{"id":888845,"date":"2026-01-30T00:29:05","date_gmt":"2026-01-30T06:29:05","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2026\/01\/30\/digiday-research-roundup-gen-z-news-consumption-and-diversification-in-the-dsp-space-were-2025s-top-trends\/"},"modified":"2026-01-30T00:29:05","modified_gmt":"2026-01-30T06:29:05","slug":"digiday-research-roundup-gen-z-news-consumption-and-diversification-in-the-dsp-space-were-2025s-top-trends","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2026\/01\/30\/digiday-research-roundup-gen-z-news-consumption-and-diversification-in-the-dsp-space-were-2025s-top-trends\/","title":{"rendered":"Digiday+ Research roundup: Gen Z news consumption and diversification in the DSP space were 2025\u2019s top trends"},"content":{"rendered":"
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By Julia Tabisz<\/a><\/span> \u00a0\u2022\u00a0 December 26, 2025<\/span> \u00a0\u2022<\/p>\n<\/div>\n

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\n Ivy Liu <\/p>\n<\/p><\/div>\n<\/p><\/div>\n

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This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It\u2019s available to Digiday+ members. More from the series \u2192<\/a><\/p>\n

Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.<\/a><\/em><\/p>\n

It\u2019s been another year of ups and downs in the marketing and media businesses \u2014 and Digiday+ Research tracked them throughout the year, surveying publisher, agency, brand and retailer professionals at regular intervals throughout 2025.<\/p>\n

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As 2025 winds down, we rounded up the biggest trends of the year, based on the data that resonated the most with Digiday\u2019s readers.<\/p>\n

Publishers\u2019 top data this year: Gen Z reader trends<\/strong><\/h2>\n

This year we learned that Gen Zers make up a very small percentage of publishers\u2019 readership \u2014 nearly three-quarters of publisher pros (71%) told Digiday in Q2 that Gen Z readers account for between 0% and 25% of their audience.<\/p>\n

For those publishers looking to draw in more Gen Z readers, Digiday\u2019s survey found that the top trends among that age set are consuming news anytime, anywhere, and discovering breaking news on social media. Sixty-one percent of publishers said anytime-anywhere news consumption is the top trend among Gen Zers, and 55% said social media-based discovery is the top trend among these young readers.<\/p>\n

The charts:<\/strong><\/p>\n

Read the full story:<\/strong><\/p>\n

Publishers identify the top trends among Gen Z readers<\/a><\/p>\n

Marketers\u2019 top data: Diversification in the DSP space<\/strong><\/h2>\n

A Q3 survey by Digiday found that advertisers have significantly diversified their use of demand-side platforms over the last year and a half \u2014 to Amazon\u2019s benefit.<\/p>\n

In Q1 2024, marketing pros told Digiday that Google DV360 and The Trade Desk were their most-used DSPs, with 58% and 55% saying they\u2019d used the platforms in the previous year, respectively. In Q3 2025, Google and TTD came in first and third place, with Amazon taking the second-place spot: 54% of marketers said in Q3 they use Google DV360, 50% said they use Amazon DSP and 39% said they use TTD.<\/p>\n

The charts:<\/strong><\/p>\n

Read the full story:<\/strong><\/p>\n

Advertisers diversify their use of DSPs, to Amazon\u2019s benefit<\/a><\/p>\n

Marketers were set for ad spend to increase this past year \u2014 nearly half of marketer pros (48%) told Digiday that they agreed advertisers would spend more in 2025 than they did in 2024. And they expected that increase to happen in the digital ad ecosystem \u2014 nearly three-quarters of marketers (74%) said they agreed that online ad spend would grow in 2025.<\/p>\n

At the same time, publishers told Digiday they were finding more of a balance between digital and traditional channels when it came to ad revenue in 2025. Fifty-one percent of publisher pros told Digiday in Q2 that their companies generated revenue mostly or entirely from digital channels, down from 64% in 2024. And 23% said this year that they generate revenue mostly or entirely from traditional channels, up from just 13% last year.<\/p>\n

Key stats:<\/strong><\/p>\n