The Spinoff has announced the launch of its new explainer video series: “Now You Know.”
The series aims to deliver reliable, regular and relevant news content specifically for audiences aged 18-24, while remaining welcoming to viewers of all ages.
The initiative comes as news consumption patterns shift dramatically among younger demographics.
“Over half of 18-24 year olds and 50% of 25-34 year olds now identify social media and video networks as their main source of news in the United States, with similar trends globally,” says Toby Manhire, series executive producer.
“While New Zealand wasn’t surveyed in the Reuters Institute Digital News report, it’s safe to assume these trends are being replicated here.”
Meet audience where they are
Anna Rawhiti-Connell, The Spinoff’s head of audience, emphasises the importance of meeting audiences where they are.
“NZ On Air’s 2024 Where the Audiences Are survey showed global video sharing platforms reach 90% of 15-24-year-olds,” she says. “Rather than viewing this shift with concern, we see it as an opportunity to meet people where they are. For The Spinoff, serving different audiences isn’t an or, but an and.”
The series is made with support from NZ On Air.
“It’s great to have NZ On Air support for work that is aimed at reaching underserved audiences,” says Rawhiti-Connell. “This funding allows us to create content that serves young New Zealanders in the formats and platforms they prefer.”
Cater to the youth
Award-winning creator Robbie Nicol, known for his web series “White Man Behind A Desk” and as writer and host of RNZ’s “The Citizen’s Handbook,” will write and front many of the videos.
“I wanted to be involved because there’s a real need for reliable, accessible news content that speaks to young people in formats they actually engage with,” Nicol says. “This series is about breaking down complex issues in ways that are both informative and genuinely useful.”
Starting this week, The Spinoff will release three explainer videos every week. The series will be published on The Spinoff’s TikTok, Instagram, YouTube and Facebook, with videos also hosted on www.thespinoff.co.nz.
