Global Media Intelligence 2021: Canada

Noteworthy for 2021

Traditional media is increasingly associated with higher incomes and older age groups.

• Three-quarters (75.1%) of internet users in Canada ages 16 to 64 had listened to broadcast radio in the previous month, per GWI Q1 2021 polling. Penetration was more than 80% among those 35 and older, affluents, and rural habitants.
• Similarly, just more than 76% of respondents polled in H1 2021 had watched live TV in the prior month. Continuing a trend of recent years, males were more likely than females to be live TV viewers. Usage was also notably higher among affluents and respondents ages 45 to 64.
• As in 2020, males were also more likely to watch TV shows they had recorded earlier or use broadcasters’ on-demand or catch-up services.
• Print media was more popular with males than females, too. While 45.0% of male respondents had recently read a print newspaper, just 37.2% of females had done the same. The comparable figures for print magazine readership were 39.6% and 34.4%, respectively. That said, readership of newspapers and magazines remained more robust among internet users ages 55 to 64.