Data from Adobe Express – which surveyed 2,000 UK consumers to uncover how different generations and regions engage with platforms and content formats – reveals a significant change in how younger audiences across developed markets access information, with news formats in particular struggling to cut through.
The study finds that Gen Z is consuming less long form news and information content than ever before, with only 8% engaging in it. Instead, four in five (80%) are turning to TikTok for short-form video reels focussing on ‘in real life’ (IRL) type content that can be consumed quickly.
To find out more about how different UK users consume content, check out: https://www.adobe.com/uk/express/learn/blog/content-consumption-by-generation-uk
The findings show a widening generational divide in how people in the country choose to consume and trust content online, with Gen Z most likely to turn to short-form and influencer-led content.
Gen Z’s low engagement with news reflects a broader national decline in long-form reading, with 40% of Brits preferring quick, bite-sized content over all other formats. As attention spans shorten, young audiences are relying on social-first content to deliver information.
The platforms UK users use most
As long-form reading declines, the platforms that prioritise speed, visuals and scroll-friendly formats continue to dominate. Facebook remains the UK’s leading platform, with around two-thirds (66%) of UK consumers actively using it. TikTok and YouTube continue to climb, especially among younger audiences, and both now play a central role in discovering new trends.
For younger audiences, platforms like TikTok and YouTube are becoming primary sources of information. This shift means many Gen Z users are encountering news‑adjacent content through social feeds rather than verified reporting, increasing the importance of digital literacy.
Short-form video has become the nation’s favourite format, with four in ten (40%) British people preferring it over longer content, written posts or audio formats. Short-form viewing is accelerating as well, with 35% of people saying they watch more short-form videos than they did a year ago. Podcasts sit at the bottom of the rankings, with only 8% engaging with audio-only content.
When it comes to spotting new trends, TikTok, YouTube and Facebook dominate with 43% of UK shoppers turning to these platforms first for fresh ideas, memes, products and cultural moments.
How content consumption differs by generation
Generational differences are more pronounced than ever, shaping how each age group consumes content and which platforms they trust.
Gen Z (16–24)
• TikTok dominates with 80% using the platform
• Only 33% use Facebook regularly
• Just 8% engage with news content
• Influencer content resonates strongly (25%)
Millennials (25–44)
• Around 75% are active on Facebook
• 53% prefer short-form video — the highest of any generation
• Influencer content remains relevant (25%)
Gen X (45–59)
• Facebook remains a primary platform (75%)
• Preference for news content increases
• Short-form video is growing, but less dominant
• Nearly 40% disengage when content feels profit-driven
Boomers (60+)
• TikTok usage drops sharply to 20%
• News content jumps to 34% engagement
• Short-form video appeals to only 24%
• Authenticity matters most, with 57% wanting more genuine brand content
Where brands and merchants should focus
Across the UK, the data reveals a clear shift in expectations: audiences want content that feels real, engaging and fit for the platforms they use most. But with younger audiences consuming less news, brands can no longer rely on traditional media environments to reach them.
Nationally, short-form video is the standout winner. Facebook still dominates in much of the UK, especially among older demographics, but TikTok leads in cultural discovery and younger engagement. As long-form reading declines, brands must meet audiences in environments where information is delivered quickly.
Authenticity has become the universal content currency, cutting across all age groups and regions.
This presents brands with a straightforward strategic focus: create content that is short, relatable, platform-specific and genuinely useful or entertaining.
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Adobe Express’ tips on how to start as a content creator
If you’re planning on becoming an influencer or a content creator in the future, here are some top tips for getting started in the content creation space.
1. Be relatable and authentic
Audiences value real people and real stories. Focus on what you genuinely enjoy; viewers can always spot the difference.
2. Show up where your audience is
Choose platforms based on who you’re targeting. Don’t spread yourself thin, go directly to where your audience spends their time.
3. Think global
Regional trends vary, but your reach doesn’t have to. Create content with global accessibility, even when delivering localised messages.
4. Stay consistent
Regular posting keeps you visible and in the algorithm. Use scheduling and creative tools to maintain a reliable content rhythm.
5. Own your niche
Your interests are your advantage. Lean into what you love to build a stronger identity and a more engaged audience.
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