A new study has revealed that most of India’s Gen Z does not actively search for news but instead comes across it while scrolling through social media or watching videos online. According to the report, 65 percent of respondents said they stumble upon news rather than seek it out.
The study, titled ‘Bridging the Gap: Reimagining News for Gen Z’ and conducted by a research firm in partnership with a technology company, surveyed over 4,000 Indians aged 15 to 28 across different cities and languages. It shows how India’s youngest internet users consume news and how newsrooms may need to adapt to meet their preferences.
Gen Z in urban India, numbering 86 million, prefers news that feels emotionally relatable, visually appealing, and easy to consume. Formats such as short videos, explainers, recaps, and local language or meme-based content are more appealing than traditional news formats.
“This generation isn’t just consuming news, they’re curating their own experience of it,” said a senior representative from the research firm. “They expect news to be credible, but also emotionally resonant, visually engaging, and deeply relevant to their everyday lives.”
The report found that social media is the top news source for Gen Z, with 91 percent using it, followed by video platforms at 88 percent. Their feeds often mix institutional news brands, civic and niche creators, and meme pages. While 48 percent follow content creators compared to 43 percent who follow traditional news outlets, trust is still higher for established institutions at 47 percent, compared to 38 to 39 percent for civic and niche creators.
Language preferences depend on format. Gen Z leans towards English for reading (42 percent), but prefers local languages for video (56 percent) and audio (57 percent), citing ease of understanding, better shareability, and stronger emotional connection as key reasons.
The report suggests news publishers treat social media and video platforms as primary destinations for news rather than secondary distribution channels. Storytelling should become more approachable and visually dynamic while maintaining journalistic credibility. Content should answer the ‘what’s in it for me’ question, focusing on topics like jobs, money, safety, and education.
A senior executive from the technology company said, “To genuinely connect with this audience, it is critical to adapt storytelling and formats to be native to their digital lives… and build trust for the long term.”
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