Why young people skip the homepage — and how CNN is responding

For decades, the homepage has been the beating heart of a news organisation: a curated front door, a statement of brand identity, and the main gateway for loyal readers.

But it's becoming less important as news audiences – particularly the young – come through the side doors of social feeds and AI-powered search, if they come through at all.

Monica Sarkar, senior editor, CNN International, addressed this shift head-on at Newsrewired yesterday (26 November 2025). She said that the US broadcaster is adapting by increasing their social media presence and reclaim some of the space dominated by influencers. She didn't pull her punches:

“Younger audiences are mainly not consuming content from legacy media outlets. They're on social media and there's a huge rise in influencers, many of whom, quite frankly, have never been to a front line. They stream content on TikTok, good lighting in their apartments and sometimes they rip off content from legacy media outlets.”

CNN's response is to accept that if people are using side doors, they better be optimised.

• Meet audiences where they are: CNN is investing heavily in video, especially vertical formats for platforms like TikTok and YouTube. Its TikTok following jumped from 1 million to 11.1 million in just over two years, making it their youngest audience segment.
• Emphasise authenticity and approachability: Younger viewers value unfiltered, conversational reporting. "Audiences don’t want to be told things from a balcony,” Sarkar said. They want to be on the ground, with journalists who are relatable and transparent.
• Experiment with new formats: Initiatives like CNN Creators bring together digital-native journalists to explore news-adjacent topics in ways that resonate with younger viewers.
• Leverage trusted voices: Anchors like Max Foster have built large followings on TikTok, showing that legacy brands can still carry credibility if they adapt their tone and format.

The homepage still matters for branding and identity, but Sarkar was frank about the reality of the situation: "We can’t drag audiences to where we are, we have to meet them where they are."

'Don’t be afraid to break with tradition' is the parting advice, recognising that the challenge is to balance the strengths of a legacy brand with the need to be nimble, creative, and present on the platforms where young people actually spend their time.

This article was drafted by an AI assistant before it was edited by a human.