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Rogers Launches Five-Year $50 Million National Program to Help Youth Balance Screen Time

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Canadian teens spend 5.2 hours on their phone each day: 2.5x the recommended limit Partners with pro...

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AI Summary

Rogers Communications has launched Screen Break to combat excessive youth screen time, which averages 5.2 hours daily, significantly over the recommended limit. The initiative, part of a $50 million investment aimed at promoting healthier digital habits, highlights increased concern over mental and physical health issues associated with excessive smartphone use among Canadian teens.

Trading Thesis

RCI may benefit from increased investor confidence due to its proactive youth engagement strategy.

Market-Moving

  • Rogers' Screen Break could enhance brand loyalty among families.
  • Investors might view the $50 million initiative as a positive CSR move.
  • Health concerns over screen time could drive demand for Rogers’ services.
  • Partnerships with athletes may strengthen Rogers' market presence.
  • Increased awareness of screen time issues could affect Rogers' sales positively.

Key Facts

  • Canadian teens spend 5.2 hours per day on their phones.
  • CPS recommends a two-hour daily limit for recreational screen time.
  • Nine in 10 parents believe youths spend too much time online.
  • Rogers' Screen Break program is a five-year, $50 million investment.
  • Rogers partners with professional athletes for the initiative.

Companies Mentioned

  • Rogers Communications Inc. (RCI.A / RCI.B): Leading in communications, RCI is initiating screen time management.
  • YMCA (N/A): Partner for active living clinics, enhancing community engagement.

Corporate Developments

This initiative places Rogers at the forefront of corporate social responsibility, responding to public health concerns while enhancing brand perception. The proactive engagement with youth and their families positions RCI favorably in a socially conscious market.

FAQ

Why Bullish?

Rogers' investment in health-related initiatives aligns with current consumer trends emphasizing wellness, similar to past successes in tech-driven marketing strategies that enhanced brand equity.

How important is it?

The initiative directly addresses rising health concerns related to screen time, potentially improving user retention and attracting families seeking corporate responsibility, significantly impacting RCI's brand image and long-term growth.

Why Long Term?

As the campaign builds awareness and loyalty, its long-term effects on customer retention and brand health should enhance RCI's market position, similar to successful initiatives seen by tech companies focusing on health-related CSR activities.

Related Companies

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Rogers Launches $50 Million Program to Tackle Youth Screen Time

TORONTO, Jan. 08, 2026 (GLOBE NEWSWIRE) -- Rogers Communications Inc. (TSX: RCI.A, RCI.B; NYSE: RCI) has announced a significant national initiative called Screen Break, aimed at helping Canadian families manage excessive screen time among youth. The program comes at a time when research indicates that teenagers spend an average of 5.2 hours on their phones each day, exceeding the Canadian Paediatric Society's recommended limit of two hours.

Addressing the Impact of Excessive Screen Time

According to a recent study commissioned by Rogers, youth aged 11-17 are increasingly struggling with their screen habits, with only one in three recognizing it as a problem. The findings highlighted three major health concerns linked to excessive screen use:

  • Mental Health: Increased screen time can exacerbate anxiety, depression, and social isolation.
  • Physical Health: There is a strong link between excessive screen use and obesity as well as lower levels of physical fitness.
  • Cognitive Development: High levels of screen time hinder academic performance and overall development.

Insights from Leadership

Tony Staffieri, President and CEO of Rogers, emphasized the importance of connectivity while noting the challenges of excessive screen time. “Our customers want help managing screen time, and Screen Break is our commitment to help young people build a healthier, balanced relationship with their screens,” he stated.

Program Overview and Investment

Rogers is investing $50 million over the next five years into four key pillars of the Screen Break program designed to promote healthy digital habits among youth:

  1. Parental Tools: The MyRogers app allows parents to manage mobile data usage, while the Rogers Xfinity app enables them to set time limits and monitor app usage. Additional resources will be made available through a dedicated website.
  2. Youth Programming: The program includes a national in-school initiative featuring professional athletes talking about healthy screen habits, as well as active living events, such as Unplug and Play clinics. The YMCA has joined as a national partner for grants aimed at encouraging physical activity.
  3. Research & Partnerships: Rogers plans to commission annual studies on youth screen time and collaborate with the Dais at Toronto Metropolitan University to promote healthy digital habits in schools.
  4. Education & Advocacy: Athletes and on-air talent from Rogers will inspire teens to rethink their relationship with screens and challenge their usage through social media.

Expert Opinions on Healthy Screen Use

Lesley Davidson, President and CEO of the YMCA of Greater Toronto, noted that "Physical activity gives teens a healthy alternative to excessive scrolling while helping them build skills, confidence, and community." She stressed that providing opportunities for active engagement is a vital part of establishing a balance in screen time.

Conclusion

Rogers' Screen Break initiative reflects a growing recognition of the need to address the impacts of technology on youth. As families seek ways to establish healthier screen habits, this program represents a proactive approach from RCI to foster positive changes in Canadian households.

About Rogers Communications Inc.

Rogers is Canada's leading communications and entertainment company, with publicly traded shares on the Toronto Stock Exchange (TSX: RCI.A, RCI.B) and the New York Stock Exchange (NYSE: RCI). For more information, visit rogers.com or investors.rogers.com.

For media inquiries, contact: media@rci.rogers.com or call 1-844-226-1338.

The study commissioned by Rogers was conducted in English and French using the Angus Reid Forum from October 30 to November 11, 2025, with a sample size of 1,213 parents and 503 youth aged 11-17. The margins of error for comparison samples are +/-2.8% for parents and +/-4.4% for youth, 19 times out of 20.

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