TLDR: A recent Google and Kantar study, ‘Bridging the Gap: Reimagining News for Gen Z,’ highlights a significant shift in news consumption among India’s Gen Z. The report reveals that 91% of this demographic relies on social media for news, with video platforms closely following at 88%. This digitally native generation, comprising 16% of urban India, seeks emotionally resonant, visually engaging, and personally relevant content, often turning to independent creators. Notably, 84% of Gen Z use generative AI tools to interpret news, simplify complex topics, and translate content, indicating AI’s growing role in news accessibility.
A groundbreaking study by Google and Kantar, titled ‘Bridging the Gap: Reimagining News for Gen Z,’ has unveiled a profound transformation in how young Indians consume news. The report, based on a survey of over 4,000 respondents aged 15-28 across 40 markets and eight language clusters, indicates that India’s Generation Z is actively curating their news experience, moving away from traditional formats towards more dynamic and interactive platforms.
The study reveals that social media has emerged as the dominant news source for Indian Gen Z, with a staggering 91% relying on these platforms for their daily updates. Video platforms are not far behind, with 88% of Gen Z utilizing them for news consumption. This demographic, which constitutes 16% of urban India’s population—approximately 86 million people—is the country’s most internet-connected, boasting an 87% internet usage rate compared to the urban average of 75% (Kantar ICUBE Urban 2024).
Gen Z’s news feeds are a diverse mix, incorporating content from institutional publishers, independent creators, and even meme pages. While traditional news organizations remain a source of trust, independent creators often outpace them in capturing attention. Nearly half (48%) of Gen Z follow niche or civic creators, compared to 43% who follow news organizations. Creators leverage conversational tones, immersive narratives, and engaging formats to resonate with this audience. However, when it comes to trust, news publishers hold a significant edge, with 47% of respondents trusting news organizations, compared to 38% for civic creators and 39% for niche creators.
Biswapriya Bhattacharjee, Director – B2B & Technology, Insight Division, Kantar, emphasized this shift, stating, “This generation… 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.” Durga Raghunath, Head of News Partnerships, Google India, added, “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.”
Language preferences also play a crucial role. While 42% of Gen Z prefer English for reading articles, local languages dominate video (56%) and audio (57%) content. This preference is driven by the ease of understanding (62%), shareability with family and friends (62%), and a stronger emotional connection (55%) that local languages provide.
Significantly, the study highlights the increasing role of artificial intelligence in news consumption. A vast majority of Gen Z (84%) have utilized generative AI tools to delve deeper into news content, bridge comprehension gaps, and enhance accessibility. They employ AI for various purposes, including getting quick answers (43%), simplifying complex topics (38%), and translating content (36%). This indicates AI’s growing importance as a tool for news interpretation and understanding among young audiences.
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Furthermore, the report sheds light on Gen Z’s discerning approach to information. Around 43% verify messages before sharing, and 49% express distrust towards reports from unverified accounts. For sensitive topics like health, safety, or money, 39% of respondents fact-check the content, with 36% actively seeking evidence when a claim lacks proof. This demonstrates a generation that, while digitally immersed, is also conscious of information credibility.
