| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z | |
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2 | Canada Pulse Insights National Omnibus | |||||||||||||||||||||||||
3 | April 6 to 9, 2026 | |||||||||||||||||||||||||
4 | Online sample and data management by Sago | |||||||||||||||||||||||||
5 | CJF INCC | |||||||||||||||||||||||||
6 | ||||||||||||||||||||||||||
7 | Q1 - Please indicate what kind of news person you are. | |||||||||||||||||||||||||
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11 | Total | Age | Gender | Region | Education | Income | Independent creators | |||||||||||||||||||
12 | ||||||||||||||||||||||||||
13 | 18-34 | 35-54 | 55+ | Male | Female | British Columbia | Alberta | Saskatchewan/Manitoba | Ontario | Quebec | Atlantic | High School or less | College/Tech School | Univ Degree | <$50K | $50-$99K | $100K+ | One or more independent creators | Daily email newsletters or Substack style | Daily news podcast | Online blogs | Independent news creators on social media | ||||
14 | ||||||||||||||||||||||||||
15 | Base: Total Respondents | |||||||||||||||||||||||||
16 | Unweighted Base | 1549 | 307 | 484 | 758 | 782 | 767 | 227 | 188 | 130 | 445 | 440 | 119 | 461 | 449 | 639 | 364 | 516 | 507 | 458 | 137 | 114 | 121 | 294 | ||
17 | Weighted Base | 1549 | 438 | 535 | 576 | 757 | 792 | 203 | 174 | 102 | 584 | 373 | 113 | 641 | 488 | 420 | 452 | 493 | 455 | 472 | 123 | 123 | 136 | 303 | ||
18 | ||||||||||||||||||||||||||
19 | ||||||||||||||||||||||||||
20 | I’m a hyper news consumer | 19% | 21% | 16% | 19% | 23% | 14% | 11% | 12% | 19% | 17% | 28% | 18% | 19% | 19% | 19% | 21% | 18% | 19% | 30% | 39% | 36% | 44% | 30% | ||
21 | I’m a moderate news consumer | 45% | 37% | 47% | 49% | 48% | 42% | 45% | 45% | 40% | 44% | 44% | 54% | 38% | 47% | 52% | 37% | 46% | 50% | 46% | 42% | 46% | 40% | 44% | ||
22 | I’m a casual news consumer | 26% | 32% | 25% | 23% | 21% | 31% | 31% | 26% | 24% | 30% | 21% | 19% | 29% | 25% | 23% | 29% | 27% | 23% | 18% | 11% | 12% | 12% | 22% | ||
23 | I’m really a non- news consumer | 10% | 11% | 12% | 9% | 8% | 13% | 12% | 17% | 17% | 9% | 7% | 8% | 14% | 9% | 6% | 14% | 10% | 7% | 5% | 7% | 6% | 4% | 4% | ||
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25 | Sigma | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | ||
26 | ||||||||||||||||||||||||||
27 | Canada Pulse Insights National Omnibus | |||||||||||||||||||||||||
28 | April 6 to 9, 2026 | |||||||||||||||||||||||||
29 | Online sample and data management by Sago | |||||||||||||||||||||||||
30 | CJF INCC | |||||||||||||||||||||||||
31 | ||||||||||||||||||||||||||
32 | Q2 - On a typical day, from which of the following do you get your news? | |||||||||||||||||||||||||
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36 | Total | Age | Gender | Region | Education | Income | Independent creators | |||||||||||||||||||
37 | ||||||||||||||||||||||||||
38 | 18-34 | 35-54 | 55+ | Male | Female | British Columbia | Alberta | Saskatchewan/Manitoba | Ontario | Quebec | Atlantic | High School or less | College/Tech School | Univ Degree | <$50K | $50-$99K | $100K+ | One or more independent creators | Daily email newsletters or Substack style | Daily news podcast | Online blogs | Independent news creators on social media | ||||
39 | ||||||||||||||||||||||||||
40 | Base: Total Respondents | |||||||||||||||||||||||||
41 | Unweighted Base | 1549 | 307 | 484 | 758 | 782 | 767 | 227 | 188 | 130 | 445 | 440 | 119 | 461 | 449 | 639 | 364 | 516 | 507 | 458 | 137 | 114 | 121 | 294 | ||
42 | Weighted Base | 1549 | 438 | 535 | 576 | 757 | 792 | 203 | 174 | 102 | 584 | 373 | 113 | 641 | 488 | 420 | 452 | 493 | 455 | 472 | 123 | 123 | 136 | 303 | ||
43 | ||||||||||||||||||||||||||
44 | ||||||||||||||||||||||||||
45 | TV news programs (including regular newscasts and 24 hour news channels) | 52% | 35% | 46% | 69% | 54% | 50% | 46% | 59% | 41% | 53% | 52% | 54% | 49% | 55% | 51% | 44% | 57% | 52% | 47% | 55% | 47% | 55% | 46% | ||
46 | Radio news (including radio streams/apps/websites and talk stations) | 32% | 22% | 32% | 38% | 32% | 31% | 23% | 28% | 37% | 34% | 28% | 46% | 27% | 33% | 36% | 22% | 33% | 38% | 31% | 39% | 33% | 42% | 31% | ||
47 | Daily newspapers (print, online, or apps) | 24% | 12% | 21% | 35% | 25% | 22% | 24% | 24% | 20% | 21% | 28% | 28% | 20% | 22% | 31% | 16% | 25% | 28% | 23% | 35% | 32% | 27% | 24% | ||
48 | News websites or apps from TV or newspaper organizations | 31% | 29% | 35% | 29% | 31% | 30% | 25% | 38% | 29% | 32% | 29% | 29% | 24% | 36% | 35% | 27% | 31% | 37% | 37% | 38% | 38% | 49% | 37% | ||
49 | News aggregator sites or apps (e.g., Google News, Yahoo, MSN, Apple News) | 21% | 25% | 21% | 19% | 25% | 18% | 28% | 25% | 12% | 24% | 13% | 23% | 17% | 20% | 30% | 17% | 20% | 29% | 29% | 38% | 36% | 41% | 30% | ||
50 | Magazines (print or online) | 9% | 10% | 7% | 9% | 10% | 8% | 9% | 7% | 5% | 9% | 10% | 10% | 9% | 7% | 10% | 10% | 9% | 9% | 14% | 23% | 21% | 21% | 13% | ||
51 | General social media for news (e.g., Facebook, Instagram, X/Twitter, TikTok, WhatsApp, WeChat) | 37% | 54% | 40% | 23% | 36% | 38% | 39% | 29% | 50% | 38% | 34% | 46% | 39% | 37% | 37% | 41% | 33% | 42% | 54% | 56% | 58% | 63% | 62% | ||
52 | Dedicated news services (e.g., Reuters, Bloomberg, The Canadian Press) | 12% | 13% | 13% | 11% | 17% | 7% | 17% | 17% | 12% | 14% | 4% | 12% | 11% | 11% | 16% | 7% | 13% | 17% | 19% | 29% | 26% | 24% | 21% | ||
53 | Daily email newsletters or Substack style updates from traditional news organizations (e.g., CBC, major newspapers, TV networks) | 17% | 15% | 16% | 20% | 20% | 14% | 14% | 18% | 14% | 20% | 14% | 17% | 18% | 13% | 20% | 13% | 18% | 19% | 24% | 39% | 29% | 39% | 22% | ||
54 | Daily email newsletters or Substack style updates from independent creators (not part of a traditional news organization) | 8% | 9% | 8% | 7% | 9% | 7% | 7% | 7% | 7% | 8% | 9% | 10% | 7% | 7% | 10% | 7% | 7% | 11% | 26% | 100% | 26% | 31% | 19% | ||
55 | Daily news podcast from a traditional news organization (e.g., CBC, New York Times) | 13% | 16% | 14% | 10% | 14% | 12% | 13% | 11% | 18% | 15% | 7% | 18% | 11% | 12% | 17% | 13% | 13% | 14% | 23% | 24% | 34% | 41% | 21% | ||
56 | Daily news podcast from an independent creator (not part of a traditional news organization) | 8% | 11% | 10% | 4% | 10% | 6% | 8% | 8% | 12% | 8% | 7% | 6% | 7% | 9% | 9% | 8% | 7% | 9% | 26% | 26% | 100% | 31% | 21% | ||
57 | Online blogs from traditional news organizations (e.g., newspaper or TV blogs) | 10% | 13% | 11% | 6% | 11% | 8% | 11% | 9% | 8% | 9% | 11% | 10% | 9% | 9% | 13% | 9% | 10% | 12% | 19% | 30% | 31% | 31% | 23% | ||
58 | Online blogs from independent creators (not part of a traditional news organization) | 9% | 15% | 8% | 5% | 10% | 8% | 8% | 8% | 10% | 11% | 5% | 10% | 8% | 10% | 9% | 12% | 8% | 8% | 29% | 34% | 34% | 100% | 20% | ||
59 | Independent news creators on social media (e.g., YouTube channels, TikTok/Instagram accounts, WeChat, or X/Twitter accounts primarily run by individuals rather than news outlets) | 20% | 31% | 22% | 8% | 25% | 15% | 17% | 18% | 21% | 18% | 22% | 23% | 19% | 19% | 22% | 20% | 19% | 23% | 64% | 46% | 53% | 44% | 100% | ||
60 | Other | 5% | 5% | 5% | 5% | 4% | 6% | 6% | 6% | 4% | 5% | 5% | 5% | 7% | 4% | 4% | 8% | 4% | 3% | 1% | 2% | 2% | 4% | 1% | ||
61 | ||||||||||||||||||||||||||
62 | Sigma | 307% | 316% | 309% | 298% | 335% | 280% | 295% | 314% | 300% | 320% | 278% | 347% | 282% | 303% | 349% | 273% | 306% | 350% | 467% | 615% | 599% | 643% | 490% | ||
63 | ||||||||||||||||||||||||||
64 | Canada Pulse Insights National Omnibus | |||||||||||||||||||||||||
65 | April 6 to 9, 2026 | |||||||||||||||||||||||||
66 | Online sample and data management by Sago | |||||||||||||||||||||||||
67 | CJF INCC | |||||||||||||||||||||||||
68 | ||||||||||||||||||||||||||
69 | Q3 - When it comes to news about politics, social issues, or local events, how much do you agree or disagree with the following statements about independent news creators? | |||||||||||||||||||||||||
70 | ***[They are more authentic and genuine than traditional media]*** | |||||||||||||||||||||||||
71 | ||||||||||||||||||||||||||
72 | ||||||||||||||||||||||||||
73 | ||||||||||||||||||||||||||
74 | Total | Age | Gender | Region | Education | Income | Independent creators | |||||||||||||||||||
75 | ||||||||||||||||||||||||||
76 | 18-34 | 35-54 | 55+ | Male | Female | British Columbia | Alberta | Saskatchewan/Manitoba | Ontario | Quebec | Atlantic | High School or less | College/Tech School | Univ Degree | <$50K | $50-$99K | $100K+ | One or more independent creators | Daily email newsletters or Substack style | Daily news podcast | Online blogs | Independent news creators on social media | ||||
77 | ||||||||||||||||||||||||||
78 | Base: Total Respondents | |||||||||||||||||||||||||
79 | Unweighted Base | 1549 | 307 | 484 | 758 | 782 | 767 | 227 | 188 | 130 | 445 | 440 | 119 | 461 | 449 | 639 | 364 | 516 | 507 | 458 | 137 | 114 | 121 | 294 | ||
80 | Weighted Base | 1549 | 438 | 535 | 576 | 757 | 792 | 203 | 174 | 102 | 584 | 373 | 113 | 641 | 488 | 420 | 452 | 493 | 455 | 472 | 123 | 123 | 136 | 303 | ||
81 | ||||||||||||||||||||||||||
82 | ||||||||||||||||||||||||||
83 | TOP 2 BOX [NET] | 39% | 51% | 43% | 25% | 43% | 35% | 49% | 37% | 39% | 38% | 34% | 45% | 39% | 40% | 38% | 40% | 35% | 45% | 66% | 65% | 70% | 67% | 67% | ||
84 | Strongly agree | 10% | 16% | 12% | 4% | 13% | 8% | 8% | 14% | 16% | 11% | 9% | 7% | 12% | 12% | 7% | 16% | 8% | 10% | 24% | 20% | 30% | 32% | 24% | ||
85 | Somewhat agree | 28% | 35% | 31% | 21% | 29% | 28% | 41% | 23% | 23% | 26% | 26% | 38% | 27% | 28% | 31% | 25% | 27% | 35% | 41% | 46% | 40% | 35% | 44% | ||
86 | BOTTOM 2 BOX [NET] | 38% | 29% | 35% | 47% | 38% | 37% | 32% | 30% | 35% | 39% | 45% | 35% | 33% | 38% | 46% | 33% | 41% | 40% | 26% | 25% | 22% | 25% | 25% | ||
87 | Somewhat disagree | 23% | 19% | 23% | 27% | 23% | 23% | 20% | 20% | 22% | 25% | 25% | 21% | 22% | 21% | 28% | 21% | 25% | 23% | 18% | 17% | 15% | 17% | 18% | ||
88 | Strongly disagree | 15% | 9% | 13% | 21% | 15% | 14% | 12% | 9% | 13% | 14% | 20% | 14% | 11% | 17% | 18% | 12% | 16% | 17% | 8% | 8% | 7% | 8% | 7% | ||
89 | Don’t know enough to say | 23% | 20% | 21% | 27% | 19% | 27% | 19% | 34% | 26% | 24% | 20% | 20% | 29% | 22% | 16% | 27% | 24% | 15% | 8% | 10% | 8% | 8% | 8% | ||
90 | ||||||||||||||||||||||||||
91 | Sigma | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | ||
92 | ||||||||||||||||||||||||||
93 | Canada Pulse Insights National Omnibus | |||||||||||||||||||||||||
94 | April 6 to 9, 2026 | |||||||||||||||||||||||||
95 | Online sample and data management by Sago | |||||||||||||||||||||||||
96 | CJF INCC | |||||||||||||||||||||||||
97 | ||||||||||||||||||||||||||
98 | Q3 - When it comes to news about politics, social issues, or local events, how much do you agree or disagree with the following statements about independent news creators? | |||||||||||||||||||||||||
99 | ***[They are becoming more important in Canada’s news landscape]*** | |||||||||||||||||||||||||
100 | ||||||||||||||||||||||||||