Rogers Launches Five-Year $50 Million National Program to Help Youth Balance Screen Time
MWN-AI** Summary
Rogers Communications has launched a significant national initiative, Screen Break, aimed at addressing the rising concern of excessive screen time among Canadian youth. With a staggering average of 5.2 hours spent on phones daily, which is over twice the Canadian Paediatric Society’s recommended limit, the program is designed to promote healthier digital habits. CEO Tony Staffieri emphasized the importance of a balanced relationship with technology, acknowledging that excessive screen time can affect both mental and physical well-being.
Rogers is investing $50 million over five years in four key areas: parental tools, youth programming, research and partnerships, and education and advocacy. The initiative includes resources such as the MyRogers app, which helps parents monitor and manage their children's app usage and screen time, and a dedicated website offering tips and resources for families.
Youth engagement is a core aspect of the program. Rogers plans to implement an in-school program featuring professional athletes who will discuss healthy screen habits with students, alongside active living events hosted by athletes. Grants will be provided to youth organizations, starting with a partnership with YMCA, to encourage physical activity as an alternative to screen time.
In addition, Rogers aims to invest in research, commissioning annual studies on youth screen habits, and collaborating with the Dais at Toronto Metropolitan University to foster discussions on managing technology use in schools. Through partnerships with notable athletes, the initiative hopes to inspire teens to reconsider their digital relationships and challenge themselves to participate in more offline activities. Overall, Screen Break is a strategic move by Rogers to contribute to the well-being of Canadian youth in an increasingly digital age.
MWN-AI** Analysis
Rogers Communications' recent initiative, the Screen Break program, represents not only a commitment to public health and wellness but also a strategic marketing move that reflects the growing concerns around excessive screen time among Canadian youth. With teens spending an alarming 5.2 hours per day on mobile devices, Rogers is positioning itself as a socially responsible leader, addressing both consumer sentiment and potential regulatory scrutiny.
Investing $50 million over five years into this initiative can be seen as a dual strategy: enhancing their corporate image while potentially increasing customer loyalty. By aligning with professional athletes, Rogers is leveraging influential voices to engage with a younger audience, fostering a connection that transcends traditional marketing methods. This partnership can amplify their message around balanced screen use while promoting healthy living, which is particularly appealing to parents.
From a market perspective, Rogers is capitalizing on the growing trend of health and wellness in technology, an area where many companies have faced criticism. The proactive approach taken by Rogers demonstrates a shift; rather than waiting for regulatory pressures to mandate change, they are leading the conversation around responsible technology use, a move that could strengthen their market position against competitors.
Additionally, by offering tools and resources that aid parents in managing screen time, Rogers not only drives customer engagement but also increases usage of their products, like the MyRogers app. This initiative serves as a unique selling proposition, differentiating them within the saturated telecommunications landscape.
Investors should view this initiative favorably as it presents opportunities for sustained revenue growth while strengthening brand loyalty. The balance between connectivity and healthy living could very well resonate with consumers, positioning Rogers advantageously in a market increasingly concerned with digital wellness. Monitoring the success of the Screen Break program and its impact on customer satisfaction will be key indicators of long-term financial benefits.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Canadian teens spend 5.2 hours on their phone each day: 2.5x the recommended limit
Partners with professional athletes to promote youth screen balance and healthier living
Encourages tweens and teens to make healthy digital habits a new year’s resolution
TORONTO, Jan. 08, 2026 (GLOBE NEWSWIRE) -- Rogers today announced Screen Break, a new, national program to help Canadian families address excessive screen use in youth.
“Connectivity brings us together and it connects us to the world around us, but excessive screen time is a real concern for our customers,” said Tony Staffieri, President and CEO, Rogers. “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.”
Excessive Screen Time Affects Physical & Mental Well-Being
A new Rogers study found that youth aged 11-17 spend 5.2 hours per day on their phones, far exceeding the two-hour recreational screen time limit set by the Canadian Paediatric Society (CPS). The CPS has identified health concerns with excessive screen use:
- Mental health: higher screen time can increase anxiety, depression, and social isolation
- Physical health: excessive screen time can contribute to obesity and lower physical fitness
- Cognitive: higher screen time can hinder academic performance and development
While nine in 10 parents surveyed think youth spend too much time on their phones, only one in three youth think their screen time is a problem. Most parents and youth agree that companies like Rogers should help families manage screen time.
“We want to help tweens and teens continue to enjoy the amazing benefits of being connected while recognizing there are times to take a screen break,” said Staffieri. “Healthy digital habits and active living are integral to their physical and mental well-being. Through Screen Break, we plan to make a meaningful difference on this important issue.”
Helping Youth Develop Healthy Digital Habits
Rogers is investing $50 million over five years into four program pillars:
1. Parental Tools:
- The MyRogers app helps parents manage mobile data usage for family members
- Rogers Xfinity app helps parents set time limits, create downtime schedules, and monitor their kids' time on popular apps
- A new website provides resources and tips to help parents use apps, make decisions about technology for their kids, and talk to their kids about screen time use
2. Youth Programming:
- A national in-school program will feature professional athletes engaging teens in real-life conversations around healthy screen use
- Unplug and Play events will feature athletes hosting active living clinics throughout the year. The first event will happen in March
- Rogers will issue grants to up to four youth organizations to encourage active living. YMCA is the first national partner
“Physical activity gives teens a healthy alternative to excessive scrolling while helping them build skills, confidence, and community," said Lesley Davidson, President and CEO, YMCA of Greater Toronto. “When youth play and move, they spend less time on screens and more time growing – physically, mentally, and socially. One of the easiest ways to create screen balance is to give tweens and teens a place to play, learn, and have fun in person.”
3. Research & Partnerships
- Rogers will commission an annual study to look at screen time use among youth
- Rogers is partnering with the Dais at Toronto Metropolitan University, a public policy and leadership think tank, to engage tweens and teens in building healthy digital habits in schools
"Screens are second nature to many young people, but balancing technology use is an ongoing skill for all of us," said André Côté, Executive Director, the Dais. “Rogers multi-pronged approach to supporting Canadian families will help bring attention to this important national conversation, open doors to meaningful education and skills building, and help researchers better understand the impacts of screen use in school and life.”
4. Education & Advocacy:
- Rogers will work with its athletes and on-air talent to inspire teens to rethink their relationship with their screens through social media and advertising
- To launch the program, Rogers is partnering with George Springer, Connor McDavid, John Tavares, Marie-Philip Poulin and Sarah Nurse to share their thoughts on screen time
“Just like we teach kids to play sports or ride a bike, we need to teach them when to put their phone down and get moving,” said George Springer, Toronto Blue Jays player. “I’d like teens to challenge themselves – start by putting away your phone for an hour and see how you feel without it. Balancing screen time takes practice.”
About Rogers Communications Inc.
Rogers is Canada’s leading communications and entertainment company and its shares are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI). For more information, please visit rogers.com or investors.rogers.com.
For more information:
media@rci.rogers.com
1-844-226-1338
The study was commissioned by Rogers and was conducted in English and French using the Angus Reid Forum. It was conducted from October 30 through November 11, 2025, and included 1,213 parents of 11-17 year-olds with a smartphone and 503 11-17 year-olds who have a smartphone. For comparison purposes only, a probability sample of n=1,213 parents and n=503 11-17 year-olds would carry margins of error of +/-2.8% (parents) and +/-4.4% (11-17 year-olds), 19 times out of 20.
FAQ**
How will Rogers Communications Inc. Class B Non-Voting Shares RCI.B:CC leverage the findings from its annual studies on youth screen time to enhance its Screen Break program and drive shareholder value over the next five years?
Considering the significant investment in promoting healthy digital habits, how does Rogers Communications Inc. Class B Non-Voting Shares RCI.B:CC plan to measure the effectiveness of its Screen Break initiative in reducing youth screen time?
In what ways will Rogers Communications Inc. Class B Non-Voting Shares RCI.B:CC collaborate with youth organizations to ensure that the Screen Break program addresses diverse community needs regarding screen time management?
How does Rogers Communications Inc. Class B Non-Voting Shares RCI.B:CC intend to utilize partnerships with professional athletes to amplify the visibility and impact of the Screen Break initiative among Canadian teens and their families?
**MWN-AI FAQ is based on asking OpenAI questions about Rogers Communications Inc. Class A Shares (TSXC: RCI.A:CC).
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