ThinkNewsBrands’ inaugural News Nation report reveals Australians, particularly Gen Z, are becoming more discerning about how they stay informed and are turning to news media.
The News Nation report draws on eight studies by ThinkNewsBrands, examining the role of modern journalism and the value it holds for advertisers.
Vanessa Lyons CEO ThinkNewsBrands said: “The research shows Australians’ appetite for news remains strong; what’s shifting is how and why they access it.”
Australians lead the world when it comes to concerns about misinformation. 78 per cent see national news publishers as trustworthy compared to 36 per cent who think the same of content creators.
The Report found more than half of Australians (57 per cent) see influencers and celebrities as misinformation risks.
“With AI-generated, algorithmically amplified content flooding their feeds, Australians are turning to journalism as a counterweight to unverified content,” Lyons said.
“Social platforms offer speedy access to content, directing audiences to news media sites where they slow down to absorb journalism they value. The fact is, Australians trust journalists more than social platforms which they know farm their data and scrolling habits,” she added.
Lyons told B&T: “News is one of the few remaining lean-in environments in 2026. It’s not just that social platforms are noisy, it’s that journalism commands attention. We know this because three in four Australians say they slow down and limit multitasking when consuming news – and that focused attention is exactly what creates value for brands.”
News consumption remains an engrained ritual in Australia, reaching nine in 10 Australians each week. One in two Australians start their day consuming news, including through social platforms.
Gen Z is no exception. The report found more than half of Gen Z curates five or more news sources to rely on and they are consuming more news brands than older cohorts. Those under the age of 35 also have the highest willingness to pay for digital news subscriptions.
The report also shows 39 per cent of Gen Z agreed that they like to engage with news about the wider world and global issues.
Lyons told B&T: “The research is clear. Younger audiences are engaging with news more deeply than many assume. When we talk about Gen Z consuming news from five or more news sources, which is more than older cohorts, we’re talking about verified news publishers. These are trusted news brands delivering verified journalism, not blogs or creator commentary”
“What really stands out is how discerning Gen Z is. They’re voracious news consumers – actively choosing credible news brands to help them navigate and understand complex global issues.” she added.
Gen Z is more likely to subscribe to news media than any other demographic.
The Report also looked at how Australians perceive brands advertised alongside hard or ‘negative’ news, finding they don’t associate negative feelings with the brand. In fact, 85 per cent report greater confidence in a brand when they encounter it within a journalistic environment.
A US study of 50,000 people also found no meaningful difference in brand reputation or purchase intent between brands advertising next to hard or soft news.
“There remains a perception that serious or hard news isn’t ‘brand safe’, but the collective evidence confirms that news is a safe, credible and trusted environment for brands to advertise,” Lyons said.
The Report also raises concerns about the unintended consequences of blunt keyword blocking tools, which can exclude brands from high-quality journalism without accounting for editorial context or accountability.
“Automated tools that block ads from appearing near keywords are a blunt instrument – they fail to distinguish between credible reporting and unsafe content, leading to commercial consequences for brands.”
“In this year’s Australian Open Men’s Final, for example, Carlos Alcaraz and Novak Djokovic had a 25-shot rally – it was a match highlight! But that single word ‘shot’ would have immediately blocked thousands of ads from appearing in a very desirable high-attention environment – a missed opportunity for brands,” Lyons said.
The News Nation report highlights clear differences in how audiences engage with news compared to other platforms.
When consuming journalism Australians behave differently, three in four slow down and focus their attention, rather than multitasking or passively scrolling as they often do on social platforms.
“Trust in journalism drives attention. That focused attention has measurable impact – brands appearing in news environments see 6.4 times higher brand recall,” Lyons said.
ThinkNewsBrands chair, and News Australia state managing director, Queensland, Laura Maxwell, said technological change has altered distribution but not the value of journalism.
“How Australians find and consume information is evolving. While tech platforms enable almost anyone to create and share stories, this content should not be mistaken for professional journalism and the role it plays in a healthy democratic society.”
“News media remains essential and is critical to how we understand events, each other, and the world around us,”
“In a climate of declining social cohesion and information overload, high-quality, trusted journalism has never mattered more.” Maxwell said.
