The State of Canadian Media in 2025

The Canadian media landscape is undergoing a profound transformation in 2025, shaped by regulatory upheaval, technological disruption, and economic pressures that continue to reshape how news is produced, distributed, and consumed. From the lingering effects of Meta's news ban following the Online News Act to the rise of AI platforms changing how audiences discover information, traditional media organizations are navigating an increasingly complex ecosystem while fighting for both relevance and survival.

To understand these shifts, we spoke with Simon Ostler, who recently transitioned from 19 years in Canadian newsrooms to teaching journalism at Fanshawe College, and Amaya Daley, founder and managing director of Formidable PR. Both experts—one from a journalism perspective and one from the public relations side—explore the challenges facing Canadian media and the strategies helping communications professionals adapt.

What are the most significant shifts in the Canadian media landscape that you’re observing in 2025?

Simon Ostler: 2025 is my first full year being outside the Canadian media industry after spending the last 19 years up close working in newsrooms in Edmonton at CTV, Global, in Toronto at CTV and CP24, and most recently as Executive Producer of Global News Toronto. My observations from the outside are the reality of further job cuts and attempts to find efficiencies, meaning those hard-working journalists are being asked to do more with less. In TV, the show lengths are the same, and in some cases have expanded, meaning more is being asked of them to help create more content, including writing online stories for the news websites. Increasingly, they are also working as multimedia journalists, going out to shoot the story themselves, edit it, and write it—all work that once involved the reporter, a cameraperson or photojournalist, and an editor.

Amaya Daley: We have seen newsrooms shrinking for years, but the rate is now at a devastating level. From noon and weekend shows being cancelled, to whole TV stations being closed (like our friends at CITL/CKSA TV in Lloydminster), it’s a blow to communities everywhere. I believe we will see an even bigger rise of independent outlets in the coming years as traditional media continues to cut back. This is an exciting opportunity to reach new audiences and hear more viewpoints, but there is also the risk of unethical practices emerging. Professional journalists are held to a code of standards, and privately run accounts don’t necessarily care to “follow the rules”.

What impact has The Online News Act (formerly Bill C-18) and Meta’s resulting ongoing news ban had on how Canadian media functions?

Simon Ostler: It has been two years since The Online News Act went into effect, and Meta responded by completely turning off the tap for all Canadians’ access to not just Canadian news but any news organization worldwide. This has left a considerable gap, given that many Canadians rely on social media for their news content. News websites rely on referral traffic from social media, and with social media largely cut off in Canada, it is having a negative impact on web traffic. From a brand awareness standpoint, mainstream outlets are losing the gains they had made in reaching people where they are on social media. We once thought social media would be the saving grace for Canadian media, but Bill C-18 has shown that the Canadian government did not have the pull they thought, and Canadian news organizations and consumers are paying for that miscalculation. It has also made it harder for Canadians to find reliable, real-time information during major breaking news events like shelter-in-place orders or wildfire evacuations.

Amaya Daley: In my opinion, this Act is one of the most detrimental things to have happened, hindering professional, unbiased journalism and leaving Canadians in the dark. People consume information, including news, in a way that makes sense to them, and that has always included social media platforms. Are people searching out news by visiting outlets’ websites? My guess would be, not as much as you’d hope. While there have been some positive outcomes, such as CBC receiving $100 million from Google, it doesn’t outweigh the gap in easily accessible, trusted news.

How is the rise of AI impacting Canadian media?

Simon Ostler: Similarly to how Canadians cannot access news on Meta platforms, AI platforms like ChatGPT are potentially impacting news sites’ web traffic. Large Language Models (LLMs) train on publicly available data, including news content. However, when content appears in AI-generated results, it does not count as a web view and any opportunity to monetize is lost. Even when Googling news, Google’s AI platform Gemini will often provide a summary of results that discourages users from leaving the site. On the positive side, earned media is even more important than ever, given that LLMs are scraping stories from reputable news organizations to determine and shape what they say about organizations.

Amaya Daley: We are learning that LLMs like ChatGPT and Gemini are feeding responses with trusted news sources. MuckRack researched over 1 million AI responses and found that 27% of all AI citations come from journalistic sources. And with ChatGPT surpassing Google as the top search platform, this is game-changing information. Is the need for SEO and PPC dead? Probably not (yet). Do organizations need to up their media relations tactics? Absolutely!

How are you balancing traditional media and social media in your strategies?

Simon Ostler: In PR, landing earned media still has significant value for clients, given the trust, credibility, and brand awareness it can bring. Social media remains a powerful tool for amplification, but it is not a substitute for the third-party validation that comes from trusted news outlets. My approach is to blend the two, secure placements in credible, established media, while also creating content for platforms where audiences already spend their time. This dual strategy ensures reach, builds authority, and protects credibility in a fragmented information environment.

Amaya Daley: Our recommendations always include multipronged approaches to communications strategies. Again, people consume information in a variety of ways, and you can’t put all your eggs in one basket. Earning media coverage is a critical tactic for any business, and figuring out how to leverage it and gain even more traction is what we do best. Let’s reshare it on all platforms and highlight you as a trusted authority in your industry. It’s impossible not to be on social, but don’t write off the power of media relations!

What strategies are working to build trust with increasingly skeptical Canadian audiences?

Simon Ostler: Having earned media from traditional outlets remains a major advantage for any brand because it signals legitimacy, authenticity, and trust. Pairing that credibility with consistent, transparent communication directly with audiences—whether through newsletters, social media, podcasts, or other owned channels—builds stronger, more resilient relationships over time. The key is not just to appear when you have something to promote, but to be a consistent, credible voice in your space.

Amaya Daley: Transparency! People are smart. Whether it’s your clients, employees, or stakeholders, they know when you’re not completely honest. Building trust and credibility is about being genuine. Use your platforms to show what you stand for and who you or your company really are. Instead of constantly trying to sell your wares or ideas to your audience, make real connections through storytelling and community building.

What’s the most effective way to build relationships with the changing roster of Canadian journalists and influencers?

Simon Ostler: Start by consuming the media of the journalists you want to pitch. Read, watch, and listen to their work. Reference it when you reach out so they know you are paying attention. Build relationships before you need them, and don’t make every interaction a pitch. For influencers, the same principle applies: understand their audience, tone, and content style so that any collaboration feels authentic and relevant.

Amaya Daley: Remember, journalists and content creators are real people who are doing a job. They are busy and being pitched all the time. The goal of PR is to build mutually beneficial relationships, so ask yourself, “How can I be helpful to this person?”. Start with warm introductions without a pitch. Check to see what stories they are working on and share useful information you have (re: stats, facts, authority quotes, etc.). And, don’t spam mail them with constant follow-ups.

What skills and capabilities are becoming most critical for communications professionals in Canada?

Simon Ostler: Adaptability and speed are non-negotiable. The media cycle moves faster than ever, and communications pros need to pivot quickly while maintaining accuracy. Understanding how to package stories for multiple formats, text, video, audio, and social is now as important as traditional writing and pitching skills. Video is king, whether pitching a TV station or a digital-only publication, and you should be ready to provide your high-quality video content on demand. In resource-strained organizations, they are more likely to cover your story if it is as turnkey as possible.

Amaya Daley: You have to be multi-talented to be successful as a communications professional. It’s a fast-paced field that requires you to know a little bit about a lot of things. While specializations are definitely a career path, you’ll still be expected to understand social media trends, how to navigate the ever-changing media landscape, be able to knock out some killer copy, grab footage and photos, develop content for web optimization, and so on. Be curious and never stop learning!

How do you measure success in your media efforts?

Simon Ostler: It depends on the client’s goals. For some, it is about brand awareness and share of voice. For others, it is about driving traffic, sign-ups, or donations. I measure both qualitative and quantitative results: the credibility of the outlets secured, the alignment of the story with the client’s brand, and the reach and engagement metrics that follow. A hit in a credible, high-reach outlet can be just as valuable as a targeted placement in a niche publication if it speaks to the right audience and drives the desired action.

Amaya Daley: You have to set goals to know how to measure success. In PR campaigns, we’re commonly trying to build awareness, inform and create positive public perception, or gain more share of voice in the market. Success metrics could include how many media stories were covered, the audience reach with content creators, the number of brand partnerships or placements secured, or the tracking of positive public sentiment.

What’s your biggest prediction for the Canadian media landscape in the next 12 to 18 months?

Simon Ostler: Sadly, I anticipate more layoffs and a further erosion of our mainstream media landscape. However, the silver lining is that journalists are finding ways to monetize as independents using platforms like Substack. The Online News Act only applies to media organizations, not individual journalists, so I predict we will see more journalists going it alone and focusing on stories they care about, supported by subscribers willing to pay a small fee to read, listen to, or watch their content.

Amaya Daley: If I had a crystal ball, my guess would be affiliate marketing with major media outlets. This is already commonplace in the USA, and I anticipate it will soon reach Canada as traditional media outlets are desperate for new revenue streams. Major US publications are requiring affiliate links to run certain stories, especially those related to travel, lifestyle or consumer products. Recently, we learned that even The New York Times is negotiating up to a 12% commission on purchases made through the links in their articles. This screams opportunity for Canadian media outlets, but also walks a fine line regarding editorial integrity.

What’s one thing you wish more people understood about the current state of Canadian media and communications?

Simon Ostler: It is easy to assume that mainstream media is dying, but the reality is more complex. The trust and credibility of established outlets still carry weight, but the path to the audience has changed. You can no longer rely on one channel to reach them. A strategic blend of earned media, owned channels, and smart amplification is essential to cut through and be remembered.

Amaya Daley: Canadian media is critical to staying informed and connected in our massive country. It’s residents’ right to have access to credible news, and unfortunately, legislation like the Online News Act are causing more harm than good. We will never stop working with journalists to ensure our communities have access to information, and we encourage businesses to reconsider the power of reach through trusted platforms. 

Is there anything else we haven’t covered that you’d like to share?

Simon Ostler: I believe in the future of Canadian media. I am teaching journalism for the second year at Fanshawe College in London, Ontario. The same school I graduated from 20 years ago. The industry is undergoing significant change, but change is an evolution, and it is far from dying. While the challenges are real, there is also an unprecedented opportunity for brands, nonprofits, and individuals to build direct relationships with audiences. The organizations that win will be the ones that understand how to blend the credibility of earned media with the reach of modern platforms.

Looking Ahead: Evolution not Extinction

The Canadian media landscape in 2025 is transforming rather than dying. While challenges are real, opportunities exist for those willing to adapt.

Success now depends on blending traditional credibility with modern reach and securing earned media while building direct audience relationships through owned channels. As Simon noted, this is evolution, not extinction. The organizations and professionals who thrive will be those who master both the trust of established journalism and the engagement of digital platforms.

For anyone working in Canadian media and communications, understanding and embracing this new reality is essential.

To connect with our experts, you can find both Simon Ostler and Amaya Daley on LinkedIn.

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