A recent study commissioned by the Canadian Radio-television and Telecommunications Commission (CRTC) has uncovered a significant generational divide in how Canadians consume news. The research indicates that individuals aged 55 and older predominantly rely on television for news, while those under 45 are more likely to turn to the internet and social media platforms.
Key Findings from the CRTC Study
The study, titled Public Opinion Research Tracker Wave Five, surveyed 2,554 Canadians nationwide. According to the report, the most commonly cited sources for news and information are television (46%), followed by online media (37%), radio (34%), and online social media video sources (29%). However, these national averages mask a clear generational split. The typical cable television subscriber in Canada is over 55 years old.
“Canadians 55 or older were more likely to be satisfied with the news and information they receive than younger Canadians,” the report states. In contrast, Canadians under 45 were more likely to depend on social media for their news and information needs.
Cost and Methodology
The CRTC paid nearly $250,000 for the study, which was conducted by Ipsos Limited. The findings align with an earlier report released on January 15, which indicated that Canadians under 40 were less satisfied with the quality and depth of analysis offered by Canadian news media. Meanwhile, audience members over 65 were more likely to be satisfied and to trust that the information provided by Canadian news media is accurate and impartial.
Declining Television Advertising Revenue
The study follows a previous CRTC report, Harnessing Change: Financial Model Of The Canadian Television Sector, which noted that television in Canada was already declining in 2023. “Each year a larger share of ad spending in Canada is flowing to the internet and other digital platforms,” the report said. “This will ultimately mean even a higher audience share of the broadcast platform will yield less advertising revenue than that same share does today.”
This trend underscores the challenges facing traditional broadcasters as they adapt to changing consumer habits and the rise of digital media.
