Young audiences, new habits: How to connect with 14-24-year-old audiences today

14 to 24-year-olds move from one screen to another.

In the morning, they listen to podcasts. On their way to school, they check their phones. In the evening, they watch a series. In between, they discover content, connect with people close to them and encounter brands throughout their day.

Bell Media recognized that reaching 14-24-year-olds requires more than a single platform. That’s why we’ve built a connected ecosystem of content and media solutions across video, streaming, audio, digital and Out-of-Home, enabling advertisers to reach this audience through one integrated partner instead of managing multiple campaigns across multiple channels.

One ecosystem. Every touchpoint.

Their media consumption evolves with the rhythm of their day.

As Matt McGowan, our VP, Business Solutions, points out in Media in Canada, 14-24-year-olds continue to engage with television and premium video content but increasingly do so across a wider range of screens and platforms. Linear television remains relevant for this audience, while streaming, digital video, and other viewing environments have expanded the ways in which they discover and consume content.

Social media also plays a key role in content discovery. Fan communities, clips, and online conversations turn viral moments into must-watch television events, creating valuable opportunities for advertisers when young audiences are highly engaged.

For advertisers, the challenge is to think beyond a single screen and build a presence that follows young consumers throughout the different moments of their day.

The power of a multiplatform approach

Among 14–24-year-olds in French-speaking Quebec, the data clearly illustrates the impact of adding touchpoints. A video strategy across Noovo and Crave reaches 34.2% of this generation. Adding other media quickly increases reach:

Crave: at the heart of young audiences’ entertainment

Content remains one of the most powerful ways to connect with 14-24-year-olds.

As part of its commitment to reaching audiences of all generations, Crave is expanding its programming for teens with a new slate of Quebec-produced content that reflects their realities while providing a platform for emerging local talent. This offering complements a broader programming lineup that will also feature several original productions for adults during the 2026-2027 season, including Je te tiens, Une saison brûlante, and Surf Bay: Côte Ouest. 

For younger audiences, titles such as L’Usine de peur, La nuit des 13, Hors Réseau : L’expérience and Le Maître du jeu junior bring together popular personalities and content creators. L’Usine de peur, hosted by Cocotte, and La nuit des 13, featuring Farley and Gab Gagnon are great examples.

This new programming joins an existing lineup that already includes Québec productions such as Complètement lycée and Les Testeurs, alongside international franchises such as Pretty Little Liars, Gossip Girl, Harry Potter and The Hunger Games. This diverse content offering allows young audiences to reconnect with worlds and personalities they already know while discovering exciting new local productions.

It represents a unique opportunity for brands to integrate into content environments actively chosen by a young and engaged audience.

Audio fits seamlessly into their daily lives

When the screen is no longer the focus of attention, audio takes over. Radio, online radio and podcasts reach more than 40% of 14–24-year-olds every day.

And their potential goes beyond listening:

• 38% of 14–24-year-olds say podcast advertising improves their perception of a brand (index 196).
• They are also more likely to have conducted an online search after hearing a radio ad (index 121).
• Podcasts show particularly strong affinity, with an index of 149 among daily users.

The lesson? An audio touchpoint can extend a campaign beyond the viewing experience

OOH Advertising is a core part of the youth audience environment

Young audiences don’t spend their entire day in front of a screen. They move around, wait for transit and spend their days in places where brands can also make an impression. 

• 36% of 14–24-year-olds say Out-of-Home Advertising improves their perception of a brand (index 141).
• 53% are more likely to notice it when travelling or waiting for transit (index 124).

Information has a place too

Young audiences are not only looking for entertainment. They also turn to the platforms they use every day to stay informed. Noovo Info stands out with an offering available across television, the Web, social media, radio and now Crave. Its positioning reaches a younger audience than its main competitors: its programs attract an audience that is, on average, more than 10 years younger.

A strategy built around young audiences

Video, streaming, audio and Out-of-Home Advertising become more valuable when they work together rather than in silos. The opportunity for brands is to choose the right touchpoints, at the right time, with content that resonates.

Because 14–24-year-olds move from one screen to another, your media strategy should be able to do the same.

With our targeting tools and premium data, we can identify these audiences wherever they are and reach them with precision throughout their media journey.

Source : Vividata, Numeris.