Traditional linear television continues to hold a surprisingly enduring role in the media habits of Canadian kids, according to the latest findings from the Media Technology Monitor (MTM).
The MTM Jr. report reveals that 73% of Anglophone children watched linear TV in the past month – the highest past-month reach the platform has recorded among youth in five years.
Despite the availability of digital alternatives, the report finds that broadcast television is maintaining a consistent footprint across all youth demographics. Viewership is highest among children aged 7-11 (75%), closely followed by those aged 2-6 (74%). Teens also show steady engagement, with 70% tuning into linear broadcasts in the past month.
While digital platforms continue to top overall media usage, led by Subscription Video-On-Demand (SVOD) services at 87% reach and YouTube at 85%, linear TV remains a dominant option. MTM says its 73% reach significantly outpaces Free Ad-Supported Streaming TV (FAST) channels, which sit at 43%.
Additional insights from the report find that recommendations from adults lead content discovery for kids at 31%, followed closely by scrolling through the traditional TV guide (28%) and recommendations from peers (27%).
Those traditional discovery channels outrank both social media (20%) and YouTube (22%) for finding linear TV content.
