USA Today’s Winning Strategy With Gen Z

USA Today is Gen Z’s newspaper of choice – at least on social video. As first reported by Ad Age, Tubular Labs data shows that USA Today is the No. 3 news & politics media outlet by unique U.S. video viewers age 13-to-24 across YouTube and Facebook, compared to No. 20 across all age ranges. Tubular also found: 

• The news outlet increased its unique reach among those Gen Z viewers by 60% month-over-month in August (hitting its highest mark since January 2024) through a combination of both shorter and longer video formats across Facebook and YouTube, and covering a host of different topics, from politics, to the Olympics, to random viral videos.
• Some of USA Today’s most-viewed videos in August were full-length speeches from the Democratic National Convention (tops among them was Vice President Harris’s speech). But short videos on Facebook leaned into fun and quick watches for more humorous topics, like the German navy playing Star Wars music, or an ostrich escape in South Dakota.