OTTAWA - More than two-thirds of younger Canadians engage with political content from influencers — and influencers have significantly more reach on five major social media platforms than news media outlets or politicians, a new study indicates.

A significant portion of the political content Canadians see on the major platforms "comes directly from influencers," says the report from the McGill University and University of Toronto-led Media Ecosystem Observatory.

The report focused on posts from individuals and institutions on X, Instagram, TikTok, YouTube and Bluesky. It did not look at or compare reach on websites, other online platforms or traditional platforms.

The researchers say they identified 1,097 influencers and collected 4.1 million of their posts from January 2024 to July 202

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