If your eyes roll when you hear “Gen Z,” listening to Jessica Bulthé might change that response.

Her presentation during INMA’s Media Innovation Week in Antwerp, Belgium, provided insight into exactly how this group consumes media, what they expect, and what they are willing to pay — which might come as a surprise when compared to their generational counterparts.

Bulthé, data science business partner at Mediahuis in Belgium, began by redefining the notion of Gen Z. Instead of focusing solely on the years of birth — it is traditionally defined as those born between 1996 and 2010 — Bulthé pointed out that Gen Z can better be defined as the first generation to grow up in the era of smartphones. Or, more specifically, in the age of social media.

Over 61% of Gen Z view social media as their (free) main source of news. In one study from Mediahuis Netherlands, Bulthé found that only 17% of Gen Z pays for news. Gen Z does, however, pay for other services. Data from a Reuters Report shows in the U.K., Gen Z pays for TV/film streaming (75%), music (38%), and audiobooks and podcasts (21%).

Is the resistance to paying for news cause for alarm?

Not necessarily, according to Bulthé.

News in the form of TikTok stories or Instagram updates is insufficient to connect with this audience. Reaching Gen Z — and motivating them to pay for news —is possible if Gen Z’s needs are met in terms of content, product, and brand. Much can be accomplished by offering authenticity, personalisation and community — and delivering it in a way that appeals to them.

Different, but not indifferent

Even if 41% of Gen Z avoids the news, Bulthé said their lack of interest is a misconception. In fact, Ipsos research reports repeatedly show Gen Z to be the most politically engaged cohort and the most socially conscious of all the generational groups.

Historically, Bulthé said, news is focused on giving facts or “the who and what.” However, Gen Z is more interested in what the information means. They want trusted sources which translate the news into useful, clear messages, that are — as Bulthé said is frequently overlooked — not a “downer.” 

The deluge of negative news from digital and traditional platforms exhausts Gen Z readers. “It leaves them with a bad feeling,” Bulthé said. Overwhelmed and fatigued, the news becomes a burden to this demographic.

Instead, Gen Z wants relevant, truthful content that tells “what” it is, but also “what’s next,” too. They want solutions, not just descriptions of problems. The younger generation expects to be informed to make better decisions about their lives. At the moment, traditional news outlets are not delivering that, Bulthé said. 

In fact, thanks to the exponential number of news sources, news is often contradictory and confusing. Bulthé selected headlines from Mediahuis’ Het Nieuwsblad to illustrate the point.

Over the span of three weeks in August and September 2022, the headlines morphed from the prime minister speaking about five to 10 difficult winters, to another politician expressing dismay, sparking the prime minister to respond that even with five to 10 difficult winters there could still be a technological leap forward of 20 years. Editorial opinions followed, suggesting it is better to talk about five to 10 beautiful summers; experts further warned the prime minister’s words could lead to a recession.

Older audiences, i.e., the current bulk of the subscriber base, value the matter-of-fact reporting. Gen Z, however, views the back-and-forth as confusing. The sheer number of outlets, the 24/7 accessibility, and the different voices and perspectives create a blur of reality. Bulthé said it also leads to a fundamental distrust of the news.

Seizing opportunities with Gen Z

Within this void are opportunities for news entities that want to take a different approach.

Gen Z wants authenticity, “a face to the message,” which gives clarity, a clear perspective, and creates trust. Matt Welland, an 18-year-old in the U.K., started his own channel in the middle of the COVID-19 pandemic to cover news for his peers. He translates news into relevant information for his generation; he now has 2.4 million subscribers. Some of Welland’s posts reach 11 million views, performing better than traditional, big-name media.

By moving away from the digital carbon copy of a newspaper layout, platforms that winnow information into more digestible formats perform better. In-depth articles on fewer topics resonate with Gen Z and lessen information overload.

The Guardian, for example, redirected content on specific topics to social channels or niche sites. Bulthé reported that a whopping 44% of Gen Z is willing to pay for niche content — more than any other generation.

If mainstream media will not simplify the indiscriminate volume of news, two young Norwegian students will. Bulthé shared how, for a graduation project, two design students with no background in journalism built a custom app, NRK Nyss, to provide balanced and reliable political news for youth. Only nine articles are presented and the user has the ability to select the topics they want to read, making news both personal and relevant. According to Bulthé, research shows that a surprising 74% of Gen Z will pay for news if paired with a better customer experience.

An authentic brand is part of that customer experience. Since a news brand’s look and feel says as much about the user as it does the brand, Gen Z sees their choice of news platform as an expression of self. A Polish news platform, Newonce, made sure to cater to this crowd. Logo-emblazoned hoodies simultaneously served as company marketing but also enhanced the user’s identity and “cool factor.”

The resulting brand affinity combined with Newonce’s focus on less content parlayed into more engagement: 2.9 million podcast streams in 2021. When it launched a paywall in February 2022, it had over 6,000 subscribers in six weeks, with 25% choosing annual plans.

For Gen Z, Bulthé posited, less is really more. In-depth, balanced coverage is more appealing to this group, as is relevant and personal content (and delivery!). Most importantly, unlike their  older counterparts, Gen Z expects news beyond “just facts.” They want meaning, even solutions. When Gen Z is given the news content, brand, and product they seek, Bulthé said, the 83% of the market not paying for news today can change.

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