News as social currency and a life tool: To earn engagement, content must be framed through a "what's in it for me?" lens. News should provide actionable information on topics like jobs, digital safety, health and finance. It should also be designed for shareability, with templates and visual cues that allow Gen Z to remix and react to stories -

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Borrow from the creator's playbook: The research shows that trust remains with News Publishers and journalists - Gen Z understands the value these institutions hold in bringing credible news to the masses. To gain attention, newsrooms can adopt a more conversational, relatable tone, and even use humor and local languages. Collaborating with

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Language preferences are driven by format

• Gen Z prefers English for reading articles (42%) but strongly favors local languages for audio and video content (56% for videos and 57% for audio).


• This preference is fueled by local languages being ‘easier to understand’ (62%), ‘easier to share with family and friends’ (62%) and stronger emotional connect

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Creators capture eyeballs, but trust rests with institutions

• Gen Z's feeds are a blend of news organizations, creators, and meme pages.


• They are more likely to follow creators (48% for niche or civic creators) than news organizations (43%). Creators are highly effective at capturing attention by delivering content in engaging formats, using an

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Biswapriya Bhattacharjee, Director - B2B & Technology, Insight Division, Kantar, said, “This generation, which is 86 million strong, isn’t just consuming news, they’re curating their own experience of it. Gen Z expects news to be credible, but also emotionally resonant, visually engaging, and deeply relevant to their everyday lives. Our... See more

Gen Z prefers to consume news and content - through emotionally resonant, interactive, and visually engaging formats - in contrast to the more linear, formal, and static presentation often associated with traditional news.