Publishers and broadcasters struggling to reach under-35s will have to radically rethink their content, the platforms they employ, and the formats they serve up, according to a new transatlantic digital tracking study from the Reuters Institute for the Study of Journalism.

A new report commissioned by the Reuters Institute, Oxford University’s research centre on global media, and authored by the strategic consultancy Flamingo finds that Gen Y and Gen Z news consumers want from news content.

“Overall, young people would like traditional media to be more accessible, more relevant and more entertaining but they are clear that they don’t want news to be dumbed down or sensationalised,” said Matthew Taylor, report lead for Flamingo.

“This will be a difficult circle to square but there are a number of emerging examples from brands like the Guardian and Vox of podcasts or interactive explainers which are achieving this balance”.

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