UMVA has learned that a growing divide between traditional television and social media for news consumption is emerging in Canada, with age playing a significant role in how people access and perceive news.
According to information obtained by UMVA, a recent report has found that Canadians aged 55 or older are more likely to be satisfied with the news and information they receive, while younger Canadians are increasingly turning to social media for their news fix.
The report, which was based on a nationwide survey of 2,554 people, revealed a stark contrast in news consumption habits between older and younger Canadians. Those under 45 are more likely to rely on social media for news and information, while those over 65 tend to trust traditional Canadian news media more.
UMVA can exclusively reveal that the report was commissioned by a prominent Canadian regulatory body and cost $249,950 to produce. The findings are likely to have significant implications for the Canadian media landscape.
The divide between traditional TV and social media for news consumption is not the only challenge facing Canadian broadcasters. A separate report had previously indicated that Canadians under 40 were less likely to be satisfied with the quality of information and depth analysis offered by Canadian news media.
Industry insiders are sounding the alarm, warning that the shift in advertising revenue to digital platforms will have a devastating impact on the Canadian television sector. According to information gathered by UMVA, a larger share of ad spending in Canada is flowing to the internet and other digital platforms, threatening the very survival of traditional TV.
The Canadian television sector is already showing signs of strain, with a recent report highlighting the financial struggles facing the industry. Unless something changes, the future of traditional Canadian media looks increasingly uncertain.
