(First Time Car Owner) Continental UltimateContact vs Bridgestone Blizzak WS90 for Winter Tires?

Hello!

I recently bought my first vehicle (2018 Subaru Outback 3.6R Touring AWD) and I’m looking to outfit it with new winter tires and rims this year.

As it is my first car, I have zero experience buying tires and I was hoping this subreddit could help! For context, I live in Northern Ontario where it gets quite cold (ranging from -20C to -40C in the winter), and snow is on the ground in some form for about 6 months of the year.

I’ve narrowed it down to these two tires, which - between the rebate on the Blizzaks and the sale on the Continentals - are going to come out to be comparable in price:

-Continental UltimateContact (https://www.canadiantire.ca/en/pdp/continental-ultimatecontact-winter-for-passenger-cuv-0059510p.0078561.html)

-Bridgestone Blizzak WS90 (https://www.canadiantire.ca/en/pdp/bridgestone-blizzak-ws90-winter-tire-for-passenger-cuv-4087940p.0073661.html)

It’s my understanding based on this article (https://tractionlife.com/continental-ultimatecontact-winter-tire-review/) I found posted in a similar thread that the Continentals are new this year? I’m not sure how much that should affect my decision.

Even after reading the articles and reviews, I still feel a bit overwhelmed and indecisive, so any and all help from people more experienced would be so appreciated!! TIA