Project Sigma: Engaging Malaysian Gen Z for News was a 10-week programme designed to help six Malaysian news publishers better understand and engage Gen Z audiences. This report captures the outcomes of an intensive and enriching process. Through hands-on experimentation and direct collaboration with young people, participating newsrooms explored how content, formats, and newsroom practices can evolve to meet the expectations of a new generation of news consumers.
Gen Z now represents more than a quarter of Malaysia’s population. Their habits and preferences are reshaping how news is discovered, consumed, and trusted. Traditional approaches to journalism - optimised for scheduled publishing and institutional tone—are often misaligned with audiences who navigate information via mobile platforms, short-form content, and creator-led narratives.
This report brings together findings from across the programme, combining research insights with publisher-led initiatives. Key learnings include:
- An overview of how Gen Z in Malaysia engages with news, including patterns of avoidance, content fatigue, and selective attention
- Format and platform preferences, including the growing dominance of short-form video and social-first content
- Practical case studies from six publishers, covering approaches such as vertical video testing, Gen Z newsroom collaborations, interactive digital tools, and on-campus outreach
- Lessons on building trust and relevance, including the importance of authenticity, mental wellbeing, and transparent reporting practices
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We are grateful to the six Malaysian publishers that took part in Project Sigma:
- Astro Awani
- Berita Harian
- Malaysiakini
- Sin Chew
- Sinar Harian
- The Star
You can learn more about the programmes that we run in partnership with Google News Initiative here.
