Executive Summary

Media time now tops the 10-hour mark on average in Canada. It’s a ceiling we didn’t expect to reach, but the pandemic has led to new and more engaged audiences for digital video, audio, and social media. Our new forecast shows strong growth in these formats through 2024.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How is time spent with media changing in Canada, and what does it mean for marketers?
2. Which social networks are taking up the most media time?
3. To what degree is video viewership and audio listenership in Canada shifting to digital?

WHAT’S IN THIS REPORT? Our latest forecasts for time spent with media in Canada, including digital and traditional formats, and what the changes mean for marketers.

KEY STAT: Digital media time will be 5:29 daily on average in Canada this year, as the shift to digital continues apace.