Social media has emerged as the dominant news source for India’s Gen Z, with 91% of this generation relying on it for updates, followed closely by video platforms at 88%, according to a new report by Google and Kantar. The study, Bridging the Gap: Reimagining News for Gen Z, surveyed over 4,000 respondents aged 15–28 across 40 markets and eight language clusters, and sheds light on how this digitally native audience is reshaping news consumption.
Gen Z, which makes up 16% of urban India’s population, around 86 million people, is the country’s most internet-connected demographic, with 87% using the internet compared to the urban average of 75% (Kantar ICUBE Urban 2024).
Creators grab attention, but trust rests with publishers
The feeds of Gen Z news consumers are a blend of institutional publishers, independent creators, and meme pages. Creators often outpace traditional outlets in capturing attention, using conversational tones, immersive narratives, and engaging formats. Nearly half (48%) follow niche or civic creators, compared with 43% who follow news organisations.
However, when it comes to trust, news publishers hold the edge. The study found that 47% of respondents trust news organisations, compared to 38% for civic creators and 39% for niche creators. “This generation… isn’t just consuming news, they’re curating their own experience of it,” said Biswapriya Bhattacharjee, Director – B2B & Technology, Insight Division, Kantar.
AI and language shape consumption patterns
Language preferences also vary by format. While 42% prefer English for reading articles, local languages dominate in video (56%) and audio (57%) due to greater ease of understanding, stronger emotional connection, and shareability. Generative AI is becoming a significant tool for accessibility, with 84% using it to get quick answers, simplify complex topics, or translate content.
Durga Raghunath, Head of News Partnerships, Google India, said newsrooms must adapt storytelling to be “native to their digital lives” while maintaining credibility. The report recommends publishers rethink formats for social and video platforms, take cues from creators’ engagement strategies, and frame news as both a life tool and a form of social currency.