Audiences increasingly turn to influencers, algorithms, and third-party platforms for news and entertainment.
For young Australians, the ABC risks fading into the background despite its reputation for trust and diversity.
This brief asks how the broadcaster can build lasting relationships with younger audiences in a fragmented digital environment.
Challenges include news avoidance, preference for international voices, trust in algorithms, influencer-driven media, and shifting attitudes toward screen time.
There is low awareness of ABC’s full offering, leaving gaps in audience connection.
Design possibilities range from reimagining ABC’s role on third-party platforms to creating playful, engaging entry points that are distinctively Australian.
