While independent, online news creators are making an impact, a new national survey commissioned by the Canadian Journalism Foundation (CJF) finds that they are largely being layered into existing habits, rather than replacing traditional journalism.

Fielded in early April by Canada Pulse Insights with a representative sample of 1,549 Canadian adults, the study shows that nearly one in three (31%) now consume news from at least one independent news creator – including video, blogs, newsletters and podcasts – however, most continue to rely heavily on TV, radio, newspaper brands and mainstream digital news sources.

The study defined independent news creators as individuals or small teams producing news or current-events content outside traditional media organizations, including YouTube, TikTok, podcasts and email newsletters such as Substack.

“Independent news creators are no longer on the margins of Canada’s information environment – they are now part of the mainstream,” said CJF President & Executive Director Natalie Turvey, in a release. “But the data are clear: for most Canadians, creators are adding to their news diets, not replacing traditional journalism. That gives the industry both an opportunity and a warning about how expectations for voice, format and transparency are changing.”

Among the study’s findings are that on a typical day, 20% of Canadians use independent creators on social media for news, compared with nine per cent who use independent blogs and eight per cent who use independent newsletters and daily news podcasts.

Television news remains the single most common daily source at 52%, followed by general social media for news (37%), radio (32%), news websites or apps from traditional outlets (31%) and daily newspapers (24%).

‘Hyper’ news consumers more likely to engage with indie creators

The study indicates that the 31% of Canadians consuming news from independent creators trend younger, with 42% aged 18–34, and more likely to be men (59% vs. 49% in the general population).

More likely to have some university education and fall in middle-income brackets, they are also more apt to describe themselves as “hyper” news consumers – 30% vs. 19% of Canadians overall – and less likely to be casual or non-news consumers. The study says creators sit on top of an already rich news diet for most with 64% getting news from independent creators via social media each day, 54% using general social media for news, 47% watching TV news, 37% using news websites or apps from traditional outlets, 31% listening to radio news, 24% reading traditional email newsletters, and 23% listening to traditional daily news podcasts.

Overall, 36% of respondents said independent creators mostly supplement traditional news, while 31% say they do a bit of both. Just 10% said they mostly replace traditional media.

The report notes that those who both lean on creators as a replacement and pay them represents only an estimated four-to-six per cent of Canadian adults. A majority still prefer free content (58% of creator users vs. 67% of all Canadians. Five per cent of creator users say they already pay for traditional news subscriptions, compared with 9 per cent of Canadians overall.

Concerns about standards

Among those consuming news from indie creators, 70% agree they represent the future of news and journalism, versus 47% overall. There’s also the perception among users that they are less influenced by corporate or political interests (65% vs. 46% overall), with 59% saying they are as trustworthy as traditional media vs. 37% overall.

At the same time, 72% of independent-creator users – and 70% of Canadians overall – agree they should be held to the same standards as traditional media, with more than half of all Canadians agreeing that independents lack editorial oversight such as fact-checking and accuracy processes.

The study also showed high levels of concern about misinformation across both groups. Among independent-creator users, 80% are concerned about AI-generated disinformation (vs. 75% of Canadians overall), 73% about misinformation from independent creators (vs. 69%), 70% about bias in traditional media (vs. 62%), 67% about bias from independent creators (vs. 66%) and 61% about lack of editorial oversight (vs. 62%).