加拿大新闻媒体市场前景及投资研究报告-培训课件外文版2024.4

CONSUMERS

&

BRANDSNewsinCanadaCHAPTER

01BrandengagementTrustinpublicservicenewsmediabrandsinselectedmarketsworldwidein2018and2022Globaltrustinpublicservicenewsmedia2018-2022Shareofrespondents2022

201840%

50%0%10%20%30%60%70%80%90%100%84%Yle(Finland)DR(Denmark)NRK(Norway)RTÉ(Ireland)86%81%83%80%82%74%80%78%76%75%66%ABC(Australia)CBC(Canada)BBC(UK)SVT(Sweden)SR(Sweden)ARD(Germany)ZDF(Germany)ORF(Austria)NHK(Japan)59%55%76%75%71%71%67%69%66%68%62%66%57%57%53%FranceTélévisions55%3Description:Astudyexaminingperspectivesonnewsconsumptionfoundthatwhilsttrustinpublicservicemediawasgenerallyhigh,trustdroppedinalmostallmarketsbetween2018and2022.ThebiggestdropcouldbeseenintheUnitedKingdom,wheretheshareofrespondentswhotrustedtheBBCdroppedby20percent,from75percentto55percent.ABCinAustraliaandCBCinCanadaalsosawasubstantialdecreaseinthepercentageoftrustingnewsconsumers,whereastrustinSwedishpublic[...]

ReadmoreNote(s):Worldwide;2018and2022;2,000foreachmarket;amongthosewhotrustthesourceSource(s):ReutersInstitutefortheStudyofJournalism;YouGovLeadingsocialnetworksusedweeklyfornewsinCanadafrom2019to2023LeadingsocialnetworksusedfornewsinCanada2019-2023Shareofrespondents202315%2022202120%2020201925%0%5%10%30%35%40%45%FacebookYouTubeFacebookMessengerInstagramTwitterWhatsAppTikTok4Description:WhatsAppsawincreasedpopularityasanewssourceinCanadafrom2019to2022,butthefavoritewasstillFacebookin2023,with29percentofCanadianssurveyedusingthesocialnetworkplatformeachweekfornews.Facebooksawadropinpopularityin2023,andTikTokmadetherankingofmostusedsocialnetworksfornewswithsixpercentaccessingtheplatformforthisreasoneachweek.ReadmoreNote(s):Canada;2019to2023;2023:2,150;18yearsandolder;WhatsAppnotincludedinthemostusedservicesinthe2023survey,TikTokincludedforthefirsttimeSource(s):ReutersInstitutefortheStudyofJournalism;YouGovMainonlinenewsoutletsandbrandsusedbyAnglophonenewsconsumersinCanadaasofFebruary2023MainonlinenewsoutletsamongAnglophonesinCanada2023Shareofrespondents0%2%4%6%8%10%12%14%16%18%20%19%CBCNewsonlineCTVNewsonline18%GlobalNewsonline16%BBCNewsonline13%CNN.com12%Yahoo!News11%MSNNews10%10%GlobeandMailonlineLocaldailynewspaper(e.g.CalgarySun)onlineCP24online8%8%8%8%LocalradionewsonlineNewYorkTimesonline5Description:ThemainonlinenewsoutletusedbyEnglishspeakingcitizensinCanadaasofFebruary2023wasCBCNewsonline,with19percentofrespondentstoasurveyreportingusageofthesitefornewsinthelastweek.Meanwhile,GlobalNewsonlinerankedhigherthanCNN.com,with16and12percentofadultshavingusedtherespectiveplatformsinthelastsevendays.ReadmoreNote(s):Canada;JanuarytoFebruary2023;2,012respondents;18yearsandolder;amongEnglish-speakingCanadians;onlinesourcesusedweeklySource(s):ReutersInstitutefortheStudyofJournalism;YouGovMainofflinenewsoutletsandbrandsusedbyAnglophonenewsconsumersinCanadaasofFebruary2023MainofflinenewsoutletsamongAnglophonesinCanada2023Shareofrespondents0%5%10%15%20%25%30%CTVNewsGlobalNews27%26%CBCNews(publicbroadcaster)LocalradionewsCNN22%18%17%CP2415%CityNews13%BBCNews11%CommunitynewspaperGlobeandMailFoxNews10%9%8%8%TorontoStar6Description:ThemostpopularofflinenewsoutletamongEnglish-speakingCanadianswasCTVnewsasofFebruary2023,accountingforashareof27percent.MoreoverthesecondmostpopularwasGlobalnews,with26percentofrespondentstoasurveyhavingusedGlobalNewsinthelastweek.LesspopularoptionsincludedGlobeandMail,TorontoStar,andFoxNews.ReadmoreNote(s):Canada;JanuarytoFebruary2023;2023:2,150;18yearsandolder;amongEnglish-speakingCanadians;TV,radioandprintsourcesusedweeklySource(s):ReutersInstitutefortheStudyofJournalism;YouGovDailynewspaperconsumptionbybrandinCanadaasofDecember2023DailynewspaperconsumptionbybrandinCanada2023Shareofrespondents0%5%10%15%20%LeJournaldeMontréalNationalPost16%16%16%TorontoStarEdmontonJournal24HoursTheGlobeandMailTorontoSun14%13%13%13%CalgaryHeraldLeJournaldeQuébecCalgarySun12%11%8%8%8%TheProvinceVancouverSunTheHamiltonSpectator6%7Description:WeaskedCanadianconsumersabout"Dailynewspaperconsumptionbybrand"andfoundthat"LeJournaldeMontréal"takesthetopspot,while"TheLondonFreePress"isattheotherendoftheranking.

ReadmoreNote(s):Canada;JanuarytoDecember2023;338respondents;18-64years;respondentswhoused/readdailynewspapers(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsMostfrequentlyusednewsoutletsfornewsfromCanadiansourcesororganizationsamongadultsinCanadaasofJune2023MostusedoutletstogetnewsfromCanadiansourcesinCanada202370%60%50%40%30%20%10%0%66%58%56%55%30%28%GoogleOnlinelocalCanadiannewspapers,magazines,orotherprintsourcesFacebookOnlinenationalCanadiannewspapers,orotherprintsourcesInstagramTwitter8Description:AccordingtoasurveyheldinJune2023,thevastmajorityofCanadiansheadedtoGooglefornewsfromCanadiansources,with66percentusingGoogleforCanadiannewsweeklyormoreoften.Facebookwasalsoapopularoption,alongwithnationalandlocalCanadiannewspaperseitheron-oroffline.ReadmoreNote(s):Canada;June4to6,2023;1,610respondents;18yearsandolder;amongthosewhousedeachoutletdailyorweeklySource(s):AngusReidInstituteCHAPTER

02ConsumerbehaviorDailytimespentwithselectedmediaamongadultsinCanadaasof3rdquarter2022(inhours.minutes)DailytimespentwithselectedmediaamongadultsinCanada2022Timespentinhours.minutes01234567UsingtheinternetviaanydeviceWatchingTV(broadcastandstreaming)UsingsocialmediaviaanydeviceReadingpressmedia(onlineandphysicalprint)ListeningtomusicstreamingservicesUsingagamesconsole6.353.422.051.491.431.111.09ListeningtobroadcastradioListeningtopodcasts0.5610Description:Asofthethirdquarterof2022,Canadiansspentanaverageofonehourandfiveminutesperdayusingsocialmediaandmorethansixhoursperdayusingtheinternetingeneral.TVconsumptionwasalsohighatoverthreehours,whileCanadiansdevotedlesstimetomusicstreamingorgamingactivities.ReadmoreNote(s):Canada;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostusedpublishingmediaservicesinCanadaasofDecember2023MostusedpublishingmediaservicesinCanada2023Shareofrespondents0%5%10%15%20%25%30%35%40%Onlinenewswebsites/ePaper42%Podcasts35%33%Books(print)eBooksAudiobooks(download/streaming)24%23%eMagazines/onlinemagazinewebsites(e.g.,fashion,sports,entertainment)Dailynewspapers(print)20%17%17%16%17%Magazines(print)Weeklynewspapers(print)Noneoftheabove11Description:"Onlinenewswebsites/ePaper"and"Podcasts"arethetoptwoanswersamongCanadianconsumersinoursurveyonthesubjectof"Mostusedpublishingmediaservices".

ReadmoreNote(s):Canada;JanuarytoDecember2023;2020respondents;18-64yearsSource(s):ConsumerInsightsMostcommonmethodsusedtoaccessonlinenewseachdayinCanadaasofJuly2023WaysofaccessingonlinenewsdailyinCanada202325%20%22%18%18%14%15%10%5%9%6%0%TypingtheURLofaspecificwebsiteClickingonalinkonsocial

Accessingspecificstories

ThroughnewslettersI

Throughasearchengine,Throughpodcastsmediathroughanewsaggregator(e.g.GoogleNews)subscribetoseekinginformationaboutaspecificevent12Description:Asummer2023surveyrevealedthatmostcommonmethodofgettingonlinenewsamongCanadianadultswasaccessingspecificstoriesthroughanewsaggregatorlikeGoogleNews,with22percentsayingtheydidsoeveryday.PodcastsandnewslettersweretheleastlikelywayCanadiansaccessedonlinenewsonadailybasis,whereasclickinglinksfoundonsocialmediawasapopularchoice.ReadmoreNote(s):Canada;July4to5,2023;1,000respondents;18yearsandolder;amongrespondentswhoaccessedonlinenewsviathismethodeverydaySource(s):ResearchCo.MostpopularreasonsforinternetusersinCanadatousesocialmediaasof3rdquarter2023Canada:leadingsocialmediausagereasons2023Shareofrespondents20%

30%0%10%40%50%60%70%KeepingintouchwithfriendsandfamilyFillingsparetime58.2%43.3%Readingnewsstories31%29.4%Findingcontent(e.g.videos)FindinginspirationforthingstodoandbuySeeingwhat'sbeingtalkedaboutFindinglike-mindedcommunitiesFindingproductstopurchasePostingaboutyourlife26%25.8%19.8%19.7%19.2%SharinganddiscussingopinionsWatchinglivestreamsAvoidingmissingout(FOMO)WatchingorfollowingsportsSeeingcontentfrombrandsWork-relatednetworkingorresearch18.1%17.5%17.4%17.2%17%16.3%13Description:Accordingtoasurveyconductedin2023inCanada,58.2percentofinternetuserssaidthattheirmainreasonforusingsocialmediawassotheycouldkeepintouchwithfriendsandfamily.Inaddition,over43percentofuserssaidtheyusedonlinesocialnetworksasawaytofilltheirsparetime.Otherreasonsincludedreadingthenews,findinglike-mindedpeople,andavoidingmissingout,orFOMOReadmoreNote(s):Canada;Q32023;16to64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingaudiostreaminggenresinUnitedStatesandCanadaasofFebruary2022TopaudiostreaminggenresintheU.S.&Canada202290%80%70%60%50%40%30%20%10%0%14Description:Accordingtoastudyfromearly2022onaudioconsumptioninUnitedStatesandCanada,ChristianmusicandAAAwerethemostpopulargenresamongstreamingaudioconsumers,wholistentosuchcontentweeklyormore.Another65percentofrespondentsstatedthattheyconsumedurbanmusicwhenaudiostreaming.Lesspopularwasthegenreofalternativewith27percentofaudiostreamingconsumerssayingthattheylistenedtoit.ReadmoreNote(s):Canada,UnitedStates;2022;18yearsandolderSource(s):JacobsMedia;RadioWorldNewspaperreadershipinCanadaasofDecember2022,byplatformandgenerationNewspaperreadershipinCanada2022,byplatformandgenerationGenZGenYGenXBoomers100%90%80%70%60%50%40%30%20%10%0%89%87%85%83%82%78%70%54%53%

53%51%51%51%50%50%49%47%46%43%43%42%41%36%33%32%26%21%20%TotalreadershipPrintreadershipPrint+e-paperreadership*WebsitereadershipTabletreadershipPhonereadershipAllplatformsreadership15Description:ReadingnewspapersonawebsitewasthemostpopularwaytoaccessnewspapersfortheBoomergenerationinCanadaasofDecember2022,accordingtoastudypublishedin2023,as54percentofrespondentsstatedtomakeuseofwebsitesforaccessingnewspapers.Whiletheuseofwebsiteswasalsoapopularwayofaccessingnewspapersforyoungergenerations,theyweremuchmorelikelytousetheirphonesfornewspaperreading.Asthegenerationsgetyounger,theshareof[...]

ReadmoreNote(s):Canada;November-December2022;2,755respondents;18yearsandolder;weeklyreadership;*Printednewspaper+e-paper(digitalPDFreplicaore-edition)Thesourcedefinesthegenerationsasfollows:Boomers:born1946-1965Gen[...]

ReadmoreSource(s):NewsMediaCanada;TotumResearchTrustinnewssourcesinCanadaasofDecember2022,byplatformTrustinnewssourcesinCanada2022,byplatform60%54%53%52%51%50%40%30%20%10%0%44%42%36%34%32%21%PrintednewspapersTVprograms

NewsmediawebsitesRadioprogramsTVwebsites

Radiowebsites

Searchengine

MagazinesresultsMagazine

Socialnetworkswebsites16Description:PrintednewspaperswerethemosttrustednewssourceforCanadiansasofDecember2022,accordingtoastudypublishedin2023.Atotalof54percentofsurveyedrespondentsfeltprintedpapersweretrustworthy.Televisionprogramsfollowedcloselybehindwithatrustlevelof53percent.Overall,thestudyfoundthatCanadianstrustedtraditionalmediamorethanmoredigitalformats.Ingeneral,websitesscoredalowertrustlevelthantheiranalogcounterparts,whilesocialnetworks[...]

ReadmoreNote(s):Canada;NovermbertoDecember2022;2,755respondents;18yearsandolder;amongthosewhocompletelyorsomewhattrusttheplatformSource(s):NewsMediaCanada;TotumResearchCHAPTER

03PayingfornewsShareofconsumerswhopaidforonlinenewscontentinselectedcountriesworldwideinthelastyearasofFebruary2023Digitalnewspurchasesworldwide2023Shareofrespondents0%5%10%15%20%25%30%35%40%NorwaySweden39%33%AustraliaFinland22%21%21%UnitedStatesDenmarkSwitzerlandNetherlandsBelgium19%17%17%15%15%IrelandPolandAustria14%14%Spain13%18Description:NewsaudiencesinNorwaywerebyfarthemostlikelytopayforonlinenewsaccordingtoaglobalstudyonpaiddigitalnewscontentconsumption,with39percenthavingpaidfornewsonlineinthelastyear.RankedsecondwasSweden,followedbyAustralia,Finland,andtheUnitedStates.ReadmoreNote(s):Worldwide;JanuarytoFebruary,2023;2,000*;includespaymentviaasubscription,donation,one-offpayment,ordonation;*Samplesizewasapproximately2,000permarket.

ReadmoreSource(s):ReutersInstitutefortheStudyofJournalism;YouGovMostpurchasedePublishingproductsinCanadaasofDecember2023MostpurchasedePublishingproductsinCanada2023Shareofrespondents0%10%20%17%30%40%50%60%eBooksPodcasts16%Audiobooks(download/streaming)15%Onlinenewswebsites/ePaper12%eMagazines/onlinemagazinewebsites(e.g.,fashion,sports,entertainment)Noneoftheabove11%57%19Description:17percentofCanadianrespondentsansweroursurveyon"MostpurchasedePublishingproducts"with"eBooks".Thesurveywasconductedin2023,among2,020consumers.

ReadmoreNote(s):Canada;JanuarytoDecember2023;2020respondents;18-64yearsSource(s):ConsumerInsightsePaper/onlinenewswebsitepurchasesbybrandinCanadaasofDecember2023ePaper/onlinenewswebsitepurchasesbybrandinCanada2023Shareofrespondents10%0%5%15%20%25%TheGlobeandMailFinancialPostBusinessInsiderLaPresse26%22%21%21%EdmontonJournalTorontoSun20%20%NationalPostMontrealGazetteCalgaryHeraldTheProvince19%18%14%12%OttawaSun11%LeDVancouverSun10%10%20Description:WeaskedCanadianconsumersabout"ePaper/onlinenewswebsitepurchasesbybrand"andfoundthat"TheGlobeandMail"takesthetopspot,while"OttawaCitizen"isattheotherendoftheranking.ReadmoreNote(s):Canada;JanuarytoDecember2023;242respondents;18-64years;respondentswhospentmoneyonePaper/onlinenewspapers(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsDistributionofadultspayingforonlinenewssubscriptionsinCanadaasofJune2023,byagegroupPayingonlinenewssubscribersinCanada2023,byagegroup18-3487%8%35-5490%7%55+79%13%5%None124%2%3ormore1%1%2%21Description:AccordingtoasurveyheldinJune2023,adultsaged55yearsorabovewerethemostlikelygrouptohaveatleastonepaidonlinenewssubscription,with13percentsayingtheyhadoneandfivepercentsayingtheypaidfortwo.Themajoritydidnotpay,however,inlinewiththeiryoungerpeers.Thoseaged35to54yearsweretheleastlikelytohaveanonlinenewssubscription.ReadmoreNote(s):Canada;June4to6,2023;1,610respondents;18yearsandolderSource(s):AngusReidInstituteMostpurchaseddailynewspapersbytypeinCanadaasofDecember2023MostpurchaseddailynewspapersbytypeinCanada2023Shareofrespondents0%10%20%30%40%50%AspartofasubscriptionAssingleissues50%54%Don'tknow6%22Description:Whenaskedabout"Mostpurchaseddailynewspapersbytype",54percentofCanadianrespondentsanswer"Assingleissues".Thisonlinesurveywasconductedin2023,among295consumers.

ReadmoreNote(s):Canada;JanuarytoDecember2023;295respondents;18-64years;respondentswhospentmoneyondailynewspapers(Media&digitalmedia,Videogames)Source(s):ConsumerInsightsCHAPTER

04Spotlight:BillC-18LevelofsupportforBillC-18(OnlineNewsAct)inCanadaasofSeptember2023,byprovinceSupportforBillC-18inCanada2023,byprovinceAtlantic

ProvincesQuebec55%Ontario41%Manitoba/SaskatchewanAlberta35%British

ColumbiaStrongly/somewhatsupportStrongly/somewhatoppose40%32%28%39%35%25%40%35%25%21%32%39%Donotknowenoughaboutthesituationtohaveanopinion23%27%26%24Description:AsurveyaskingCanadians'opinionsonBillC-18,alsoknownastheOnlineNewsAct,foundthatthoseinQuebecweremarkedlymorelikelytosupportthebill,with55percentofadultssayingtheydidso.Meanwhile,thosewhofelttheleastinformedaboutthebillwereintheAtlanticProvinces,Ontario,andAlberta.ReadmoreNote(s):Canada;September15to17,2023;1,564respondents;18yearsandolder;respondentswererandomlyselectedandweregiventheoptiontoanswerthesurveyinEnglishorFrenchSource(s):LegerLevelofconcernabouttechcompaniescuttingoffaccesstoCanadiannewsduetoBillC-18(OnlineNewsAct)inCanadaasofJune2023ConcernabouttechcompaniescuttingnewsaccessafterBillC-18inCanada202335%32%31%30%25%20%15%10%5%17%13%6%0%VeryconcernedConcernedNotthatconcernedNotatallconcernedNotsure/cannotsay25Description:AsurveyheldinCanadainsummer2023revealedthattherewasafairamountofconcernaboutBigTechcuttingoffaccesstoCanadiannewsontheirplatformsafterBillC-18,withover60percentofadultssayingtheyfeltworriedaboutthematter.Only13percenthadnoconcernsatallabouttheissue.ReadmoreNote(s):Canada;June4to6,2023;1,610respondents;18yearsandolderSource(s):AngusReidInstituteAttitudestohowtechcompaniesshouldpaynewsorganizationsforaccesstonewsinCanadaasofJune2023PublicopinionontechcompaniespayingnewsorganizationsinCanada2023Share

ofrespondentsPaynewsorganizationseachtimealinkisusedorclickedontheirplatformPaynewsorganizationsanagreeduponamounteachyearforaccesstotheircontentTheyshouldnothavetopaynewsorganizationsatall20%42%39%26Description:AsurveyheldinCanadainsummer2023foundthatover40percentofadultsfeltthattechcompaniesshouldpayanagreeduponamounteachyearforaccesstonewsorganizations'content,andafurther20percentbelievedthattheselargecompaniesshouldpayeachtimealinkisusedorclickedontheirplatform.Otherswereoftheopinionthattechcompaniesshouldnottohavetopaynewsorganizationsatall.ReadmoreNote(s):Canada;June4to6,2023;1,610respondents;18yearsandolderSource(s):AngusReidInstitutePotentialchangesinonlinenewsaccessifnewsoncertainaggregatorsandplatformsbecomesrestrictedinCanadaasofJuly2023OnlinenewsconsumptionchangesifnewsisrestrictedinCanada202350%45%40%35%30%25%20%15%10%5%43%40%29%28%28%28%