It is now widely recognized that communication today is profoundly shaped by the widespread use of social media, which has established itself as the primary source of information for generation Z (those born between 1997 and 2010), supplanting traditional media in this role.
Whether unconsciously, what is known as “incidental consumption”, or by actively seeking information through following hashtags or informational pages on platforms like TikTok or Instagram, traditional media, such as newspapers or television, are no longer part of generation Z’s information diet. Communication through social media defines a new way of staying informed that is characterized by being faster, more fragmented, and constant.
How do young people stay informed?
On the one hand, there is the factor of “incidental consumption”, a term that refers to young people not “seeking out” the news, but rather “stumbling upon” it while consuming content on social media. In this case, the information arrives in a fragmented and decontextualized form, through short messages and without the traditional editorial filter of journalism. On the other hand, when it comes to delving deeper into news content, there are several ways to access more detailed information, ranging from the choice of social media platform to the method used, such as through the use of hashtags. Social media presents information in a wide variety of formats: podcasts, YouTube videos, posts by content creators, pages dedicated to specific topics… generation Z chooses the format that best suits them based on their preferences or the moment they’re consuming the content.
Faster information and differents formats
In any case, the digital environment plays a fundamental role. But it is not only young people’s sources of information that have changed, it is also who they trust. It is no longer just a matter of relying on the recognized name of a newspaper or a television program that has been a benchmark for news for decades. Rather, the clarity and sensitivity expressed by some digital content creators make young people feel that their worldview is also valid and deserves to be considered.
The reason for this return to the cult of individuality is clear: we personally identify with these creators, whom we perceive as peers, establishing an emotional connection and sense of closeness that conventional media cannot replicate. This preference reflects several limitations of the traditional media model. Young people reject the way they are usually portrayed, frequently through stereotypes or narratives of conflict that do not align with their reality. Added to this is the perception that content is overly politicized, which undermines trust in the media’s objectivity.
At the same time, social media has become the natural habitat of gen Z. There, influencers master visual, concise, and direct language that instantly connects with their audience. The rise of amateur content, from streamers to “Twitch idols”, contrasts with the rigid, linear format of traditional television, which this generation finds outdated and inflexible. In contrast, digital creators offer transparency, relatability, and thematic affinity, adapting to the audience’s pace and interests.
Therefore, it is no coincidence that traditional media have turned to the digital sphere, incorporating formats and content typical of social media: stories, reels, and posts that summarize a historical event while also capturing the attention of this type of audience. This shift is redefining communication and marketing; in this sense, brands are no longer competing solely for attention, but for credibility in an environment where content creators generate more trust than many traditional media outlets.
The death of television?
Entertainment, information, and marketing have always been interconnected, the difference now lies in the space where they take place. In the past, family life revolved around a piece of furniture in the center of the living room, the television was the “focal point” that brought society together. However, for gen Z, that ritual is an analog relic, their ecosystem is no longer tied to a single space or schedule, and the content they consume is fragmented.
According to Dentsu’s report The Gen Z Effect: Shaping the Year of Impact, 75% of young adults no longer watch live TV daily. The massive shift toward connected TV (CTV) and streaming has turned traditional television into a generator of memes and highlights that gen Z shares on little fragmented clips on social media.
As communications professionals, the challenge lies in identifying relevant moments that can stand out in a fast-paced news cycle, and yet are interesting enough to make the audience want to dig deeper.
In conclusion, traditional media isn’t dead, but it is no longer the center of the information ecosystem for generation Z. Today, the competition is set in an environment where immediacy, relatability, and authenticity carry more weight than historical authority. Social media has not only changed how information is consumed, but also who produces it and who is trusted. Given this scenario, the challenge for media outlets and brands is not to resist change, but to adapt to the new rules, understand that there is an active, fragmented, and demanding audience, and learn to communicate effectively in a space where attention is fleeting, but emotional connection is everything.
