A YouTuber Tops the List of People Gen Z & Millennials Trust for News

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Who is the individual that young consumers trust to inform them about current events? In a plague of fake news, they’re turning to some new sources…

Three quarters of 18-36-year-olds and three in five 13-17-year-olds say that fake news is one of the biggest problems in society today. They also feel surrounded by it. Recently, The Atlantic reported that teens are turning to “flop accounts” on Instagram for news, over traditional outlets. Flop accounts call out foul play (fails, or flops) in Hollywood, on YouTube, and increasingly, in politics. As concern over fake news rises, one 17-year-old explains that “it’s a lot of people completing these things together, not just one person, which makes us trust it more.” A “strong distrust of news media” is fueling the trend.

When we asked young consumers, "In general, how confident are you that your news sources give you accurate information," 45% said somewhat confident, and 34% said very/extremely confident. Though they see fake news as a huge problem, they still believe that the news sources they're personally turning to are, for the most part, reporting accurately. But those sources could include flop accounts, online publications, people in their social circles, late night hosts, and more. At this point, news doesn’t have to come from behind a desk in a newsroom to be considered trustworthy. In our recent monthly survey on news consumption and trust, we asked young consumers all about the news sources they trust—including “Who is the individual you trust most to inform you about current events? (e.g. anchors, TV hosts, journalists, YouTube creators)”* Their top answers indicate that a shift in news consumption is well underway:

*This was an open-end response question to allow us to capture the full range of individuals that…


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The Newsfeed

Quote of the Day: “[Animal Crossing Pocket Camp is] free to play, but it's loaded with a lot of content. It's super cute and relaxing.”—Female, 32, IL

PepsiCo needs to think small to compete with indie brands. Their new unit, The Hive, will be “a small entrepreneurial sort of agile group” to foster smaller brands and create new brands based on emerging trends. Unsurprisingly, The Hive is a response to consumers (ahem, Millennials) who are “demanding” healthier products and championing smaller labels. We continue to see big brands adopt startups, and startup thinking, as they navigate today’s competitive landscape. (Fortune)

Millennials and Gen Z are going to “extreme lengths” to share streaming passwords—and major platforms are losing millions. Magid research indicates that 35% of 21-35-year-olds and 42% of those younger than 21 share streaming service passwords, compared to 19% of Gen Xers and 13% of Boomers. One particularly amusing anecdote: the 20-something who uses the HBO Go login of a one-night stand from 2013. Though Netflix and HBO have both said that password sharing isn’t a problem, there’s no denying they are losing out on revenue—Hulu stakeholders estimated a loss of $1.5 billion yearly. (CNBC)

Wikipedia-branded streetwear has sold out. The site teamed up with LA streetwear brand Advisory Board Crystals for a “surprising” collaboration, and the resulting long sleeved tee emblazoned with “Internet Master” and Wikipedia’s puzzle logo was a success. All proceeds from sales were pledged to the Wikipedia Foundation, and the store is planning to restock “to make as large of a contribution as possible.” According to Ypulse Brandoms research, 60% of 13-35-year-olds say logos are back in style. (MashableThe Verge)

Fitbit’s new tracker is about more than just fitness. Though their smartwatch business is growing significantly faster than trackers, the brand “hasn’t given up” on their roots—and their newest model offers a range of features for wellness-focused users. While it, of course, tracks exercise and calorie burning, it also has built-in meditation, sleep tracking, and female health tracking. Since 96% of 18-34-year-olds tell Ypulse that taking care of their mental health is just as important as taking care of physical health, thinking beyond workouts could be a wise move. (Business Insider)

Amazon wants to steal away YouTube creators to bolster their own platform, Twitch. They’re reportedly offering multi-million dollar deals to influencers ranging from Gigi Gorgeous to Will Smith, hoping their large followings will follow them off of YouTube. So far, Twitch has 15 million daily users compared to YouTube’s 1.9 billion but Twitch’s SVP promises “a steady drumbeat of lots of new content.” They’re also reportedly looking to double their ad revenue in the next year, and their foothold on video games like Fortnite is sure to help. (Bloomberg)

Quote of the Day: "I love travel and finding the best deals on airfare. Hopper really helps me do that, in a simple format.”—Female, 22, FL

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