Special Research Brief:

How Voters Are Consuming News in 2025

September 1, 2025

Voters are changing how they encounter political information, and it has major implications for how we reach them. Our recent research and focus groups in Ohio confirm what national polling shows: more Americans are tuning out traditional political coverage and letting news “find them” through streaming platforms, social media and personal networks.

Key Trends

  • Passive news consumption is the norm for younger and less engaged voters. A majority of Gen Z (58%) say they rarely seek out news directly, instead letting it come to them via feeds and influencers (Navigator Research, June 2025). Younger women, independents, and less politically engaged voters are especially likely to describe themselves this way.

  • Streaming dominates. Streaming platforms now account for more TV viewing than broadcast and cable combined. YouTube alone makes up nearly 13% of all U.S. TV viewing (Nielsen, June 2025). Among 18-34 year olds, two-thirds of all viewing time is on streaming platforms (TV Tech, 2025).

  • Distrust runs deep. Many describe political coverage as negative, repetitive or agenda-driven. A growing share say they avoid the news altogether because it makes them feel anxious or discouraged (Navigator, 2025).

  • Authenticity matters. Friends, family, and familiar creators are more credible than politicians, campaigns, or organizations. People say they are more likely to engage with political content if it feels personal, entertaining or emotionally resonant, but not with content that sounds like politics as usual.

What This Means for Communicators

  • Don’t expect voters to come to you. Messages should be designed for incidental discovery: short, attention-grabbing content for feeds; entertaining graphics or video clips for sharing in group chats.

  • Lead with everyday impact, not politics. Policies connect best when framed through daily costs and lived experiences not abstract debates. Talk about things people already feel deeply like the rising cost of everyday life or changes in your local community.

  • Work with trusted messengers. Work with people who already have an audience in your community and educate them about your issue so they’re comfortable talking about it with their followers. A familiar face is more persuasive than an unfamiliar politician.

  • Match tone to mood. Voters say traditional news makes them anxious or discouraged. Communicators should validate frustration but also offer hope, action steps or humor to make content more shareable.

Bottom Line

In 2025, political information reaches many voters incidentally through streams, feeds, and conversations. To break through, communicators need to adapt by meeting people where they are, using voices they trust and delivering messages that feel personal, relatable, and easy to share.