Young people want their news to be more fun, a new report says

In the news industry, there's no shortage of data that says the same thing: young adults and older adults get their news in different ways. While older adults (age 55 and up) are mostly locked in on traditional news sources, young people increasingly turn to influencers and AI. As newsrooms grapple with how to lure younger audiences to their platforms, a new report published Tuesday asks a different question: What do young people actually want their news to be like? The answer is, well, more fun. (Wouldn't we all like that?)

The Reuters Institute for the Study of Journalism at the University of Oxford analyzed a decade's worth of its own research about the news consumption habits of 18- to 24-year-olds from around the world, compared to those of adults ages 55 and up. Both groups prioritized local and international news, but younger adults ranked "fun news" (satire and things that make them laugh) fifth, while older adults ranked it tenth. In addition to being informative, young people also want their news to be entertaining, which the report's authors attribute to "the increased use of platforms that provide both almost simultaneously may be shaping preferences and expectations."

While younger news consumers generally think the media does a good job of keeping them informed, it's less successful at making them feel better about the world. Some news publishers have taken note of this desire for "good news": The BBC (UK), Daily Maverick (South Africa), and Excelsior (Mexico) have created designated sections within their websites that collate good news, while the Guardian (UK) and Delfino.cr (Costa Rica) offer uplifting newsletters. The Globe and Mail (Canada) has done deeper editorial restructuring with this in mind, creating new beats for "healthy living" and "happiness," among others.

Overall, the report found that young people's consumption habits aren't a simple shift away from traditional news but rather a desire for a more engaging and entertaining news experience. This isn't just about the content but also the way it's delivered. Younger audiences expect news to be more dynamic, visually appealing, and interactive, often incorporating elements of entertainment like quizzes, polls, and short-form videos.

The shift in preferences is also tied to the rise of social media and the way younger people consume content. Platforms like TikTok, YouTube, and Instagram have redefined what news can be, blending factual reporting with entertainment. Influencers and AI-generated content have become integral parts of the news ecosystem, offering alternative perspectives and quick, bite-sized information.

However, this desire for fun news isn't without its challenges. News organizations must balance the need for entertainment with the responsibility to provide accurate and comprehensive information. There's a risk of prioritizing clicks and engagement over journalistic integrity, which could lead to the spread of misinformation.

Despite these concerns, the report highlights the opportunity for news outlets to reimagine their approach to storytelling. By incorporating more interactive and engaging elements, newsrooms can better connect with younger audiences. This could involve experimenting with new formats, such as podcasts, augmented reality, or gamified content, to make news more accessible and enjoyable.

Ultimately, the report underscores the importance of understanding the needs and preferences of different demographics. As the news industry continues to evolve, adapting to the changing landscape of media consumption is crucial. By prioritizing fun and engagement, news organizations can not only attract younger audiences but also foster a more positive relationship with their readers, one that goes beyond mere information and builds a sense of connection and shared experience.

In conclusion, the desire for more fun news among young people is a reflection of their unique relationship with media. It's a call for newsrooms to innovate and rethink their approach to storytelling, ensuring that the news remains both informative and entertaining. As the digital age reshapes the way we consume information, the key to success lies in understanding and meeting the expectations of diverse audiences, one step at a time.