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Media consumption patterns in Canada continue to change, making the audience a moving target
Total time spent with media in Canada will peak in 2024
Digital time spent will outpace traditional media by a factor of almost 2-to-1
Mobile will account for more than a third of total time spent with media
Viewing still leans toward linear TV, but CTV is gaining
Listening favors digital audio over radio
Social media time spent has jumped over the past five years
Sources
Media Gallery
Our annual time spent with media in Canada estimates are a must-read for marketers developing a media mix that best engages audiences. An increasingly fragmented mediascape presents challenges and new opportunities for advertising effectiveness.
Key Question: What media formats do consumers in Canada rely on the most?
Key Stat: Digital media will make up 63.0% of time spent with media this year.
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Table of Contents
Executive Summary
Media consumption patterns in Canada continue to change, making the audience a moving target
Total time spent with media in Canada will peak in 2024
Digital time spent will outpace traditional media by a factor of almost 2-to-1
Mobile will account for more than a third of total time spent with media
Viewing still leans toward linear TV, but CTV is gaining
Listening favors digital audio over radio
Social media time spent has jumped over the past five years
Canada Ranks Second Among Select Countries for Average Daily Time Spent With Media (average hrs:mins spent per day with media among adults, by country, 2024)
The Device Dynamic in Canada: Smartphones Are Displacing Time Spent With Desktops/Laptops (average hrs:mins spent per day with select devices among adults in Canada, 2017-2026 )
In Canada, Time Spent With CTV Is Gaining on Linear TV (average hrs:mins spent per day with connected TV and linear TV among adults in Canada, 2020-2026)
In Canada, Time Spent With Digital Audio Far Exceeds That of Radio (average hrs:mins spent per day with digital audio and radio among adults in Canada, 2020-2026)
Time Spent With Social Media Will See Slowing Growth but Remain Well Above the 1-Hour Mark (average hrs:mins spent per day with social networks among adults in Canada, % change, and % of digital media time, 2017-2026)
Canada Ranks Second Among Select Countries for Average Daily Time Spent With Media (average hrs:mins spent per day with media among adults, by country, 2024)
The Device Dynamic in Canada: Smartphones Are Displacing Time Spent With Desktops/Laptops (average hrs:mins spent per day with select devices among adults in Canada, 2017-2026 )
In Canada, Time Spent With CTV Is Gaining on Linear TV (average hrs:mins spent per day with connected TV and linear TV among adults in Canada, 2020-2026)
In Canada, Time Spent With Digital Audio Far Exceeds That of Radio (average hrs:mins spent per day with digital audio and radio among adults in Canada, 2020-2026)
Time Spent With Social Media Will See Slowing Growth but Remain Well Above the 1-Hour Mark (average hrs:mins spent per day with social networks among adults in Canada, % change, and % of digital media time, 2017-2026)
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