Vizrt’s latest study urges broadcasters to swiftly adapt to keep Gen Z engaged in news

A recent study from Vizrt reveals a compelling shift in the news consumption habits of Generation Z (Gen Z). As the first cohort born into a fully digital world, Gen Z is demonstrating a clear departure from traditional news formats, emphasizing the need for broadcasters to swiftly adjust their strategies to engage this digitally savvy audience.

The study highlights that almost two-thirds of Gen Z (64%) turn to social media for news consumption, underscoring the critical importance for broadcasters to explore innovative ways to capture and retain viewers’ attention on these platforms. Instagram (60%), TikTok (38%), and Facebook (38%) emerge as the top choices for staying abreast of news and current affairs among Gen Z.

In a world characterized by rapid news cycles, an influx of negative stories, and a growing allegiance to social-first news brands, Gen Z is demonstrating a preference for dynamic, visually engaging content. Real-time data and on-screen graphics are identified as powerful tools, with 64% of respondents noting that such elements engage them, and 72% finding them immersive.

The study, based on a global survey of thousands of respondents from the UK and US, highlights Gen Z’s reliance on on-screen graphics. Gen Z is twice as likely (31% vs. 14% average of other generations) to pay attention to content featuring on-screen graphics, aiding in understanding complex stories (51% Gen Z vs. 42% average), reading data clearly (48% Gen Z vs. 46% average), and receiving additional information not otherwise displayed on the screen (54% Gen Z vs. 50% average).

Despite Gen Z’s preference for consuming news content on mobile phones, the study reveals challenges faced by this demographic. Over half (56%) of those aged 18-25 find it difficult to watch content due to the lack of adaptation for vertical viewing, and almost half (45%) cite the absence of on-screen graphics when on the go.

Vizrt’s research on newsroom consumption habits follows earlier studies on changing viewer habits among Gen Z and millennial sports fans, highlighting a common trend of rising social media consumption via mobile phones and the pivotal role of engaging visual graphics in capturing audience attention, whether in news or sports.

 

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