MEF’s Riccardo Amati reflects on the changing face of news media consumption – by 2030, news must be Mobile-First, Influencer-Driven, and Relevant, according to a Financial Times study. FT Strategies’ Liat Feinman-Adelman emphasizes, “Publishers that will thrive are those ready to rethink everything”
News publishers need to engage Gen Z now, as this generation is glued to social media for news and won’t naturally shift to traditional outlets as they age. To stay relevant, publishers should form real connections by collaborating with creators, empower young journalists, embrace social-first, personalized content, and ditch stiff language. Failing to adapt risks losing the next wave of news consumers—and future revenue.
“They’re not going to suddenly wake up at 30 and start reading print or watching TV news,” says FT Strategies’ Liat Feinman-Adelman, one of the lead researchers behind Next Gen News: Understanding the Audiences of 2030, a study by The Financial Times and Medill University. “This generation’s relationship with news is shaped by social platforms, and if publishers want to stay relevant, they must meet Gen Z where they are—on their phones, on Instagram, TikTok, and wherever news is visual, fast, and personalized.” Her team’s extensive research, focusing on 18-25-year-olds in the U.S., India, and Nigeria, reveals just how deeply entrenched these digital habits are. The study examined the ways Gen Z engages with news, their trust in media, and how publishers can better align their content strategies with this group’s preferences.
The Mobile-First Future of News
A staggering 74% of Gen Z members get their news primarily from social media platforms, according to the study. This goes beyond social networks—it reflects a broader shift towards mobile-first consumption. Gen Z lives within a mobile ecosystem where news, entertainment, and communication are all experienced on a single device. As mobile apps continue to dominate how this generation interacts with content, traditional publishers must recognize that the mobile experience is no longer optional—it’s essential.
News brands like NowThis and The Washington Post’s TikTok account have capitalized on this by delivering news through mobile-friendly formats, whether that’s short videos or bite-sized stories designed for fast consumption. For instance, The Washington Post’s TikTok approach, mixing humor with visual storytelling, has won them a massive following, proving that even hard news can thrive within the mobile ecosystem. This shift represents not just an evolution in content creation but in news delivery itself.
Publishers who resist adapting to these mobile trends risk alienating Gen Z. Traditional formats like long-form articles may still have a place, but they need to be complemented by content that fits seamlessly into the mobile environment. Whether through 60-second news clips, dynamic Instagram stories, or responsive apps, the future of news is about meeting Gen Z where they spend most of their time—on their phones.
Collaborating with Creators: Bridging the Mobile-Influence Gap
Another key insight from the Next Gen News study is Gen Z’s preference for authenticity, which is largely shaped by their interactions within the mobile ecosystem. This generation values creators and influencers who deliver news in ways that feel personal and unfiltered. Mobile platforms, from TikTok to Instagram, allow these creators to flourish, as they offer real-time, on-the-ground perspectives that resonate with young audiences.
Publishers can benefit by collaborating with these creators to bridge the gap between institutional journalism and Gen Z’s mobile-centric media habits. By working with influencers, news outlets gain credibility while tapping into the vast networks creators have built through social media. For instance, partnerships with YouTube commentators or TikTok activists can help publishers reach younger, mobile-first audiences in ways that feel organic, rather than forced.
However, this approach requires a careful balance. Creators should be allowed to maintain their unique style and voice, which is key to their credibility with Gen Z. In an age where mobile feeds are saturated with information, creators serve as filters, guiding their followers toward content that aligns with their values and interests. News outlets that embrace this collaborative model can extend their reach within the mobile ecosystem while staying true to journalistic principles.
Empowering Gen Z Journalists
Another key strategy is empowering young journalists who are digital natives themselves. This generation understands the nuances of mobile-first communication better than most and can guide newsrooms on how to create content that resonates with their peers. From TikTok video production to optimizing content for mobile app notifications, young journalists bring valuable skills to the table.
Some newsrooms have already begun integrating young journalists into their teams to strengthen their mobile-first content strategies. These journalists are not only comfortable with emerging platforms but also bring a fresh perspective on issues that matter to Gen Z, such as climate change, social justice, and mental health. Giving them a voice in editorial decisions and allowing them to experiment with new formats can help publishers better align their content with the needs of a mobile-centric audience.
As Feinman-Adelman points out, “We’re seeing young journalists not only reporting the news but shaping it by providing their peers with the stories that truly matter to them.” Empowering these voices is crucial for publishers seeking to build a lasting relationship with Gen Z. If these young journalists can create news that feels immediate and relevant in a mobile context, they can help news outlets gain a competitive edge in an increasingly crowded media landscape.
Personalization and Relevance in the Mobile Ecosystem
Gen Z’s expectations for news are shaped by their experiences in the broader mobile ecosystem, where content is personalized to their preferences. Apps like TikTok and Instagram have set new standards by offering algorithm-driven feeds that serve up content uniquely tailored to individual tastes. News publishers need to adopt a similar approach to stay competitive.
For example, apps like Flipboard and Quartz already provide highly customizable news experiences, allowing users to curate the topics they care about. This aligns with Gen Z’s desire for control over their content consumption. Personalized content is key to capturing and keeping the attention of this generation, who expect their mobile apps to cater directly to their interests.
In addition to algorithmic personalization, news content must also be tailored in tone. The formal, detached voice traditionally associated with news reporting doesn’t resonate with Gen Z. They prefer conversational, relatable language that mirrors the casual, interactive nature of social media. Publishers who adopt this tone while delivering credible information will be more successful at keeping their content relevant within the fast-moving mobile space.
The Stakes: The Mobile Generation and the Future of News
The need to engage Gen Z isn’t just about evolving for today—it’s about survival in the mobile-first future of news. As mobile devices become more central to our lives, publishers must adapt to ensure they remain part of that ecosystem. Gen Z and millennials will soon dominate the media landscape, and they expect news to be as easy to consume as their social media feeds.
Publishers who fail to embrace the mobile ecosystem may find themselves losing a critical audience—and future revenue streams. The transition may require rethinking long-established practices, but the payoff will be staying relevant to a generation that defines news consumption through mobile experiences.
As Feinman-Adelman concludes, “The future of news belongs to those who are brave enough to disrupt their own traditions. The publishers that will thrive are the ones willing to rethink everything—from the tone of their headlines to the very platforms they use to deliver their stories.”
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