Digital Isn’t Enough: Publishers Face a Youth Disconnect
A new report from Attest reveals deepening generational divides in how Americans engage with news, magazines, and audio content.
Attest’s latest US Media Consumption Report reveals a striking generational shift: younger Americans are turning away not just from print, but also from digital news and magazine content. As older audiences deepen their engagement with streaming and podcasts, publishers are facing an expanding disconnect from the under-30s.
Here are the key findings from Attest’s sixth annual study of US media habits:
Print in Peril, Digital Under Strain
The decline of printed newspapers in the US appears irreversible. Daily readership has fallen to a historic low of just 5%, suggesting that the age of the printed daily may be nearing its end. Weekly readership of printed magazines sits at 19%, but an increasing number of Americans—now 40%—say they never engage with print magazines whatsoever.
Key takeaway: Print media is continuing its steady decline, with readership at historic lows.
More concerning for publishers is the retreat from digital formats among younger demographics. The retreat isn’t just about attention—it’s also financial. According to Attest, "under-30s have seen an -11.5 point drop in content subscriptions—the sharpest decline across age groups.”
“These younger consumers, once the biggest spenders on content, are now cutting back significantly, with dual digital and print subscriptions falling by -6 points as they reprioritise under financial pressure."
Only 41% of 18-30-year-olds access digital news at least once a week, marking a 7-point YoY decline. Their engagement with digital magazine content has dropped even more sharply, down 10 points to just 20%.
Key takeaway: Younger consumers are turning away from digital news and magazine content, with alternative platforms growing in importance.
In contrast, older generations remain loyal to digital content. Over 50s have increased their weekly digital news consumption by six points to 66%, and are also reading more digital magazine content, albeit modestly. The 31-49 age group leads in weekly digital magazine readership at 27%, suggesting mid-life audiences are currently the most lucrative for digital publishers.
Key takeaway: Older demographics remain reliable consumers of digital content, particularly news.
Audio Habits Evolve
Podcast usage overall remains flat. Podcast usage among 18–30-year-olds has declined notably—weekly listenership in this group dropped by 7 percentage points. In contrast, over-50s are the only age group showing increased engagement, with a 5-point rise in weekly listening.
Key takeaway: Podcasts are increasingly becoming an older age medium, with growth driven by over 50s.
The steady decline of radio listenership continues, now at 31% for daily use, down from 37% in 2023. The trend underscores a broad shift away from traditional broadcast formats in favour of on-demand content. Meanwhile, audiobook consumption remains flat, with just 18% of Americans engaging weekly.
Key takeaway: Traditional radio is in steady decline, reinforcing the shift towards personalised audio experiences.
Social Shifts: Detox and Diversification
Time spent on social media is declining, especially among over 30s. Consumers aged 31-49 have significantly reduced their long scrolling sessions, and a similar trend is seen among under 30s.
Despite this, TikTok continues to buck the trend, gaining daily users, particularly among 18-30-year-olds. With younger audiences increasingly relying on social platforms like TikTok for news, this poses both a challenge and an opportunity for news brands to meet audiences where they are.
Key takeaway: Social media use is down overall, but platforms like TikTok remain crucial for reaching younger audiences.
TV & Streaming: What Publishers Should Note
While not core to publishing, shifts in TV and streaming offer context. Live TV viewership has fallen to 28%, and streaming is moving toward shorter sessions. Netflix leads with 64% weekly viewers, but Amazon Prime and Disney+ are growing fastest.
Key takeaway: Traditional broadcast formats are in decline, while streaming habits are evolving towards shorter, more selective engagement windows.
Implications for Publishers
The data reveals a clear generational divide: print is fading, and digital alone is no longer enough. To remain relevant, publishers must go beyond reach—investing in platform-native formats like short-form video and rethinking audio strategies to align with changing listener demographics.
In conclusion, as under-30s retreat from news and subscriptions, success will hinge on delivering value through newer, more engaging formats—while reinforcing loyalty among older readers who remain digitally committed.
Key takeaway: Publishers can no longer rely on a one-size-fits-all approach—the path forward requires tailored strategies for two very different generations of readers.
The research was conducted by Attest, a New York-based consumer research platform known for delivering real-time insights into evolving consumer behaviours. The full report is now available as a free download.