Five years ago, a university in Kenya asked me to peer into Africa’s media future. I said then what I’m seeing now: the future of traditional news organisations depends on how well they understand young audiences.

The numbers haven’t changed. Nearly 70 percent of Africa’s population is under 25. The median age is around 19.

This seismic reality forces a profound question that should be shaping every newsroom’s strategy: What is news to this generation? How do they consume it? And more importantly, how do they engage with it?

The survival of traditional newsrooms hinges on getting this right. If you’re not asking young people what they want and actually listening to their responses, you’ll never build a product that works for them.

By this, I mean deeply understanding their habits, their platforms, and how they define issues like trust.

To them, the news must be relatable. It not only must cut through the crowded, noisy environment, but also help them make sense of their world.

Research shows that they are increasingly placing their trust in independent voices and personalities rather than big corporate brands. That’s what’s fuelling the rise of independent news creators. They find these voices more authentic, easier to understand and relevant to them.

We are also seeing the emergence of digital-native platforms across the continent that seem to have cracked the code.

Meanwhile, much of the industry’s attention has turned to artificial intelligence- how it will change workflows, reduce costs, and speed up production. While these conversations matter, they miss a more fundamental point: technology won’t save journalism if it’s built for the wrong audience.

While AI may shape how journalism is made, young people will determine whether it matters at all.

In a recent training, a journalist asked me ‘How do we do this?’. I think we need to rethink some of our established ways of working, and this includes our cultures and assumptions about our audiences.

It also means reconfiguring our teams, making sure they are diverse- so that our newsrooms reflect the people we are trying to reach, not just for inclusion’s sake, but because you can’t serve audiences you don’t understand.

These young journalists and creators understand how to engage their generation better than anyone, so they deserve a voice at the editorial decision-making table- not just a seat at the social media desk.

It also means developing news products- not because they are trendy, but because it’s what young people actually want to engage with.

Digital media transformed how journalism reaches people. It also democratised information and lowered the entry barrier into journalism, leading to a more fragmented space with fragmented audience attention.

Which means that in the years ahead, success won’t be measured by audience size alone. Success will be defined by relevance - by how deeply we matter to the next generation.

We work with media organisations to turn big ideas into real impact — integrating AI, navigating digital shifts, and rethinking editorial strategy for the future. Curious about what that could look like for you? Let’s connect. Send me an email.