The Rise of News Avoidance, why it exists and how it can be addressed

News avoidance is not a new phenomenon; however, the increasingly polarised nature of news presentation has led many individuals to become entrenched in echo chambers, engaging primarily with sources that reinforce their existing viewpoints. This limits their exposure to diverse perspectives and inhibits a more balanced understanding of current events. Social media has further exacerbated this issue, amplifying selective narratives and, in some cases, leading people to disengage from the news entirely.

News avoidance has been growing worldwide, with a 39% increase in people feeling "worn out" by the news, according to the Reuters Digital News Report 2024. This trend is particularly significant among younger audiences, who primarily consume news through social media platforms like TikTok, Instagram, and YouTube rather than traditional sources. Factors such as information overload, negativity bias, and declining trust contribute to this disengagement. Additionally, a substantial number of people feel that news coverage is overwhelming, repetitive, and emotionally exhausting, leading them to limit their exposure.

Types of News Avoiders

Not all news avoiders behave the same way, and understanding these differences is crucial for media companies aiming to re-engage their audiences.

• Consistent News Avoiders (about 3% globally, 7% in the U.S.) rarely engage with news at all. They are often younger, from lower socio-economic backgrounds, and disengaged from political discourse. They do not see news consumption as valuable to their lives.
• Selective News Avoiders make up a much larger portion of the disengaged audience. These individuals consume news occasionally but tend to avoid topics that they find distressing or overwhelming, such as politics, economic downturns, and war coverage. This group is still reachable if news is presented in a more engaging, digestible, and less negative way.

The Impact on Media Business Models

News avoidance has direct financial consequences for media organisations. The decline in readership and viewership leads to falling revenues from subscriptions and advertising.

• Subscriptions: As fewer people engage with news, the demand for paid subscriptions decreases. Many consumers, especially younger ones, prefer free content available on social media.
• Advertising: Advertisers are hesitant to place their content next to negative or controversial news stories, fearing potential brand damage. Automated ad systems often flag certain words as sensitive, leading to fewer monetisation opportunities for news companies.
• As a result, media companies are struggling to maintain profitability, prompting a shift towards paywalls, membership models, and diversified revenue streams.

User Needs-Based News Delivery

One key approach to reversing news avoidance is tailoring content to audience needs and preferences. Instead of simply reporting the news, companies should structure their content around what users seek from the news. The user-needs model, originally developed by the BBC breaks audience motivations into categories such as:

• Update Me – Quick, straightforward news for people who want brief updates.
• Educate Me – Context and deep-dives into important topics.
• Inspire Me & Give Me Perspective – Positive stories and broader viewpoints to counteract negativity.
• Help Me & Connect Me – Community-driven reporting that fosters engagement.
• Keep Me Engaged & Divert Me – Entertaining and lighter content to balance hard news.

By aligning news formats with audience expectations, companies can improve retention and engagement.

Diverse and Alternative News Formats

Traditional long-form news articles are no longer the primary way younger audiences consume information. Instead, alternative formats such as:

• News Podcasts & Audio Briefings – Provide on-the-go content, which is particularly appealing to younger audiences.
• Newsletters – Short, curated summaries allow readers to stay informed without being overwhelmed.
• Video-Based News – Platforms like YouTube, Instagram Reels, and TikTok are becoming primary sources of news.
• Interactive Content – Infographics, explainers, and social-media-friendly formats simplify complex topics.

By adapting storytelling approaches to modern consumption habits, news companies can reduce disengagement and meet audiences where they are.

The Role of AI and Personalisation

Generative AI presents an opportunity to personalise news delivery, making it more engaging and relevant. AI can:

• Create summary-based news formats tailored to individual interests.
• Provide conversational news experiences through chatbots and AI assistants.
• Automate video and audio summaries, making news more accessible across platforms.
• Enhance recommendations, ensuring users receive content that aligns with their needs while avoiding overload.

However, concerns remain about whether AI-driven summaries will reduce direct engagement with news sites, as people might prefer AI-generated information rather than clicking through to full articles.

Building Trust in Journalism

One of the biggest challenges facing news media is declining trust in journalism, which leads to avoidance. Only 40% of global audiences currently trust the news, with younger readers relying more on friends, influencers, and social networks for information. The Bonn Institute’s seven-step model for rebuilding trust includes:

1. Reevaluating newsroom mission statements to align with audience needs.
2. Focusing on human centred storytelling rather than dry reporting.
3. Diversifying perspectives to include underrepresented voices.
4. Avoiding exaggerations and sensationalism that contribute to news fatigue.
5. Ensuring ethical AI use in journalism.
6. Providing a balanced worldview that highlights solutions rather than just problems.
7. Making news accessible and relatable, fostering long-term engagement.

The Importance of Positive and Constructive Journalism

A major driver of news avoidance is the overwhelming negativity in coverage. Studies show that while negative news attracts clicks, it also increases anxiety and disengagement.

• Constructive journalism focuses on solutions rather than just highlighting problems.
• Human-interest stories and positive reporting increase audience satisfaction and engagement.
• Successful experiments that framing news in a more balanced way improves reader retention.

Providing a mix of serious reporting and uplifting stories can combat the feeling of helplessness that often drives news avoidance.

The Future of News Engagement

To prevent future news avoidance, media organisations need to focus on innovation, audience relevance, and trust-building. Key steps include:

• Expanding content beyond traditional platforms (e.g., TikTok, Instagram, YouTube).
• Developing community-driven engagement to foster stronger audience connections.
• Presenting news in a digestible and actionable format, rather than overwhelming users with excessive information.
• Making journalism more interactive and solution-oriented to maintain long-term audience interest.

By embracing these strategies, the news industry can rebuild engagement, restore trust, and secure its financial sustainability in the digital era.

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