The report titled, ‘Bridging the Gap: Reimagining News for Gen Z’ highlighted findings from a survey of over 4,000 Gen Z respondents (ages 15-28) across 40 markets and eight language clusters on news consumption patterns and underlying trends.
Gen Z refers to the demographic cohort born roughly between 1997 and 2012.
According to the report, Gen Z, which makes up 16% of urban India’s population, is the most internet-connected demographic, with 87% using the internet compared to the urban average of 75%.
AI for news interpretation
The survey findings revealed that Gen Z users find AI as a tool to break down complex topics, and 38% of respondents have chosen AI to fill gaps in comprehension and accessibility. While 43% of users are drawn towards AI to get quick responses, 36% use GenAI to translate content.
Biswapriya Bhattacharjee, director, B2B undefined 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.”
Gen Z has trust issues
Gen Z isn’t taking every forwarded news prompt at face value. Around 43% said they verify messages before sharing with others, while 49% distrust reports from unverified accounts.
Stories around health, safety, or money are sensitive to Gen Z; 39% of the people fact-check the content. In metros, 37% fact-check such content, compared to 42% in non-metros, while 36% seek evidence when a claim lacks proof.
Creators vs Reporters
The report highlighted social media as the most sought-after option for 91% of the Gen Z cohort for news consumption, followed by video platforms at 88%.
Further findings stated that 48% of Gen Z consumers are more likely to follow creators (for niche or civic creators), whereas 43% go for news organisations.
Durga Raghunath, head of news partnerships, Google India, said, “Gen Z is actively shaping culture and conversation, presenting a powerful new dynamic for news organisations. This is a generation that wants news that is accurate, trustworthy, and emotionally engaging.”
However, when it comes to trust, traditional news organisations triumph with 47% trust for news organisations against 38% for civic news creators and 39% for niche creators.
English journalism thrives
When it comes to language, 42% of Gen Z readers prefer English, but in audio and video formats, nearly 57% prefer local languages for reasons such as easier comprehension, better shareability, and a stronger emotional connection.
