In our polarized political environment, the claim that the media is biased is leveraged almost daily. However, most studies are in conflict in terms of severity and direction of bias, leading most researchers to conclude that perception of bias is, to a significant degree, in the eye of the beholder. This study investigates where consumers perceive bias (i.e., which news outlets are perceived as the most biased), and why (i.e., how consumers' political ideology and political engagement affect bias perception).