Login
close
Login is restricted to DCN Publisher Members. If you are a DCN Member and don't have an account, register here.
Search

Digital Content Next

Menu

Articles by: "Rande Price, Research VP – DCN"

-anxious consumer considering cost of streaming services and tiers-
Audiences | Industry-Research | Video

Price fatigue fuels shift to bundled, Ad-backed streaming 

The streaming landscape continues to evolve, with viewers increasingly leaning into affordability and simplicity over sheer volume of content. Rising prices and a growing number of services are driving many consumers to explore lower-cost, ad-supported options. These shifting preferences are prompting media companies to adjust their monetization strategies to balance subscription income with advertising revenue.  

Hub Entertainment Research’s latest Monetizing Video study report shows that price fatigue is real. Hub reports that viewers are increasingly tolerant of ads, especially when this option provides cost savings. They also find that consumers are choosing bundling offers that deliver the right mix of services and features, and – for the right services – subscribers will stay engaged and loyal. 

Consumers’ streaming spend nears the limit 

Hub’s data shows that the average consumer spends $83 per month on TV services. When researchers ask respondents about their ideal spending level, they say they feel comfortable spending up to about $86. Those who pay for three or more services already exceed their comfort zone and show little willingness to add more.  

-chart showing consumers' average monthly spend on streaming services-

This mirrors findings from Kantar’s Q2 2025 Entertainment on Demand report, which notes that U.S. streaming households are adding services at the slowest pace in three years, with growth driven primarily by price promotions or bundled offers. Similar trends appear in Deloitte’s Digital Media Trends study, where 47% of consumers say rising subscription costs have prompted them to cancel at least one service in the past six months. 

Bundles boost loyalty and reduce churn 

Hub’s research finds that new streaming bundles, such as Disney+ with Max or Hulu paired with Disney+, dramatically improve loyalty. Forty-two percent of users report they are much more likely to keep bundled services compared to subscribing to the same services separately. 

And, echoing what we found in DCN’s Subscription Tracking Report Q2 2025, the bundling trend is only increasing, especially in SVOD, digital news, magazines, and audio. Fifty-seven percent of subscribers now subscribe to at least one bundle. Bundles offer the perception of savings, simplify subscription management, and make it a more difficult consideration for viewers to churn.  

What viewers value most in streaming services 

To identify what drives value perception, Hub asked respondents to rank 16 different service attributes. “Low price” still tops the list, which is unsurprising. However, several shifts stand out from last year’s rankings: 

  • Binge-watching full seasons is important, a feature Netflix helped popularize, and competitors now match. 
  • Tolerance for ads is increasing. The importance of “no ads” as a top feature is declining as more viewers embrace free, ad-supported options like Tubi, Roku Channel, and YouTube. 
  • Live sports are gaining ground in perceived value, reflecting the migration of sports rights from traditional TV to streamers. 
  • Access to new theatrical movies is less critical than in previous years, with audiences leaning into original series instead. 
  • Choice of plan tiers matters less than it did in 2022, as consumers gravitate toward simplified bundles. 
-chart that looks at consumer opinions of perceived value in streaming services-

Ad-supported models gain ground 

Hub’s findings on ad tolerance dovetail with broader market data. An Ampere analysis reports that ad-supported tiers from Netflix and Disney+ outperform early expectations. These streaming services attract cost-sensitive subscribers while keeping them in their ecosystem.  

The takeaway for streaming services 

Industry implications:  

  1. Keep pricing pressure in check, monitoring when consumers are at their limit. 
  1. Lean into bundles that combine complementary services and simplify billing. 
  1. Highlight evergreen value drivers like low price, unlimited access, and binge-worthy content. 
  1. Expand ad-supported options that balance affordability with strong programming. 

For viewers, these trends promise more manageable bills and fewer subscription headaches. For streamers, bundling and ad-supported strategies offer a path to stable revenue without alienating customers already stretched thin. 

The streaming era may be maturing, but it is not slowing down. Price sensitivity is impacting consumer behavior. Therefore, value-added bundles and adaptable pricing models keep the relationship between viewer and streamer strong. 

--news app icons on an iphone to illustrate publisher apps-
Audiences

Publishers bet big on mobile apps 

The digital publishing landscape changes rapidly, which requires publishers to rethink where and how they reach their audiences. And right now, mobile apps have moved to the fore.  

For years, social media and search engines drove discovery, consistently directing traffic to publisher websites. However, in 2024, Meta shut down the Facebook News tab in the US and UK, leading to a sharp decline in referral traffic from the platform. X, formerly known as Twitter, completely deprioritized links, removing headlines and thumbnails. Meanwhile, Google introduced AI Overviews, which push publisher content further down the results page and replace links with AI-generated summaries that answer user questions directly. 

As these pathways to audiences lose effectiveness, publishers are increasingly focused on channels they own and can control. And, in alignment with that, the Pugpig Media App Report 2025, finds that mobile apps now play a central role in building strong, lasting relationships with readers. With social and search traffic on the decline, apps give publishers a way to take back control of their audience relationships—and to deliver better, stickier user experiences in the process. 

Apps offer control 

Unlike third-party platforms, apps provide publishers with full control over consumer experience, data, and monetization. Pugpig’s benchmark data, drawn from 135 publishers and 400 apps, shows they perform exceptionally well in engagement. Day-one retention rates average 71%, nearly three times the global average, and 30-day retention reaches 46%, six times the norm. Apps with rich content features such as games, audio, and video perform even better. 

-in app purchases as part of publisher revenue strategies-

Today’s media apps are more than just digital versions of print publications. Nearly three-quarters now publish content daily. Many feature spoken articles, podcasts, vertical videos, puzzles, and other interactive elements to engage users. Games are becoming highly influential. On average, users who play games within publisher apps play 37 times a month, and in some cases, over 100 times. Meanwhile, audio content, especially text-to-speech articles enabled by generative AI, is rapidly growing. Users who engage with audio spend nearly twice as much time in the app compared to those who do not. 

New revenue strategies 

In addition to bolstering direct audience relationships, the report finds that apps also help publishers evolve their revenue strategies. With advertising under pressure and print circulation in long-term decline, many publishers now focus on reader revenue, including digital subscriptions and in-app purchases. The Financial Times, for example, reports higher conversion and retention rates after adopting native in-app subscriptions.  

Meanwhile, recent U.S. court rulings allow publishers to offer subscriptions outside of the App Store, bypassing Apple’s commission. While these external flows come with some friction, they give publishers more control over pricing, promotions, and user data. 

Publisher apps improve personalization 

The Pugpig report also highlights a clear shift toward personalization among publisher apps. For the third year in a row, personalization ranks as publishers’ top innovation priority. Half of those surveyed now offer some form of personalization, ranging from custom homepages to targeted push notifications.  

AI plays an increasing role in delivering these experiences, making it easier to recommend content and tailor the app to each user’s preferences. Not all publishers agree on how to use personalization. Some express concern that it can feel impersonal, but many are finding success by combining algorithmic recommendations with editorial curation. 

-personalization as part of publisher apps-

Real-world examples throughout the report show how publishers are applying these strategies. The New York Times built a portfolio of dedicated apps, such as NYT Cooking, Games, and Audio, to boost engagement and unlock new subscription opportunities. The Baltimore Banner added vertical video to its app, which now drives higher engagement. Stylist launched a premium VIP membership in the app, giving users access to exclusive content and community experiences. Runner’s World built an interactive “training companion” that guides runners through personalized workout plans. 

Across the board, publisher apps aren’t just a digital add-on; they’re becoming a crucial part of the media industry. They provide a way to build direct relationships, offer personalized experiences, and support various revenue streams. The most successful apps, according to the report, are those where publishers make significant investments editorially, technically, and strategically. 

-DCN 2025 Digital Subscription Tracking Report-
DCN-Research | Research | Revenue

Q2 2025 Digital Subscription Tracking Report

DCN members can access after logging in, or registering an account (top right corner). Once logged in, a download button will appear.

DCN’s Digital Subscription Tracking Report for Q2 2025 data shows that the overall U.S. digital subscription market is in a stable, mature phase, with 92% of households subscribed to at least one service across the seven digital categories measured. However, shifting consumer preferences and pricing strategies continue to shape the competitive landscape across digital subscriptions, streaming, publishing (newspapers and magazines) and audio.

The average number of subscriptions per household dipped to 7.4 (from 7.8 a year ago), driven largely by a decrease in ad-free SVOD services. Still, total monthly household spending increased, reaching $149.64, up more than $5 year-over-year, driven by price hikes, particularly in vMVPD segment.

Key highlights:

  • SVOD still leads the subscription market, with 92% of households subscribed to at least one service, though ad-free options lost share to ad-supported alternatives, now making up 46% of all SVOD subscriptions.
  • Bundling continues to rise, especially in SVOD, digital news, magazines, and audio—57% of consumers now subscribe to at least one bundle.
  • Digital newspapers declined slightly, reaching 22 million households, while digital magazines held steady, with 28% of households subscribing. Among digital magazine subscribers, 27% accessed content through a bundle.
  • vMVPD subscriptions held steady at 39 million, even as monthly fees jumped from $75.50 to $84.30.
  • Digital audio subscriptions dipped to 54%, down from 57% a year ago.

These shifts signal a more intentional approach to digital media consumption, with consumers actively managing costs while still prioritizing content access. In a competitive market, value-driven choices, like bundling and ad-supported options, are redefining how households engage with subscription services.

DCN members can access after logging in, or registering an account (top right corner). Once logged in, a download button will appear below this text.

---cheering fans enjoying live sports streaming ---
Industry-Research | Video

Streaming live sports: rights, revenue, and roadblocks

Live sports are undergoing a seismic shift, transitioning from traditional broadcast and cable to a fragmented digital streaming landscape. This transformation promises new revenue opportunities for leagues and media companies. However, it also disrupts everything from game delivery to how fans find and experience their favorite sports events. As rights deals spread across platforms and viewer expectations rise, the sports media landscape faces pressure to innovate and keep pace with a rapidly changing playbook.

Who Is watching and how

According to new research from Parks Associates, 43% of U.S. internet households consider themselves Sports Viewers. Of these, 40% watch sports exclusively through streaming platforms, including subscription video-on-demand (SVOD) services, direct-to-consumer (D2C) league apps, and virtual multichannel video programming distributors (vMVPDs) such as YouTube TV. Another 30% combine streaming with traditional TV or antenna-based access.

Sports Viewers spend more on streaming than non-sports fans. Those subscribing to D2C sports apps spend an average of $111 per month across services. The average for Sports Viewers overall is $88, compared to $64 for those who avoid sports content entirely.

Challenges with fragmentation and discovery

Sports programming airs across platforms as leagues strike deals with multiple platforms. Viewers often need multiple subscriptions to watch games across different conferences, leagues, or even within a single sport’s season. Thirty percent of Sports Viewers report being unable to access games because they do not subscribe to the required service.

This frustration compounds as content discovery remains inconsistent. It’s often unclear where a game is airing, on a streaming app, a linear channel, or both. Digital antennas are making a comeback and they offer free access to select games. Approximately 20% of sports viewers use digital antennas today.

Current sports rights landscape, who owns what?

Compounding the complexity is the fact that live rights are spread across multiple platforms and formats:

  • NFL: Broadcasts are distributed across CBS, FOX (including Tubi for highlights), NBC, Peacock (for Sunday Night Football and select exclusive games), and ESPN. Amazon Prime Video holds exclusive rights to Thursday Night Football. YouTube TV now carries the NFL Sunday Ticket package.
  • NBA: Beginning with the 2025 season, the NBA has a new 11-year deal with Disney (ABC and ESPN), Comcast, and NBCUniversal (NBC and Peacock), as well as Amazon Prime Video.
  • NHL: ESPN and ABC, along with TNT (a Warner Bros. Discovery property), currently hold NHL rights, which include both streaming and traditional broadcast components.
  • College Football: Major networks, including ESPN, FOX, CBS, and NBC, share rights across various conferences. Peacock streams select Big Ten and Notre Dame games.
  • March Madness (NCAA Men’s Basketball Tournament): CBS and Warner Bros. Discovery’s Turner networks (TNT, TBS, and truTV) share rights with streaming through March Madness Live and affiliated apps.

Technical hurdles: latency, buffering, and scale

Delivering live sports via the internet introduces technical problems. Streaming services must deal with latency (lag behind real-time action), buffering (playback interruptions), and scalability (serving millions of concurrent users without crashing).

During Super Bowl LIX in 2025, Tubi had the lowest delay among streamers at 26 seconds, while Fubo lagged by 78 seconds. These variances reflect the trade-offs each platform makes between video quality, compression, and speed.

Advanced video codecs such as H.265 (HEVC) and the newer H.266 (VVC) are gaining adoption to reduce file sizes and improve video delivery. However, many devices still lack full compatibility with these codes, and widespread adoption remains limited.

Interactivity and viewer behavior

Interactive features, such as multi-game viewing, real-time statistics, and in-app betting, are emerging as key differentiators. Fifty-two percent of Sports Viewers use at least one interactive feature. Among viewers under 35, that number jumps to 80%.

Still, the use of interactivity is uneven. Only 19% of viewers place sports bets during a game, though interest rises among fans of MMA, boxing, and rugby. The majority of viewers, particularly older ones, remain focused on watching the live game itself.

Streaming is not a simple replacement for traditional sports television. It brings new opportunities for monetization and fan engagement. However, it also new layers of fragmentation, access challenges, and technical hurdles. While streaming continues to grow, the industry faces pressure to enhance delivery, simplify access, and cater to a broader and more diverse fan base.

---An empty office to imply disappearing local journalism---
Industry-Research | Research

Local journalism matters. And it’s disappearing fast

Local journalism is essential to the health of American communities. The American Journalism Project frames local news as a public good essential to democracy. It holds local officials accountable, informs residents about critical issues, and fosters a sense of connection and trust. Yet, as newsrooms close and resources shrink, many communities are left without a reliable source of local coverage, often referred to as the rise of “news deserts.”  

A new report from Muck Rack and Rebuild Local News offers a clearer picture of just how widespread this problem is today. The Local Journalist Index is the first county-by-county count of local journalists across all 3,141 U.S. counties. It maps out where journalists are still doing the essential work of community reporting and where they no longer exist. Muck Rack’s massive database of articles and contributors powers the analysis. In particular, it identifies which writers actually focus on local issues rather than simply reposting national news. 

Active journalists

This index goes beyond basic headcounts. It examines the number of local journalists actively contributing to news stories in each area and utilizes a unique metric called the Local Journalist Equivalent, or LJE. This method ensures that counties in metro areas, where news outlets often serve multiple regions, still receive proportional credit for their local coverage. The result is a more accurate snapshot of local news distribution.  

More than 1,000 counties across the U.S. do not have a single full-time local journalist. The report notes that when local news disappears, civic engagement drops and misinformation spreads more easily. Residents lose access to critical information about their health, safety, and local governance. Local journalism doesn’t just report on communities; it also fosters a sense of community.  

Geographical differences 

Some of the hardest hit areas may not be surprising. Rural counties across the Midwest and South show significant gaps in local coverage. Nevada ranks last in the number of journalists per 100,000 people. However, there are some bright spots as well. Places like Athens County, Ohio and Albemarle County, Virginia, benefit from the presence of nearby universities, where student journalists help fill coverage gaps. 

The index also reveals striking differences within states. For example, New York is home to some of the country’s most prominent newsrooms. Yet many counties outside the metro area show extremely low local journalist counts.  

To make the data more meaningful, the index adjusts for population size and accounts for rural, suburban, and urban community types. Whether you live in a small town or a major city, the shortage of trusted, local voices is a growing concern. 

Restoring local journalism  

Report for America is one initiative helping to rebuild local journalism by placing early-career reporters in under-covered communities. Launched in 2018, the program is placing hundreds of journalists in local newsrooms across the country. In May 2025, Report for America announced 107 new placements, bringing its active corps to 187. These journalists are covering critical local issues in areas that often lack reliable reporting, with many focusing on communities of color, rural regions, and immigrant populations. 

This first edition of the Local Journalist Index is a call to action. By showing where journalists are needed most, it offers a roadmap for funders, policymakers, and advocates working to rebuild local news. This report sheds light on where local journalism thrives and where it is faltering. The index reveals the stark situation for local journalism and should offer communities a powerful catalyst for change. 

__Happy man paying for streaming subscription __
Industry-Research | Research | Video

Streaming subscriptions stay strong amid economic concerns

Entertainment remains one of the most resilient categories in household spending, even as many Americans look for ways to cut back. From concerts and travel to dining out and streaming subscriptions, people continue to seek out experiences that bring joy, escape, and connection.

According to the U.S. Bureau of Economic Analysis, consumer spending on recreation services, including streaming, live events, and travel, grew by over 7% year-over-year in Q1 2025. This growth outpaced the overall increase in personal consumption, signaling strong demand for experience-based activities.

But strength in entertainment spending doesn’t mean consumers aren’t anxious. Inflation, recession fears, and rising prices are still top of mind. So, where do consumers draw the line, and what entertainment is worth the cost when budgets are tight?

New findings from Hub Entertainment Research show a notable increase in anxiety among consumers since late 2024, particularly about inflation and the risk of recession. This economic unease is prompting many viewers to reassess their spending on entertainment. Yet, unlike concerts, theme parks, and other one-time events, TV and streaming subscriptions appear relatively resistant to budget cuts and cancellations. Streaming’s staying power comes down to perceived value. Aside from vacations, TV and movie streaming rank above all other entertainment alternatives.

Price sensitivity for streaming subscriptions

Nearly nine in 10 viewers now say subscription prices are increasing more frequently. This sensitivity is prompting some to rethink their spending and consider switching to lower-cost, ad-supported tiers. More than half are willing to spend more on streaming if it allows them to reduce other discretionary entertainment costs.

Ad-supported models are generally becoming more appealing. The share of viewers who say they “can’t tolerate ads” continues to decline, dropping to just 11%, from 17% four years ago. Even among this ad-intolerant group, more are now saying they would prefer to save $4–5 per month by accepting ads, rather than pay for an ad-free experience.

Service aggregators play a key role in keeping subscribers engaged. Platforms like Amazon Prime Video, Roku, YouTube, and Apple TV help users manage their growing number of subscriptions. Half of all viewers now use an aggregator, and among 18- to 34-year-olds, that number jumps to 60%. Those who use aggregators are more likely to hold six or more subscriptions, while those without typically have just three or fewer.

Insert aggregator subscriptions chart

YouTube’s multiple products

YouTube is also an increasingly vital part of the media and entertainment ecosystem. Although many users still watch YouTube content on mobile devices, half of them now stream it regularly on television screens. YouTube’s suite of offerings, including its free, ad-supported content, outperforms both subscription and other free services in perceived value.

Despite its strong position, streaming is not immune to viewer pushback. While consumers rank it as one of the last things they’d cut, that sentiment hinges on continued value delivery. If prices rise too often or too steeply, even loyal subscribers may begin to reconsider.

__Among streamers, consumers think free YouTube is the best value as compared to subscription streaming___

Mark Loughney, Senior Consultant at Hub, notes that while consumers remain anxious about the economy, video subscriptions are among the last things they’re willing to cut. However, that’s only if streaming services don’t push prices too far.

In short, the data highlight a clear takeaway for both consumers and the industry: streaming remains a cornerstone of American entertainment spending. Its blend of variety, convenience, and value continues to resonate even in a tighter economic climate. Providers that keep prices in check, lean into flexible ad-supported tiers, and make discovery effortless stand to deepen that loyalty. With people’s concerns about the economy continuing to rise, the winners will be services that repeatedly prove one simple equation to viewers: more content, less friction, best value.

UK decision makers' media habits
Industry-Research | Research

Inside the media mindset of UK decision-makers 

Amid nonstop news cycles and rising media skepticism, one audience remains deeply engaged and increasingly strategic in how they consume information. Decision-makers in the UK aren’t just reading the news; they’re curating it across various platforms, formats, and technologies to stay ahead of the curve. 

Portland’s Decision Makers and the News research explores this dynamic in depth and takes a deep look at the media habits of UK professionals, what sources they trust, and how their habits are evolving. The findings shed light on a critical audience that often shapes public discourse while navigating a constantly evolving digital landscape.  

Curators, not merely consumers 

The report confirms that decision-makers are not passive news consumers. They are intentional curators of their media diet. While 41% of the UK public say they actively seek out news, the number rises to 56% among decision-makers. They build a personalized portfolio of sources, balancing legacy outlets like The Guardian and BBC with emerging platforms like Substack, Medium, and YouTube. 

Notably, this group reads deeply and broadly. While traditional print brands remain influential, 60% of respondents still read newspaper content; digital and audio sources are also firmly entrenched. Nearly 80% of decision-makers subscribe to at least one news-focused email newsletter, and 42% regularly listen to news podcasts, double the national average. 

AI is changing decision-makers’ media habits 

Interestingly, 81% of decision-makers use AI tools to stay informed, nearly twice the rate of the general population. Platforms like ChatGPT, Google Gemini, and Microsoft Copilot are becoming go-to sources for clarity and context. For 8% of respondents, AI is already their first stop when seeking further information on a story, just shy of Wikipedia’s 10%. This shift highlights a new layer of influence: what AI tools see and how they weigh information may shape the perceptions of this elite audience.  

While their media habits are evolving, decision-makers continue to place a high value on trusted news institutions. The Guardian emerges as the top newspaper brand among this group in terms of consumption and trust, followed by The Times, The Sun, and the Financial Times. On the broadcast front, the BBC remains dominant, reaching 79% of decision-makers and earning the highest trust rating (56%). YouTube, interestingly, is now the third most-trusted video platform (47%). 

A preference for digestible short form media

Though highly engaged, decision-makers are not immune to news fatigue. One-third say they’re less interested in news than they were a year ago, with lack of time cited as the top reason. In fact, 39% prefer short-form articles over long-form content, nearly double the 21% who still favor in-depth readings. 

Newsletters are a clear winner, with the BBC News Daily, Politico Playbooks, and Guardian briefings among the most popular. Podcasts also thrive, with “Sky News Daily” and “The Rest is Politics” topping the charts.  

In today’s media ecosystem, the most influential sources are those that score high on both trust and consumption. The report’s “trust matrix” shows that the BBC, The Guardian, YouTube, and Instagram sit at the intersection of those two forces. These are the formats and platforms that shape the conclusions of decision-makers.  

These findings show that reaching today’s influential decision makers demands a multi-format strategy built on trust and optimized for AI. Traditional outlets remain important, but so do newsletters, podcasts, LinkedIn posts, and being visible in AI-generated summaries. In this landscape, brevity and discoverability are as critical as reach. 

Group of teens vetting the news to decide what they trust --------
Industry-Research | Research

Gen Z is skeptical and selective of news – but still engaged

In a digital environment where information moves quickly and influencers often shape public opinion it can seem like Gen Z is turning away from traditional journalism. But young people continue to seek credible, professional news, especially when stories are significant or hit close to home. At Owasso High School in Oklahoma, students did just that following the unexpected death of a classmate. Despite false or misleading posts circulating online, many actively sought accurate information and turned to reliable news sources that they felt they could trust.

News literacy advocate Hannah Covington highlights this behavior in an article detailing her conversations with teens about conspiracy theories. Sixteen-year-old Andie Murphy, for example, deleted Instagram over concerns about AI-driven data collection. Once a regular consumer of influencer content, she now checks multiple professional outlets before accepting information as accurate. “I just couldn’t trust what I was seeing anymore,” she said. Her shift reflects a broader change in how Gen Z engages with news.

Recent 2025 studies reinforce this news trust trend

Research from Raptive supports this noted shift in Gen Z’s relationship with news and information. Their study finds that 49% of Gen Z actively verify online information by checking trusted, credible sources, while 55% say they trust content from established experts over influencers or peer posts. Notably, 39% view social platforms as less credible compared to open-web sources. These findings reflect a generation that is not only skeptical, but also intentional in its pursuit of accurate information.

According to the Poynter Institute, while teens may not frequently use dedicated news apps, they actively seek out reliable sources like CNN and the Associated Press during moments of uncertainty. About 20% of surveyed adolescents say they encounter fake news daily. However, many report that they turn to trusted news outlets when crises hit.

Similarly, Common Sense Media found that teens are increasingly wary of digital content, especially AI-generated material. In its 2025 research, teens express deep skepticism toward manipulated images and videos, with one respondent noting, “I already doubt everything I read online.” This mistrust is driving more teens toward professional journalism for verification and reassurance.

Peer fact-checking reinforces news habits

Covington’s reporting also highlights how peer influence reinforces this fact-checking culture. In school libraries and hallways, students openly challenge each other around misinformation. These real-time corrections help shape a community that values accuracy and critical thinking. For Gen Z, information vetting is becoming a social skill.

While teens may not engage with mainstream media daily, they don’t dismiss it. Covington’s interviews confirm that students return to professional news brands when a story feels urgent or emotionally charged. “If it’s big enough, I’ll check real news sites,” one student explained. That behavior underscores an important truth: for Gen Z, trust in established news sources and journalism often reactivates in moments of crisis.

This pattern aligns with Common Sense Media’s findings, which note that teens are eager for tools that help them navigate digital uncertainty. While skepticism runs high, so does the demand for guidance. Likewise, Poynter’s research shows that even teens regularly exposed to misinformation seek clarity from reputable sources during confusing or high-stakes events.

Gen Z’s relationship with news is complex but far from disengaged. They are critical of what they see, cautious about interpreting it, and selective in who they trust. When news matters, especially during confusion, fear, or grief, they turn to professional journalism for clarity. Their behavior suggests a desire not just for content, but for credibility. In a noisy and uncertain information landscape, Gen Z continues to seek out trustworthy news.

Research Image
DCN-Research | Research

Inside the 2024 DCN Benchmark Reports

DCN’s 2024 Benchmark Reports, exclusive to participating members, offer a comprehensive, data-rich look at the financial and operational health of premium digital media businesses. Across both revenue and expense modules, this year’s newly released findings capture a clear picture of where the business is growing, where efficiencies are being realized, and how peers are adapting in a shifting market.

Key topline signals: modest overall revenue growth (+3% YoY), continued strength in non-advertising and video, and early signs of stabilization in mobile ad revenue. On the cost side, compensation remains the largest investment, while EBITDA margins held strong, evidence of strategic cost management in a demanding environment.

This year’s reports offer valuable context on subscriber revenue, monetization efficiency, staffing trends, and the evolving balance between direct and indirect ad sales. For participants, it’s not just data; it’s a playbook for what is working now.

As a benchmark participant, you have exclusive access to DCN Media Insights Exchange. These sessions, part of a quarterly series, provide valuable marketplace context to the insights in DCN’s benchmark reports.

These insights are available only to members who contributed data. If you’re interested in participating in future waves, reach out to Rande Price at Rande@digitalcontentnext.org.

A group of Gen Z people creating news content
Industry-Research | Research

Get to know Gen Z’s news habits to build future audiences 

Young audiences are reshaping the American media landscape. In the United States, over half (54%) of 18–24-year-olds now cite social media and video networks as their main source of news, surpassing both television (50%) and news websites or apps (48%) for the first time. Among 18–49-year-olds, only 34% name social or video platforms as their primary news source, and that number drops to just 18% for those aged 55 and older. Meanwhile, 61% of older adults still rely on television.

This generational divide marks a dramatic shift in how Gen Z accesses information, driven less by traditional brand loyalty and more by personality, convenience, and platform-native content. For digital media leaders focused on long-term sustainability, understanding these behaviors is critical to developing meaningful engagement strategies. 


Research signals a strategic inflection point 

Reuters Institute’s Digital News Report 2025 offers a detailed look at generational dynamics in news consumption and preferences. The data shows that young Americans increasingly discover news through influencers and podcasters. Twenty-two percent of respondents under 35 reported encountering news via Joe Rogan in the last week. These audiences over-index on video platforms like YouTube and TikTok, where personality-driven content outpaces institutional journalism in both reach and resonance. To address this preference, the report encourages journalists to use their authentic voices to initiate direct engagement through video storytelling on social media platforms. 

Creators, not channels 

Social platforms now play a central role in Gen Z’s news discovery. Reuters’ report finds that Gen Z consumers in the U.S. are turning toward creators who blend news with humor, commentary, or lifestyle content. Figures like Brian Tyler Cohen and Megyn Kelly attract strong attention from younger audiences and show that Gen Z places trust in personal relevance. Among U.S. 18–24-year-olds, traditional news websites and apps rank fourth in importance behind social video, TV, and podcasts. 

This shift is not simply about platform, but about form. Video continues to gain ground as the preferred way of consuming news, particularly among Gen Z. In the U.S., news video consumption is at 72% in 2025 for all U.S. adults from 55% in 2021. Much of this growth happens on third-party platforms like YouTube, TikTok, and Instagram, not on news websites. Prioritizing video formats that are concise, authentic, and visually native to social platforms is essential to reaching Gen Z. These elements form the core of the Gen Z playbook for tone, pace, and relevance in news consumption. 

DCN’s recent research, How Gen Z & Gen Y Are Redefining Video Engagement, reinforces these findings with first-party behavioral data. The study shows that Gen Z strongly prefers video that is purposeful, short-form, and mobile-native—and that attention is earned, not assumed. Their engagement habits mirror the Reuters data: trust, relevance, and entertainment value must converge, particularly on platforms where news must compete with a broad spectrum of content. Together, these reports confirm that journalists who attract younger audiences must match their editorial voice with platform-appropriate formats, both in feed and in mindset.

Podcasts and personal connection 

Audio is also proving a powerful entry point. The report shows that 15% of Americans now consume news podcasts weekly. These podcasts increasingly appear as videos, giving publishers a dual-platform opportunity to repurpose content across YouTube and TikTok. For Gen Z, podcasts provide a sense of intimacy and connection, qualities that traditional news outlets often find hard to convey. 

AI and news personalization on the rise 

Because of the way in which young people seek out news (particularly in the era of AI-agents and search), personalization is becoming a focal point. This isn’t simply about novelty; it’s very much about functionality. The report points out that young audiences respond to tools that help them summarize, translate, and interact with news on their own terms.

Gen Z turns to the news they trust 

Despite a fragmented information ecosystem, the report reveals that Gen Z still values accuracy and verification. When asked where they go to check if something might be false, young people are still likely to name trusted news brands, especially public service media. They are less likely to rely on social media, AI chatbots, or peer comments when verifying information. This underscores an important point: trusted brands did not disappear. However, many media brands need to be reintroduced in formats that fit Gen Z’s media habits to become a regular part of their information diet. 

Gen Z’s relationship with news reflects a deeper shift in how trust, relevance, and engagement are earned today. Their preferences include short-form video, podcasts, creators, and AI-powered tools. These choices are not a rejection of journalism but a reimagining of how it fits into their lives. This generation still values core principles like accuracy and verification. They simply expect those values to show up in formats that feel personal, accessible, and native to their platforms. 

A phone showing icons of social platforms including Bluesky, Twitter, and Mastodon to illustrate a story about social platforms news influecners prefer
Industry-Research

Bluesky’s rise signals a social media shift for news influencers

The social media landscape continues to shift as platforms compete for the attention of journalists, creators, and their audiences. While X (formerly Twitter) still leads in real-time news distribution, emerging platforms like Bluesky are gaining momentum. This is especially true among news influencers who seek more control, transparency, and healthier online communities.

New Pew research, Bluesky has caught on with many news influencers, but X remains popular, along with three independent academic studies, sheds light on how news influencers are navigating the shifting social landscape. The findings highlight a post-election surge in Bluesky’s popularity and underscore key design features that make the platform appealing.

Post-election Bluesky surge

According to Pew’s report, Bluesky’s use among news influencers nearly doubled in the four months following the 2024 presidential election, from 21% in November 2024 to 43% by March 2025. This growth was most prominent among politically left-leaning influencers.

News influencers on Bluesky are posting more now than they did at the start of the year with post volume rising from 54% in January 2025 to 66% in March 2025. X remains popular but shows a dip in activity from 92% of news influencers post in January 2025 to 87% in March 2025. It’s important to note that most news influencers on Bluesky are also on X and post there frequently.

Yet, despite Bluesky’s rising influence, X remains the top platform for reaching broad news audiences across the political spectrum.

Pew chart showing news influencers' social platform choices. They have joined Bluesky in large numbers but about twice as many are on X

Pew attributes Bluesky’s growth to its decentralized architecture, customizable algorithmic feeds, and emphasis on user-driven moderation. These features appeal to news influencers who feel constrained by X’s centralized and often controversial environment.

Independent academic research supports Pew’s conclusions. A study led by Gianluca Nogara and others, A Longitudinal Analysis of Misinformation, Polarization, and Censorship on Bluesky, finds that Bluesky maintains relatively low toxicity levels. It attracts a mostly left-leaning influencer base and scores high credibility in news content. The study also shows that Bluesky’s structure helps limit the spread of misinformation and encourages healthier discourse.

Another study from researchers at TU Darmstadt, Looking at the Blue Skies of Bluesky, further validates the findings here. While Bluesky shares structural similarities with other social networks, it provides distinct features, transparent algorithmic feeds, decentralized governance, and a strong emphasis on moderation. These elements, the researchers argue, drive Bluesky’s appeal among news professionals and digital creators.

Together, these studies present a consistent narrative. Bluesky’s focus on transparency, user control, and credible information resonates with today’s journalists, who want safer, more meaningful ways to engage with their audiences.

Although Bluesky is gaining traction, Pew’s latest data shows that X is holding on to its place as the go-to platform for news influencers. As of 2025, 82% of U.S. news influencers have an account on X, reinforcing its position as the leading channel for reaching wide and diverse audiences. This trend is echoed in research by Dorian Quelle and Alexandre Bovet, whose study Network Topology and Community Structure of the Decentralized Social Network Bluesky finds that while Bluesky supports tight-knit, topic-specific communities, X remains centerl stage for mainstream news and public discourse.

Leading social platform for news distribution

For many influencers and the media companies that work with them, X’s network effects, reach, and familiarity still deliver unmatched value for news distribution.

Pew’s broader findings reveal a growing appetite for news delivered by influencers across platforms:

  • 21% of U.S. adults now say they regularly get news from social media influencers
  • Among adults under 30, that figure rises to 37%
  • 65% of these news consumers report that influencers improve their understanding of current events
  • 71% believe that the news they receive from influencers differs meaningfully from traditional sources (Pew Research Center)

These research reports suggest that Bluesky’s rise signals a shift among news influencers seeking greater control, transparency, and healthier online interactions. While X remains dominant for broad news distribution, Bluesky’s appeal highlights the growing demand for alternative platforms particularly to distribute and engage with news.

DCN-Research | Research

Digital subscription trends Q1 2025: bundling, ad-supported growth, and market shifts

The subscription media landscape continues to evolve, reshaping how consumers engage with digital content and how businesses strategize to maintain their market share. As digital media matures and price sensitivity increases, the market has responded with innovative pricing models and premium offerings.

The DCN Digital Media Subscription Tracking Report – Q1 2025 provides insights into these changes, offering year-over-year trends and brand-specific data exclusive to DCN members.

Here are key highlights from the latest report:

Steady market growth

Total digital subscriptions grew to an estimated 923 million in Q1 2025, up from 917 million in Q1 2024, signaling ongoing consumer demand across video, audio, and news platforms.

SVOD with ads gains share

Ad-supported streaming continues its upward trajectory. SVOD with ads increased its share to 28% of total digital subscriptions (up from 21% last year), while ad-free SVOD declined in share to 36% (down from 41%), reflecting a clear shift toward cost-conscious viewing options.

SVOD bundling expands its share

Consumer preference for bundled services continues to climb: 58% of SVOD subscribers now bundle services, up from 52% in Q1 2024. The average number of services per bundle increased significantly from 1.3 to 2.8, underscoring the growing share of bundled solutions in the marketplace.

News subscription shares shift

Digital newspaper subscriptions declined year over year to a 19% share of U.S. households (down from 22%), with 23% accessed through bundles. 

Magazine and audio subscription share holds steady

Magazine subscriptions maintained a 29% share, with 21% of those also bundled. Digital audio subscriptions held steady at a 57% share of U.S. households, with 16% of those delivered via bundled offerings.

As the digital media ecosystem shifts toward bundled offerings and more flexible pricing models, staying aligned with these trends is vital. The Q1 2025 report offers deep insights to help DCN members navigate an increasingly dynamic market.

DCN members can access after logging in, or registering an account (top right corner). Once logged in, a download button will appear below this text.

©2025 Digital Content Next. All Rights Reserved.