaying the news by using skits. That’s given massive success to the media brand, which has over 1.8 million followers on the platform and is now more recognizable to younger audiences. Although there is the possibility of these news figures coming off as “cringey,” TikTok is a unique opportunity for more authenticity to come through – which is key to attracting young viewers. (And again: It can be helpful to work with young, popular figures on these platforms.)

Generation Z’s consumption habits have already drastically changed the way that news is consumed – and the media industry must continue to evolve in response. Nowadays, as shown by consumption habits, the news is about so much more than the information being provided: it’s about who’s telling it and how. So, it is important that news organizations find a way to earn Gen Z’s trust by engaging with them on their own terms.