Media Technology Monitor’s (MTM) latest report indicates three in 10 online Canadians are actively avoiding news content. The report, gauging Canadian perspectives towards news and journalism in general, indicates that news avoidance is more common among younger Canadians, women and English-speakers. Anglophones are more likely to say they avoid news because of its negative impact on their mental health, while Francophones were more likely to cite negativity and a lack of solutions offered to the issues being reported on. Read more here.
Vizrt has released new research on sports viewer engagement suggesting the future of sports consumption is digital, revealing drastically different habits for younger audiences. While over 76% of respondents’ top choice for watching sports content is still on television, over half of Gen Z (67%) – those born in the late 1990s to early 2000s – prefer consuming sports content on their phones while on the go (vs. 54% of millennials and 23% of Gen X). Overall, 30% of respondents stated they watch sports on their mobile phones regardless of demographic. Viewers are also watching on digital channels more than ever before with nearly 60% of all respondents, and 74% of Gen Z, sharing that they use social media to catch up on sports, indicating a further decline in traditional sports viewing experiences. The report says full-game viewing experiences are becoming rarer, as the younger generation prefers highlights and catch-up options. Only 58% of Gen Z watch sports live from start to finish, emphasizing the need for shorter, more condensed content.