How Gen Z Gets Its News: TikTok Is Becoming Gen Z’s Google – Morning Consult

Publishers’ paths to reaching Gen Zers are becoming notably less straightforward. Well before search giants announced plans to integrate generative artificial intelligence into their platforms, which could ding publisher referrals, Google acknowledged it was becoming a less-favored search platform for Gen Zers.

This was no flash in the pan: The latest Morning Consult data shows that the share of Gen Z adults who start researching major news events on Google Search is lower than that of the general population. A significant slice of Gen Z adults is instead heading to the platform that is de rigueur among its cohort — TikTok — for news.

This means that it’s far past the wait-and-see phase for publishers and their participation on TikTok. As Gen Zers come into their own financially, establishing a strong presence on the Bytedance-owned platform will greatly increase publishers’ chances of counting younger consumers as paying subscribers.

Google Search is less popular among younger…

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