Q&A with Nic Newman, Senior Research Associate Reuters Institute (Oxford, UK)

Alexandra Borchardt: Nic, you have studied news consumption behaviour of different age groups for decades. What do media organizations need to know if they want to reach young people today? 

Nic Newman: People who grew up with social media show very different behaviours from those of previous generations. They want everything friction-free – ­and immediately –  and they want to consume content where they are. They don't want to go to news websites or apps. And they want their consumption to be easy, entertaining, fun. That's a big challenge because do you change your journalism to make it more entertaining and fun? Or do you just accept that they're going to come less often to you because you're not very entertaining and you're not a lot of fun?

Is there such a thing as “the young audience” some in the media are talking about, or does your research reveal different young audiences? 

One of the defining features of this younger audience is just how varied their consumption is. We've done qualitative work where we've talked to individuals in different countries, and everyone has got different media habits. For example, it's not true that all young people use TikTok for news. There are many who hate TikTok. We found people who had very clear routines, almost like those of newspaper readers. We saw them reading The Economist at exactly the same time every morning on their commute as they briefed themselves on the things they needed to know for work. You have the typical lifestyle effects when as you get older and go into a job, there's information you need. Just young people’s way of accessing that information is going to be different, the unhappiness with any kind of friction applies to all. 

Presumably education and social status matter, too.

Education is always the biggest divider in terms of how interested people are in news. The more interested people are in news, the more likely they are to build a relationship with a brand or with an individual. That's the other big trend: that many young people prefer to access news through an individual they trust. 

You did a major report on creators for the Reuters Institute. What were your key findings?

It varies by country. We all know the politically polarizing creators in the US, the Joe Rogan types. There are a lot less of these in Europe. There you see more of those educator types like MrWissen2go in Germany. In explanatory journalism creators are clearly filling a gap that traditional media does not fill. The third area is the specialists who are building really deep, authentic relationships in a particular subject area. This also threatens traditional media companies, because these individuals have an incredibly low cost base. Many of them came from mainstream media but now think it's better to operate on their own. 

Some data shows we have reached peak social media – now that even the most backwards media brands have realized they need to give it a go. 

There's definitely a backlash against noise. But it might be impossible to even talk about social media anymore. Social media used to be social: about what your friends were doing. But that has been declining. In the past two to three years, it has developed from content that came from someone you knew to content that is essentially driven popularity using AI driven algorithms. A lot of that is fuelled by video. People aren't getting bored with YouTube or TikTok, that's growing. 

What does that mean for the media industry? 

One of the implications is the competition for attention within the new discovery mechanisms. The platforms are setting themselves up as creator friendly, they want to attract the best content that's going to keep people's attention. And again, they find that although professional media is part of that, people are paying more attention to non-professional media, to authentic personalities. Younger people are paying a lot of attention to people who look like them. Traditional media are struggling to behave like creators, because their sometimes less objective approach doesn't fit with journalistic norms. The other growth area is through AI. Young people are more likely to access news and information through AI, because it's friction free, quick, easy, and gives them what they want, it is personalized. 

What would you recommend editors and media organizations to do in this situation where both is quite foreign to them: creators and AI-based discovery?

Most media companies are thinking about investing more in video, particularly in vertical video that builds an authentic trust relationship. You've seen the New York Times and a range of other media companies putting vertical video on their front pages, trying to bolster the visibility of their own personalities and journalists to the extent that these are looking directly at you in the camera, building that sort of authentic direct relationship. They're trying to copy a few creator techniques. Other strategies are to partner with creators or to co-opt them and bring them on staff. A whole list of companies have done that, in the UK for example the Daily Mail and the Independent. The third possibility is to engage with existing creators in particular fields, for example in investigations to help with distribution or content creation

What are the most common mistakes that you observe in newsrooms – apart from not doing anything for young audiences?

Probably the biggest mistake is an old newsroom trying to be down with the kids. Some older television anchors have done very well on TikTok, but in general, young people do not want you to dumb down. They want you to maintain your credibility and institutional authority. Don't not cover politics or other important subjects because young people are spending less time on these issues. Try and make it accessible. Think hard about the formats you're using. This works for older people as well. The other common mistake is to do a brand for young people, unless you do it to learn something from it. There have been very few cases where that has been successful. 

Why is that? Some young editors in large media companies have put quite some effort into developing those brands. 

Because in most of those cases you're trying to get young people to do something they don't want to do, which is come directly to an app or to a website. And if it's a brand that only works in social media, you might as well build a personal brand or try and amplify the message of the existing brand rather than trying to create a new one. It is different if you are a digital first brand like Zetland in Denmark where you have a very clear audience in mind to begin with. 

What is their secret sauce?

One important aspect of this is representation. Young people struggle with traditional brands because they don't feel that the journalists and the newsrooms really understand what they're interested in – both in terms of the agenda and in the way they like to consume media. For newsrooms that are primarily employing people age 45 and older, it's very hard to speak authentically to a younger audience. Zetland’s founders were of that generation.

One of their recipes for success seems to have been their audio first concept. Because the data shows that young people like long stories – when they can listen to them. 

That’s another myth about young people: that they're not interested in linear, they're not interested in long form. Obviously, they binge on long television series, they binge on podcasts. But the kinds of podcasts they're listening to are an accessible, easy mix of entertainment and information. There's a lot of humour involved. And again, that works well with older people, too. Interestingly, podcast is becoming video. What we found in our research for the latest Digital News Report is that younger people watch podcast videos because they want to get closer to the host. Whereas older people say, it's all about audio. And then you've got this third audience, which is people who just come across the podcast brands as short form video clips on TikTok and Instagram. So, podcasts are becoming kind of multi-platform brands with different appeal to younger and older people, depending on the platforms that are being used. 

Listening to you I get this feeling that about two thirds of today’s newsroom inhabitants are useless species because all they've ever wanted to do is write long stories. 

The other side of that coin is that the majority of traditional news organizations’ audiences are older and that they're not dying anytime soon. Newsrooms will continue to serve those people, which is one of the things which makes it hard for them to change: Most of the revenue comes from older people. If they super serve young people, they're likely to annoy these older groups. This is where personalization could come in: showing people who like these formats more of the video and showing people who don't like them less of the video. When targeting younger audiences, there's a bit around the news agenda, there's a bit around formats, and there's a bit around tone.

What about young people and news has surprised you most in all your research? 

That there is so much diversity in interests. Let’s take Sudan. That's a country that gets very little mainstream media coverage, but on Instagram and TikTok there's quite a lot of news about it, because it's a completely horrific situation. You get a lot of surprises like that which challenge some of those myths that young people aren't interested in anything outside their backyard or their friendship group.

Your creator report says that across the 24 countries you looked at, 85 percent of the creators were male. That looks like the opposite of increasing diversity. 

Yes, it is ironic that  that this new space that is full of creators is actually less diverse in some respects. That tells us quite a lot about who wants to get in front of the microphone. Political commentary is the one that is most dominated by men talking into their big microphones to other men, mainly consumed by older people. Then you've got the explanatory stuff, which is mainly created by young people and consumed by young people. And then there's a whole load of more news adjacent creators who are in fashion or food and that's much more gender mixed. There are some exceptions though. The Philippines has almost gender parity.

Context

This interview was conducted as part of our study titled “A miss is as good as a mile: A qualitative study on Gen Z and journalism in Austria, featuring perspectives from users, media professionals, and international experts.”

You can find more information and the full study here.