Broadcasters and newspapers that are struggling to reach under-35s will need to think differently about content, formats and platforms if they are to engage a generation that has fundamentally different expectations. This is the key conclusion of a new report commissioned by the Reuters Institute and authored by strategic consultancy Flamingo.

The report is based on insights from digital tracking of the news consumption of young consumers in the United States and United Kingdom along with detailed diaries and interviews. The findings are underpinned by quantitative data from the Reuters Institute Digital News Report 2019, which shows that under 35s are less loyal to traditional news brands and mostly prefer social media and news aggregators to traditional broadcast or print media.