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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.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Fox
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor
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