Are Younger Adults Watching Local News?

How people consume news continues to change, and younger adults appear to be leading the shift. A September survey found that only 10% of adults ages 18 to 24 watched local news in a typical week. Among adults 65 and older, that number jumped to 64%. The difference was also noticeable when respondents were asked specifically about local television newscasts. Just 14% of 18- to 24-year-olds said they watched at least some of a local TV newscast, compared with 52% of adults 65 and older. These numbers point to a larger difference in television habits between generations. While 81% of adults 65 and older reported watching TV every day, only 31% of 18- to 24-year-olds said the same.

Social Media Is Becoming a News Source

If younger adults aren't watching much traditional television for news, where are they getting their information? For many, the answer is social media. TikTok was particularly prominent in the survey, with 60% of respondents ages 18 to 24 saying they used the platform on their mobile devices to consume news. Only 11% of adults 65 and older reported doing the same. The findings show how significantly news consumption can differ based on age. Younger audiences are spending more time on platforms designed around mobile and short-form content, while older audiences continue to have stronger connections to traditional television.

What This Means for Advertisers

Traditional television still reaches a substantial audience. Across all age groups surveyed, 30% said they watched news from a local TV station during the week. Fox News Channel followed at 29%, while ABC News Live reached 25%. CNN and NBC News Now were each reported at 18%. For marketers and advertisers, the takeaway is less about abandoning one medium and more about understanding where specific audiences are paying attention. A campaign designed to reach younger consumers may need to include digital and social platforms alongside traditional media. As media habits continue to evolve, knowing how different generations consume information can help businesses make more informed decisions about where and how they communicate.

Cate Bender, the author, is Project Coordinator of Marketing Keys