TikTok emerges as a news hub: 43% of users engage with news content

TikTok has become a significant source of news for its users, with a notable increase from 22% to 43% in the percentage of users accessing news through the app in 2023, according to a recent study by the Pew Research Center. The findings underline the growing role of social media platforms in shaping news consumption habits, especially among the younger demographic.

The study, based on a survey of 8,842 U.S. adults conducted from September 25 to October 1, 2023, delves into the evolving landscape of news consumption in the digital age. News websites and apps continue to be popular, with 67% of respondents indicating their usage. However, TikTok’s surge in news consumption highlights the platform’s influence on shaping narratives and engaging users with current affairs.

Facebook retains its dominance as the most popular social media platform for news, with 30% of Americans reporting regular access to news on the platform. YouTube follows closely with 26%, Instagram with 16%, and TikTok with 14%. Despite Meta’s efforts to reduce the prevalence of news content on its platforms, news consumption on Facebook remains robust, showcasing the platform’s enduring relevance in the media landscape.

The study also unveils demographic patterns in news consumption across different platforms. Women are more likely to be regular news consumers on Nextdoor, Facebook, Instagram, and TikTok, while men dominate platforms like Reddit, X, LinkedIn, and YouTube. Notably, X, formerly Twitter, exhibits a balanced political split among regular news consumers, with 46% identifying as Republican or Republican-leaning and 49% as Democrat or Democratic-leaning, reflecting the platform’s diverse user base.

As social media platforms continue to shape how audiences access and engage with news content, news organizations are adapting strategies to captivate the attention of TikTok’s substantial Gen Z audience, showcasing the dynamic nature of the digital news landscape.

Gen Z’s grocery discovery also shifts towards digital channels. As per recent research, a significant 28.0% of Gen Z consumers have adopted search engines as their primary resource for exploring grocery items.