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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. 

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.

Featured Post | Research | Video

Media must catch up to Gen Z’s video playbook

At some point in 2020, accelerated by the pandemic and the kids using endless hours of TikTok scrolling as a coping mechanism, short-form video surged into a major part of modern media consumption. Even for those of us who grew up on cable TV and later binged on Netflix, Gen Z is reshaping how we discover, consume, and engage with video content. Younger audiences have turned scrollable, snackable video into something so much more satisfying than a Quibi; it’s now a cultural mainstay.

That’s the wake-up call from our latest DCN research, Decoding Video Content Engagement: Gen Z & Gen Y in Focus, a two-part study conducted with Magid. We launched the project last year with in-depth, hour-long qualitative interviews to get a baseline on the latest language and media mindset of younger audiences. We then took a quantitative dive into what we now see as a landmark report for DCN and its member companies. To be clear: the numbers don’t just hint at a subtle shift. They chart a generational rewrite of what video means and what audiences expect it to do.

The headline? They don’t watch. They participate.

Simply put, video is no longer a passive experience characterized by a surge of short-form experiences on social platforms. Our research shows that 92% of Gen Z interacts with video on social platforms at least once a week – liking, commenting, remixing and sharing. But even more striking, nearly two-thirds (64%) of teens aged 13–17 create and post original video content weekly. Notably, this statistic drops materially to 40% for ages 18-22 (the back half of Gen Z). That’s a clarion call for those seeking to understand the expectations of the next wave of digital natives and why we labeled them “The Creator Generation” in this report.

For the youngest Gen Z users, “watching” isn’t a lean back experience. It’s a ticket to creative expression.  Video isn’t something they just watch. It’s something they do. This dynamic is upending the traditional hierarchies of content and control. The line between viewer and creator is fading and with it, many of the historic relationships between storytelling, advertising, and brands.

Creators are the new gatekeepers

In the past, a media brand’s value lived in logo recognition and distribution demand. Today, particularly with the youngest audiences, it’s more likely to live in the hands of creators with cultural credibility and fluency. These individual creators are now the benchmark: remarkably they beat out all other creator types in being perceived as more creative, entertaining, interesting, and informative.

These creators are not the typical influencers posting their user-generated content to make a paycheck. They are micro media empires of all backgrounds. And they’re setting the tone for what today’s audience deems engaging, real, and worth watching. All of this accumulates in more trust.

And that trust gap is telling. While 88% of younger audiences trust friends, family, and creators, traditional brands fall significantly behind even though they’re visible. Yes, 93% of Gen Z still says they often see brand content. But awareness isn’t the same as engagement. And in a world where users can scroll past your video in a second (with a paltry three seconds being the magical sweet spot for nearly half of the young users in the research), that difference can be everything.

Authenticity isn’t a bonus – it’s the baseline

If you’re still investing in glossy, highly produced videos that feel like they came from a corporate studio instead of an actual human being – stop. The bar has moved. Individual creators are not major media brands. Think about it: People are flawed. In a world where the individual creator is more trusted, entertaining and engaging, a perfectly pressed and buttoned up production will not resonate like a rumpled shirt and bit of bedhead.

Authenticity is the baseline. When asked what they value most in video content, Gen Z chose originality, honesty, and authenticity far ahead of production value or polish. This generation can smell marketing a mile away and they’ll scroll right past it – teaching the algorithm you aren’t worth their precious time.

Instead, they want content that reflects them: unfiltered, participatory, and emotionally resonant. Think behind-the-scenes looks, first-person storytelling, raw filming, and creator collaborations that feel like a natural fit rather than transactional development deal.

So, what should media companies do?

We know the stakes are high. Premium publishers – many of whom DCN proudly represents – are once again navigating a digital ecosystem shaped by generational shifts, platform upheaval, and algorithmic opacity described to our researchers innocently as “TikTok magic.” However, this moment is also an opportunity.

Here’s how media brands can strategically respond:

1. Design for engagement, not impressions

Simply showing up isn’t enough anymore. Content needs to invite participation. Whether it’s Q&As, remixable challenges, or comment-driven formats, the most successful brands treat viewers like collaborators, not consumers.

2. Co-create with cultural insiders

Want to build trust and relevance? Partner with the creators your audience already respects. Not as brand spokespeople, but as co-storytellers. This isn’t about inserting your brand into youth culture. It’s about amplifying voices that already move your audience.

3. Reimagine platform strategy

TikTok is not YouTube. Instagram is certainly not Facebook (even if it’s the same parent company). And your content shouldn’t be a one-size-fits-all proposition. Create native video strategies that reflect the tone, pacing, and expectations of each platform. If you can’t do it everywhere at once in ways that resonate on each platform then pick your platform(s) of choice based on your content, audience and opportunity.

4. Lead with values – and humanity

Gen Z and Gen Y want entertainment. But they also care about who is behind the content. Our research confirms that younger users reward brands that are transparent, socially aware, and human. If your brand voice on social sounds like it was built by a committee, it’s time to revisit the script.

5. Build with the “SHARES” formula

If you want engagement, your video content should tap at least one of the six drivers identified by our DCN research team. Our SHARES formula – which includes Storytelling, Humor, Authenticity, Raw, Engagement, and Surprise – isn’t merely a checklist. It’s a roadmap for emotional connection and engagement.

The future Is participatory

The question isn’t whether Gen Z and Gen Y will continue to redefine video. They already have. The question is whether the larger media industry will listen.

At DCN, we believe that high-quality, trusted content is more important than ever to the future. But trust now resides in how and where you show up, not just what you say. If media brands want to stay relevant, we must not only reflect the values of these generations. We must also create space for them to shape the stories themselves.

Premium media brands like our DCN members have a powerful edge: credibility, creativity, and a direct relationship with their audiences. But competing in this new era of short-form video requires humility, agility, and a willingness to let go of legacy thinking.

This isn’t a pivot to video. It’s a reinvention.

DCN-Research | Research | Video

How Gen Z & Gen Y are redefining video engagement

Gen Z and Gen Y aren’t just watching video content—they’re rewriting the rules of engagement. That’s the big wake-up call from DCN’s latest exclusive study for our members, Decoding Video Content Engagement: Gen Z & Gen Y in Focus.

Focused on how younger audiences interact with video across YouTube, TikTok, Instagram, Snapchat, Facebook, and X, the research reveals a seismic shift in behavior. “They don’t just watch — they engage,” the report states. This highlights how younger generations like, comment, and co-create instead of being content to passively consume. For media brands, the report offers essential intelligence that profoundly impacts the future of video strategy and audience growth.

Key research findings

DCN’s study delivers a detailed breakdown of how Gen Z and Gen Y engage across platforms, what content and creators they connect with, and how media brands can build relevance in a fragmented, fast-paced digital landscape. Among the key findings:

  • Younger audiences scroll fast, but they stay for authenticity. The three-second rule rules everything: Bold visuals, compelling storytelling, and authenticity are essential from frame one.
  • Creators are brands. Independent creators aren’t just influencers—they’re media ecosystems.
  • YouTube, TikTok, and Instagram lead the pack. While Facebook maintains its hold on older millennials, TikTok has Gen Z’s full attention. YouTube is the universal middle ground, but each platform demands a unique approach and longer-form content.

New rules of engagement

This research unpacks the new rules of engagement in the video landscape, analyzing everything from platform behavior to creator trust and brand perception.

Viewing behavior redefined

Gen Z and Gen Y don’t passively “watch.” They like, comment, remix, and participate. Brands that encourage interaction win their attention.

Creators are the new kingmakers

Independent creators aren’t just more trusted than traditional media, they’re setting the bar for what’s entertaining, authentic, and engaging.

Platform wars

TikTok dominates Gen Z, while Gen Y still lingers on Facebook. YouTube offers depth; Instagram delivers instant hits. Understanding this split is critical.

Vertical video power

Whether it’s News, Sports, Lifestyle, or Entertainment, content verticals play out differently across platforms and generations.

Strategic framework for media brands

“The research shows the mission hasn’t changed: build trust through quality media. But the playbook? It’s being blown up and rewritten by Gen Z,” observes DCN CEO Jason Kint. He points out that “This generation doesn’t just expect content to be authentic and human, they demand it as a price of entry or will scroll right by you. If your video strategy still feels like it was made for TV, you’re already losing. Brands will need to catch up or get left behind.”

To that end, DCN’s research report goes beyond the “what” and delivers the “how.” It identifies clear, actionable strategies for media companies to thrive:

Lead with interactivity

Brands must create video content with participation in mind—think remixable content, Q&As, duets, and challenges.

Prioritize authenticity

In a world where the raw and real outperform the overly produced, brands must sound human and feel genuine to build trust.

Embrace co-creation

Younger audiences want to participate in the content, not just watch it. Partner with creators who have cultural currency and credibility.

Use the right platform for the right story

A one-size-fits-all video strategy is no longer viable. TikTok, Instagram, YouTube, and Facebook all deliver value differently—and DCN’s data shows how to play to each strength.

For this generation, video isn’t just something to watch, it’s something to do. Engagement, co-creation, and alignment with values like authenticity and cultural fluency are increasingly central to how content is received and shared.

The full research report is available to DCN members only. Register to or login to download (on desktop see top right corner of page, on mobile the top center). Download buttons will appear at the top and bottom of the page.

Streaming audiences
Research | Video

Who’s streaming and how to appeal to audiences

Differences in international and generational media preferences inform evolving technology and industry patterns and continue to keep things interesting in 2025. Conventional media categories are becoming more fluid, inviting new opportunities. A new report by Nielsen Media Analytics, the 2025 Global Media Planning Guide, provides actionable insights.

Overall, an accelerating trend is the convergence of multiple platforms – from streaming services to social media. This presents significant challenges:

  • Adapting to current generational media preferences. Different age groups engage with media uniquely across various markets, calling for customized strategies.
  • Understanding international users’ media habits. Media trends and the pace of transition differ across countries, requiring flexible approaches.
  • Harmonizing traditional and digital media. It’s essential to allocate investments effectively across established and emerging platforms.

Streaming audiences vary internationally

According to Nielson’s data, traditional TV remains the dominant choice among older U.S. audiences and some countries outside of the U.S., while U.S. residents in general, and younger audiences around the world, are gravitating increasingly towards digital media. Connected TV (CTV) reach has steadily surpassed live and time-shifted TV reach over the past few years, but total use of the television has remained steady since the first quarter of 2022, demonstrating its resilience.

The specifics vary significantly across global markets, however. Take Poland versus the U.S., for example. In the U.S., CTV devices and streaming services have become the dominant viewing method. Whereas, in Poland, traditional TV remains the primary viewing platform. Only about 8% of total viewing time in Poland was spent on streaming in the first half of 2024, according to the Nielson data. In the U.S., streaming accounted for around 40% of TV viewership during the same period.

Americans spent about half of their TV viewership on broadcast and cable combined. In Poland, the combination of satellite and cable amounted to almost two-thirds of viewing time. U.S. audiences spent 38% of their time on streaming- significantly more than Polish viewers at 22%. The data emphasizes the need for flexible global media strategies, with traditional and digital platforms coexisting to meet diverse audience preferences.

Streaming audiences vary across generations

As younger audiences worldwide gravitate toward digital media, older generations retain their preference for traditional television. In the U.S., individuals aged 2-34 spend more than 60% of their TV viewing time on streaming platforms. Those ages 50-64 spent well over half of their time on broadcast and cable TV as opposed to streaming, while those 65+ spent fully 75% of their viewing time on broadcast and cable TV combined, and less than a quarter on streaming media.  

In Thailand, a similar pattern prevails, with adults over 40 preferring TV to social media or video streaming platforms. Gen Z shows the lowest preference for traditional TV viewership of all age groups in Thailand (47%), favoring digital alternatives, whereas the 55+ demographic exhibits the highest linear TV viewership (62%), according to Nielson’s data.

However, it’s important to note that older viewers generally watch significantly more total TV compared to younger audiences. This holds true in the U.S. as well as Thailand, where all types of media have a greater reach among older audiences. According to a recent Deloitte report, Boomers spent an average of 3.5 hours per day watching TV shows and movies on streaming video services, cable, or live-streaming TV, while Gen Z audiences spent about 2.1 hours per day on those activities.

This dynamic has implications not only for how content is consumed but also how it is created, delivered, and marketed. As digital natives grow up, they are driving a new era of on-demand streaming, mobile media consumption, and personalized content algorithms. Meanwhile, the media industry must continue to accommodate older people, who remain loyal to traditional formats and are often heavy consumers of media. For example, older generations are more likely to keep their cable or satellite TV subscriptions long-term, while Generation Z and millennial cable subscribers are more than twice as likely to indicate that they plan to terminate their subscriptions within the year, according to Deloitte’s 2025 Digital Media Trends report.

Why some audiences still prefer linear TV

Linear TV retains some advantages in addition to the loyalty of older and international audiences, as pointed out by Vijya Amirtham on VPlayed. It is conducive to live events, such as sports, games, and award shows, which have massive appeal to large audiences. Linear TV also enables targeting by advertisers based on channel, genre, and airtime. Viewers tend to find TV ads more credible, especially on trusted channels, and are conditioned to expect ads when watching linear TV. Amirtham also asserts linear TV audiences “are predominantly associated with affluent groups.”  

Boundaries between traditional TV and digital media are blurring with the evolution of Cloud TV and Over-the-Top-Television (OTT)- traditional TV content such as series and movies watched over the internet. These technologies are enticing viewers by combining the benefits of linear TV and more fluid digital mediums that offer on-demand viewing and are sometimes free of traditional ads. Amirtham recommends developing a linear TV app as one method for media leaders to expand and enhance audience engagement.

Maintaining and growing audiences

As DCN previously reported, younger generations are gravitating towards streaming services and social platforms and away from traditional TV. However, while media companies keep a keen eye on Gen Z trend-shapers, it is also wise to accommodate mature and international audiences, who are loyal and heavy consumers of traditional media formats.

For media leaders, it’s still too soon to abandon linear—if the goal is to reach the widest audience possible. Instead, deliver integrated solutions that merge linear TV and streaming assets, while working to enhance cross-platform integration. Effective strategies across age groups, international markets, and media platforms will depend on accurate measurement, outreach, and partnerships. The growing convergence of platforms invites opportunities to cultivate deeper connections with viewers around the world.

Young Teens aged 11-13 engaging with digital devices to reflect young audiences and their activities
Industry-Research | Research

How being always-on impacts young audiences 

In today’s digital world, young audiences increasingly immerse themselves in screens, from smartphones to social media and video games. As technology becomes an integral part of the daily lives of young adolescents, it raises critical questions about its impact on their social interactions, mental health, and overall well-being. New University of South Florida research finds that young adolescents overwhelmingly possess smartphones and are using them for hours a day.  

While the Life in Media Survey does find negative correlations between certain online activities and their emotional health, it also makes some surprising discoveries. For example, contrary to the idea that smartphones lead to isolation, they find that smartphone owners tend to spend more time with friends in person than those without phones. However, for ethical media companies – who care about the audiences they serve – it is important to consider how best to optimize digital experiences to support young teens’ wellbeing.

The Life in Media Survey, a collaboration between the University of South Florida and The Harris Poll, explores digital media use and well-being among those aged 11-13. Although numerous researchers, educators, parents, and policymakers have advocated for reducing digital media usage among children, the USF study shows an increasing level of connectivity. A significant 78% of all participants possess their own smartphone, with 72% of 11-year-olds included in this group; additionally, 56% have their own tablet. 

Kids estimated that they spend an average of 4.4 hours on their smartphone and/or tablet on schooldays, 6.3 hours on non-schooldays. And for some of these kids, smartphones are disruptive given that 20% of kids reported that push notifications on their smartphones and other devices are always on. 

Social media, gaming and cyberbullying  

The study also shows that children who game daily or frequently use social media spend more time connecting online with friends. However, these connections can have negative effects. For example, cyberbullied kids spend more time online, potentially exposing them to harmful environments, which can exacerbate emotional distress. Balancing the benefits of technology with its risks remains a central challenge in shaping healthy digital environments for the next generation.  

The survey uncovers a link between cyberbullying and engagement with social media influencers. Cyberbullied kids are more likely to interact with influencers—whether by sending money, messaging them, or purchasing endorsed products. This interaction suggests that some bullied children may turn to influencers for emotional support or validation, using them as an escape from online bullying in other spaces. 

What kids think of technology’s impact 

While there are concerns about technology’s impact on children, many kids still express enjoyment in using digital devices, particularly social media. Around 74% of kids enjoy social media, whether they experience bullying online or not. However, the emotional impact of technology is more complicated. Cyberbullied kids are more likely to feel that technology interferes with their daily lives. This highlights the need for platforms to ensure a safer online environment for young audiences. 

One in three kids agreed with the statement “Social media causes more harm than good,” and about the same proportion disagreed with that statement (34% and 33%, respectively). Three in 10 kids (29%) say that they believe that A.I. causes more harm than good, and respondents were slightly more likely to agree with the statement if they’d previously used A.I. tools (32% vs. 28%). 

What young audiences are doing online

Streaming platforms are also a significant part of children’s media consumption. Three out of four children use Netflix and Disney+ (77% and 73%, respectively), while half or more use Amazon Prime Video, Hulu, and Spotify (68%, 56%, and 52%, respectively).  

When asked to list their most-used platform, more respondents selected YouTube than any other program, followed closely by TikTok (17% and 15%, respectively). Entertainment tops the favorite genres of online videos, with gaming listed by 35% of respondents, followed by music and comedy (29% and 23%, respectively, based on selecting up to two favorite genres). 

The research findings show that users spend almost four hours a day on their most-used app. Those who favor Netflix report using the app for an average of 4.0 hours a day, which is slightly higher than the average 3.6 hours reported by those who prefer YouTube, Roblox, and Instagram. The slight bump might be due to the longer-form content on Netflix. TikTok use averaged slightly lower, at 3.2 hours a day. 

The “more-and-more” phenomenon 

The data here points to a “more-and-more” trend, where kids who engage in one type of media activity, such as gaming or social media, are more likely to binge on another media activity. This phenomenon underscores the need to create content that spans multiple platforms. By doing so, they can capture and hold the attention of young audiences more effectively. 

The Life in Media Survey provides valuable insights into how digital media shapes young adolescents’ lives. While technology fosters connection and entertainment, it also brings risks related to cyberbullying, excessive screen time, and emotional well-being. For the media industry, this means developing content that engages young viewers and supports their mental health. By prioritizing positive and age-appropriate media experiences, the industry can help mitigate these risks while embracing digital media opportunities. 

Social and streaming are redefining the video entertainment and streaming market
Industry-Research | Research | Video

How social and streaming are redefining video entertainment

While we’ve seen shifts in consumer behavior over the past few years, they are now happening at an accelerated pace, which impacts those in the media and video entertainment sectors. Younger consumers, in particular, are moving away from traditional pay TV subscriptions in favor of streaming services, social platforms, and gaming. The rise of short-form, algorithm-driven videos offers an endless supply of free content that keeps users engaged for hours. These platforms excel in curating and promoting personalized experiences through AI and recommendation algorithms.

Thus, it won’t come as a big surprise that social platforms now account for more than half of U.S. ad spending, which positions them as major competitors to traditional media outlets. According to Deloitte’s Digital Media Trends 2025 Report, social platforms have become the new center of gravity in media, capturing both consumer attention and advertising dollars.

The report highlights that younger generations, especially Gen Z and millennials, are likely to cancel their cable subscriptions, citing high costs and frustration with the volume of ads. With cable bills averaging $125 per month, the appeal of traditional TV services is fading. For younger viewers, free content on social media and affordable, ad-supported streaming services provides a more cost-effective alternative to pricey cable packages.

As a result, pay TV subscriptions are declining steadily, dropping from 63% to 49% of U.S. households over the past three years. SVOD services now offer a wider range of options, including live sports, which once was a driving force for much of the pay TV market. Additionally, many users turn to social media for news and sports highlights, further eroding the traditional TV audience. consumer media habits include

Advertising landscape

With advanced ad tech and data analytics, social platforms dominate the global ad market. Deloitte’s research shows that ads on social media are more likely to influence Gen Z and millennials than ads on traditional TV or streaming services. The younger generations appreciate the relevancy and personalization of social media advertising. By comparison, ads on traditional media feel more intrusive and less targeted, which diminishes their effectiveness.

For traditional media companies, these trends present a significant challenge. Studios and streaming services increasingly turn to ad-supported subscription tiers to lower costs and attract a wider audience. However, these services still face an uphill battle in attracting advertisers away from the social platforms that dominate the digital ad space. The advertising capabilities of social platforms are advanced, as they leverage sophisticated algorithms and AI to target specific audience segments with highly relevant ads.

Streaming services

While streaming video services offer consumers a wealth of content, they have their own set of challenges. Rising subscription costs are creating dissatisfaction among users. The research shows that 41% of consumers feel that the content available on SVOD services is no longer worth their price. This is particularly evident as streaming costs rise—on average, SVOD subscribers pay $69 per month, a 13% increase from the previous year. Many consumers, especially Gen Z and millennials, cancel services and jump from one streaming provider to the next in search of better value.

Moreover, the advertising-supported tiers of SVOD services have become a crucial part of many companies’ strategies to lower subscription costs while generating revenue. However, this model comes with trade-offs. While 54% of SVOD users say they subscribe to at least one ad-supported service, many express frustrations with the volume of ads. To compete, media companies must find a price point that works for consumers while balancing the needs of advertisers and content creators.

Content creator connection

Content creators have become a central force in the media landscape. Social platforms offer a new generation of influencers whose content drives engagement and shapes consumer behavior. For younger generations, creators are now as influential as traditional TV stars and movie actors. In fact, many consumers report feeling a stronger personal connection to their favorite creators than to the personalities they see on traditional TV. This trend is fueling the growth of social media platforms as major entertainment hubs.

This shift represents an opportunity to tap into the growing creator economy. By leveraging social media, media brands can engage audiences in new ways and tap into the influence and authenticity that creators bring to the table.

As social platforms and content creators continue to dominate the entertainment landscape, traditional media companies must reevaluate their content strategies and business models. The merging of social platforms, creators, and on-demand services is reshaping the media’s core. Media companies will need to adapt to the changing demands of consumers, who now expect more from their entertainment experiences.

A confused robot to show how AI search has trouble with news citations and attribution
Research

AI search has a news citation problem

Artificial intelligence is transforming the way people search for and consume news. With nearly one in four Americans now using generative AI chatbots instead of traditional search engines, the way journalism reaches audiences is shifting dramatically. While AI-powered search promises speed and convenience, it presents serious challenges for news publishers, including loss of attribution (citations), declining referral traffic, and misinformation.

A new Tow Center for Digital Journalism study highlights these risks, revealing how AI-driven search tools often fail to credit, or to accurately credit, sources and bypass publisher controls, such as paywalls. As AI search rapidly evolves, media executives must understand its implications and develop strategies to protect journalism’s integrity and financial viability.

AI search engines struggle with accuracy and attribution

The Tow Center analysis studies eight AI-powered search tools: Perplexity, Google’s AI Overviews, Bing Chat, ChatGPT, Claude, Gemini, Meta AI, and Grok. The research concludes that over 60% of AI-generated responses contain incorrect or misleading information. Unlike traditional search engines that list multiple sources for verification, generative AI tools present single, authoritative-sounding answers—often with a false sense of confidence.

When AI search engines provide sources, they cite syndicated or republished versions rather than providing a citation for the original publisher. This practice diminishes the visibility of primary news organizations and deprives them of direct traffic. Even more troubling, some platforms, such as Grok and Gemini, regularly generate broken or fabricated URLs, misleading users and reducing referral traffic to legitimate news sites.

AI platforms ignore publisher controls

Beyond attribution issues, many AI search tools fail to respect industry norms designed to protect publishers’ content. The study finds that AI platforms routinely retrieve content from sites even when publishers explicitly block them using robots.txt, a standard tool for controlling web crawling. This disregard for publisher restrictions raises ethical concerns and undermines publishers’ ability to manage the use of their content.

The Tow Center analysis also identifies inconsistencies in using publishers’ content with licensing agreements. Some news organizations with formal partnerships with AI companies still experience misattribution or see their content surface in ways that do not drive traffic back to their platforms. These findings suggest that agreements alone are insufficient to ensure proper credit or compensation for news publishers.

Revenue and engagement threat

For media companies, the rise of AI search directly threatens digital traffic, audience engagement, and revenue generation. Traditional search engines drive referral traffic to news sites, supporting subscription models, advertising revenue, and brand visibility. If AI search tools continue to bypass proper citation and link attribution, they could significantly weaken publishers’ brand recognition, authority, and ability to monetize their content.

Additionally, AI-driven search changes user behavior by reducing the need to visit source websites. Instead of clicking through to read full articles, users increasingly rely on AI-generated summaries, limiting publishers’ opportunities to engage audiences directly. This shift challenges established business models and forces publishers to rethink how they distribute and monetize content in an AI-driven search environment.

Responding to AI search disruption

Despite these challenges, there are opportunities to influence how AI search evolves. Since AI search models rely on high-quality journalism to function effectively, publishers have the leverage to demand better attribution, transparency, and enforceable policies. This study suggests four key strategies for publishers:

  1. Advocate for stronger AI regulations: Industry groups and publishers can push for more transparent policies that require AI search engines to cite and link to sources properly.
  2. Negotiate licensing agreements: While existing agreements show inconsistencies, publishers can strengthen negotiations to ensure AI companies provide meaningful attribution and compensation.
  3. Develop AI-optimized content strategies: As publishers adapted to search engine optimization (SEO), they must now consider how AI models surface content and explore ways to maximize visibility.
  4. Educate readers on AI search limitations: Publishers can inform audiences about the risks of AI-generated misinformation and encourage direct engagement with trusted news sources.

The Tow Center study concludes that media companies must remain proactive and ensure that AI search platforms operate with fairness, transparency, and respect for original reporting. The long-term health of the news industry depends on ensuring that AI-driven discovery tools do not replace or undermine the very sources that power them. By pushing for industry-wide standards and holding AI companies accountable, publishers can work toward a digital ecosystem where AI search enhances, rather than diminishes, quality journalism.

human hands at a computer with lightening bolts to indicate Journalism and Journalists use of AI
Industry-Research | Innovation | Research

Journalists confront the reality of media use of AI

The rapid adoption of Generative AI (Gen AI) in newsrooms sparks important discussions among journalists and media professionals, especially about transparency and trust. Across the industry, publishers vary in how they communicate their AI strategies to their workforce. Reports suggest that some journalists seek more transparency around management’s AI implementation efforts and agreements with AI companies. This lack of clarity also applies to content, as some publishers explore AI-generated articles without consistently informing staff or readers.

A lack of transparency around AI fuels distrust

Mike Ananny and Jake Karr examine how news media unions are trying to manage and stabilize the use of Generative AI. Their analysis, How Media Unions Stabilize Technological Hype, draws from a review of industry reports, expert interviews, and case studies of newsrooms integrating generative AI. The methodology emphasizes qualitative insights to understand AI’s impact on editorial processes, ethics, and audience trust.

According to the authors’ analysis, many employees only learn about AI licensing deals through sudden announcements, often without prior consultation. Some must rely on external reporting to understand their company’s AI initiatives. Union representatives consistently face resistance when requesting information, reinforcing a broader mistrust of employer intentions.

However, solutions are emerging. Some unions are pushing for contractual guarantees to ensure greater transparency. The Associated Press and certain Gannett-owned publications propose contract language requiring 90 days’ notice before implementing new AI-related newsroom technology. Similarly, The Onion and Wirecutter unions successfully bargain for advance notice and transparency requirements regarding AI procurement. These efforts signal a path to restoring trust through openness and accountability.

Journalists defend creativity and quality

News professionals ensure accuracy, provide context, and uphold ethical standards that AI alone cannot fulfill. Ananny and Karr conclude that AI’s so-called “creativity” is a remix of existing human work, lacking the depth, insight, and contextual awareness that define quality journalism. No matter how advanced AI becomes, skilled journalists must verify facts, interpret events, and shape narratives with integrity.

Recognizing this, some media organizations are implementing safeguards. The Associated Press is committing to using Gen AI only with direct human oversight to maintain compliance with journalistic standards. Another example includes editorial employees reviewing AI content before publication at The Onion, The A.V. Club, Deadspin, and The Takeout. And the MinnPost treats AI-generated material as a source requiring human editing and fact-checking.

But beyond oversight, journalists are pushing for the right to decide whether or not to use AI. Many unions argue that workers, as experts in their field, should determine the appropriate role of AI in journalism. The CNET Media Workers Union demands the right to opt out of using AI if it fails to meet publishing standards. The Atlantic Union similarly insists that journalists may use AI within ethical guidelines, but no one should force them to do so.

These demands reflect a broader principle: journalism is, at its core, a human-driven endeavor. AI may assist but cannot replace the judgment, creativity, and accountability that define quality reporting. The analysis concludes that to integrate AI responsibly, newsrooms must prioritize transparency, trust, and human journalists’ role in safeguarding the profession’s integrity.

Beyond transparency and journalistic integrity, the rise of Gen AI raises significant ethical and legal questions. One of the most pressing concerns is intellectual property: Who owns the content produced by AI models trained on vast amounts of copyrighted material? Many publishers argue that AI-generated work lacks originality and merely regurgitates existing human-created content. This also raises potential plagiarism and copyright infringement issues. In response, some media companies are taking legal action.

Additionally, there is concern about AI’s ability to spread misinformation. Unlike human journalists, AI lacks the critical thinking skills to discern fact from fiction. Without rigorous oversight, AI-generated content can amplify biases, fabricate sources, and misinterpret data, posing a direct threat to public trust in news media.

Regulatory bodies are beginning to take notice. Governments worldwide are considering policies to ensure AI transparency and ethical implementation in journalism. For example, the European Union’s AI Act includes provisions requiring companies to disclose AI-generated content and implement safeguards against misinformation. The Federal Trade Commission warns companies against deceptive AI practices, signaling potential regulatory intervention in the media industry.

Balancing innovation and integrity for journalism and AI

Despite the challenges, AI’s presence in newsrooms is likely to grow. Some publishers are taking a proactive approach by developing AI policies that prioritize ethical considerations. Reuters, for example, offers internal guidelines to ensure journalists use AI tools responsibly and transparently. The BBC is similarly on board to maintain human oversight over AI-generated content and clearly labeling AI-assisted reporting.

Ultimately, the future of AI in journalism will depend on striking the right balance between technological innovation and journalistic integrity. The authors concur that if publishers prioritize transparency, enforce accountability, and uphold journalists’ fundamental role, AI can be a valuable tool rather than a disruptive force.

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News podcasts are wildly popular. But who’s listening?

Podcasts are transforming how Americans consume news, offering on-demand access to trusted voices and in-depth analysis. As traditional news formats evolve, podcasts have become a critical medium for audiences seeking timely, engaging, and diverse perspectives.

Second only to comedy, news podcasts are a dominant podcasting genre. A new report from Sounds Profitable, in partnership with Signal Hill Insights, finds that 31% of podcast listeners consumed news content in the past month. The findings underscore a significant shift in how Americans engage with news, moving away from traditional TV broadcasts and toward more personalized, on-demand listening experiences.

News podcast consumer demographics

The average age of a news podcast consumer is 47, closely mirroring the overall U.S. adult population. This starkly contrasts television news audiences, where the average age skews significantly older—70 for MSNBC, 69 for Fox News, and 67 for CNN. This demographic shift highlights how younger audiences gravitate toward podcasts as a preferred medium for staying informed. Balancing short-form daily news updates with longer-form analytical discussions allows podcast listeners to integrate news consumption seamlessly into their routines.

The social influence factor

One of the study’s more interesting findings is the role of social influence in driving news podcast discovery and engagement. News podcast listeners exhibit significantly higher levels of social sharing and recommendations compared to their non-news counterparts:

  • 73% receive podcast recommendations from friends and family, compared to 51% of non-news listeners.
  • 73% actively recommend podcasts to others, versus 49% of non-news listeners.
  • 83% say they are likely to listen to a podcast recommended by someone they know.

This word-of-mouth dynamic plays a crucial role in podcast adoption, highlighting the importance of personal connections in shaping media consumption habits. While platforms and algorithms contribute to discovery, personal recommendations remain the most powerful driver of engagement.

Additionally, news podcast listeners are more likely to consume content with others. Unlike other podcast genres that often cater to solo listening, news podcasts frequently become a shared experience. Group listening fosters discussions and deeper engagement with the content, whether in the car during a commute or as part of a morning routine. The study reveals that 88% of news podcast consumers who listen with others cite “listening while traveling” as a major benefit, compared to 66% of podcast listeners.

Advertising challenge and opportunity for news podcasts

Despite their high engagement levels, news podcast listeners are not immune to advertising fatigue. The study reveals that:

  • 21% have stopped listening to a podcast due to excessive ads.
  • 14% cite repetitive content as a reason for abandoning shows.

This finding challenges the assumption that strong host-listener relationships can completely counteract fatigue. Even among engaged audiences, there is a threshold for how much advertising they are willing to tolerate.

However, the research also uncovers a compelling opportunity for brands. News podcast listeners are more receptive to brand-sponsored content than the general podcast audience:

  • 61% say they are likely to listen to a brand-sponsored podcast.
  • 46% indicate that a company’s involvement makes them more likely to try a new podcast than 34% of non-news listeners.

Brands can forge meaningful connections with news podcast audiences by positioning themselves as content partners rather than just advertisers. By integrating seamlessly into the content, brands can enhance rather than disrupt the listener experience.

Podcasts and the future of news consumption

The traditional model of news consumption—gathering around the television at a fixed time—has largely faded. Instead, audiences curate their news experiences through digital and on-demand platforms. While social media and news websites play an important role in this transition, podcasts offer a unique advantage: deeper engagement and trust.

Unlike passive scrolling through headlines, listening to a news podcast requires intentional engagement. The hosts of these podcasts often become trusted voices, forming strong bonds with their audience. This level of trust is a significant draw, positioning news podcasts as a vital part of modern news consumption. However, the challenge lies in maintaining audience engagement without alienating listeners through excessive advertising.

The findings from this report offer a compelling look at the evolving media landscape. News podcasts attract a younger and more engaged audience and reshape how people discover, consume, and share news. The influence of social recommendations and the potential for shared listening experiences emphasize the unique role of news podcasts in today’s information ecosystem. Additionally, the nuanced relationship between advertising and engagement further solidifies their distinct position.

Journalism support organizations
Industry-Research | Research

It may be time to reform journalism support organizations

Journalism support organizations face scrutiny regarding efficiency, strategic direction, and overall impact. Critics argue that these organizations function as bureaucratic intermediaries, consuming philanthropic resources without adequately addressing the needs of local news outlets. At the same time, many journalists and news organizations find these support structures essential to their survival, particularly as they navigate an increasingly complex media landscape. This tension raises an important question: How can support organizations evolve to better serve the local news ecosystem?

A recent report, “The Critical Role Support Organizations Can Play in Maturing the Local News Field,” commissioned by the Democracy Fund explores this issue in depth. The report concludes that a broader “field-level agenda” is necessary to help define common goals, establish accountability metrics, and align efforts across the journalism ecosystem.

Field-level agenda for journalism support organizations

One of the report’s findings is the lack of a shared framework to measure success in the local news sector. Many support organizations operate with distinct, sometimes overlapping missions, making it difficult to assess their collective impact. The report proposes a “field-level agenda” as a solution—an overarching strategy that brings together diverse players to set priorities, establish success metrics, and enhance collaboration.

Support for this concept is widespread. Many industry leaders echoed the idea that a structured, collaborative framework is needed to ensure that support organizations advance the field. David Grant of Blue Engine Collaborative notes that the industry struggles to effectively define its audience and measure impact. Similarly, Mary Walter-Brown of News Revenue Hub emphasized that support organizations should be held accountable for how well they help news organizations grow.

Roles and responsibilities of the news support ecosystem

There is broad agreement on the need for better organization within the field. However, stakeholders are still grappling with who should lead this transformation. Many argue that philanthropic organizations should establish more explicit expectations for accountability and collaboration.

Damon Kiesow, Knight Chair in Journalism Innovation at the University of Missouri, suggests that funders could accelerate progress by requiring grantees to adhere to standardized impact metrics. Tristan Loper of the Lenfest Institute points to recent grantmaking initiatives emphasizing partnerships rather than competition as a potential model for fostering greater alignment within the sector.

Others question the long-term sustainability of specific support organizations. Instead, they propose that funders adopt a more strategic approach to determining which initiatives should last decades and which should be time-limited interventions. This perspective underscores the importance of developing a clear vision for the role of support organizations within the broader journalism landscape.

A collaborative approach to news media support

The report highlights that while no single experience defines all support organizations, there is a shared desire for greater collaboration. The report was given to participates for review and some leaders noted that the report’s initial tone seemed overly defensive. They felt it reinforced criticisms rather than highlighting these organizations’ indispensable work. However, this feedback reinforces the issue’s complexity. Support organizations must navigate a fine line between responding to critiques and advocating for their essential role in the ecosystem.

Stefanie Murray of the Center for Cooperative Media challenged the notion that support organizations lack accountability. She pointed out that many already adhere to rigorous funding requirements. This debate underscores the need for a nuanced discussion about defining and measuring success in ways that reflect the realities of different organizations.

Next steps for journalism support organizations

While this report provides valuable insights, it raises questions that merit further exploration. For instance, how can the support field evolve, and what lessons can we learn from other industries? What balance should exist between funding direct journalism (news organizations) and intermediary organizations providing infrastructure and support?

Several leaders who participated in the report have proposed expanding the taxonomy of support organizations to include groups that act as bridges between journalists and community organizations. Others call for a similar taxonomy for newsmakers and funders, which could help clarify how different entities fit within the broader ecosystem.

The challenges facing journalism support organizations are complex. However, the Democracy Fund’s research states the need for reform is clear. Establishing a field-level agenda could bring greater coherence, accountability, and impact to the sector. However, achieving this vision will require sustained collaboration among all stakeholders, support organizations, funders, and local news leaders.

As the industry evolves, support organizations must adapt to ensure they remain valuable partners to local newsrooms. By embracing a more strategic, data-driven approach to measuring success and fostering collaboration, the field can move toward a more sustainable and effective future for local journalism.

Industry-Research | Research

AI assistants error prone when it comes to news

Artificial intelligence is rapidly transforming the way people access and consume news. With AI assistants increasingly serving as intermediaries between audiences and trusted news sources, it is essential to understand how accurately and reliably they present information. Unfortunately, according to recent research from the BBC, AI does not accurately deliver news.

In new research, the BBC is evaluating how well leading AI assistants—ChatGPT, Microsoft’s Copilot, Google’s Gemini, and Perplexity—deliver news-related answers. By granting these AI models access to its website, the BBC sought to assess its ability to effectively reference and represent its journalism.

This study examined the quality of AI-generated responses using 100 news-related questions, with BBC journalists evaluating them based on seven key criteria, including accuracy, attribution, and impartiality. The reviewers then determined whether the responses contain minor, significant, or no issues across these areas.

Significant errors in AI news

The results show that over half (51%) of AI-generated responses contain significant issues, while 91% exhibited some inaccuracy, bias, or misrepresentation. Specific issues include factual errors, misattribution of sources, and missing or misleading context. When evaluating how these AI assistants represented BBC content, the study finds that Gemini (34%), Copilot (27%), Perplexity (17%), and ChatGPT (15%) produce responses with errors in their use of BBC sources.

Accuracy and misinformation

AI-generated responses frequently report factual inaccuracies, even when citing BBC sources:

  • Gemini incorrectly states that the NHS discourages vaping as a smoking cessation method, despite BBC coverage explicitly confirming that the NHS supports vaping for smokers that want to quit.
  • Copilot misrepresents the case of rape survivor Gisèle Pelicot, falsely claiming that blackouts and memory loss led her to uncover the crimes against her.
  • Multiple assistants incorrectly report figures, such as significantly underestimating the number of UK prisoners released and misattributing Chrome’s market share statistics.
  • ChatGPT erroneously reports that Ismail Haniyeh, assassinated in July, is still an active Hamas leader.

Attribution and sourcing errors

AI assistants frequently misattribute or incorrectly source information. Some rely on older articles, leading to misleading conclusions. In several instances, assistants claim to summarize BBC reporting but include details that did not exist in the BBC articles.

Impartiality and editorialization

In addition to prevalent factual errors, AI assistants struggle with maintaining any semblance of journalistic impartiality. The study flags multiple instances where opinions are presented as facts, sometimes falsely attributing to the BBC as the source. For example, Perplexity characterized Iran’s actions in the Middle East conflict as “restrained” and described Israel’s response as “aggressive,” despite no such characterization appearing in the BBC article.

AI errors in news is a risk to public trust

These findings highlight serious risks in AI-generated news summaries. Misinformation can erode public trust in news media, whether due to factual errors, misleading context, or editorialized conclusions. Distortion of BBC’s content can have significant consequences. If these risks continue, audiences may question the credibility of BBC’s reporting.

AI assistants are set to play an increasing role in how people access news and because they do not generate meaningful traffic to media websites, it appears that the majority of people using them are not exploring further to determine the accuracy of the purported news AI delivers. This, it is critical that AI agents or chatbots endeavor to uphold the information ecosystem’s rigorous and trusted editorial standards.

Ultimately, AI developers are responsible for ensuring their products align with fundamental journalistic principles, including accuracy, impartiality, and reliable sourcing. The BBC warns that if these challenges go unaddressed, AI risks undermining the news organizations it depends on for credible information. As AI continues to evolve, the BBC emphasizes the need for the media industry to champion responsible AI integration to safeguard audiences and preserve journalism’s integrity.

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