Canada Digital Video 2022

CTV Boosts Viewership and Advertising Opportunities

Report by Paul Briggs  | Nov 14, 2022
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Table of Contents
Executive Summary
Key Points
How Big Is This Market?
What’s Changing That Will Affect These Forecasts?
What Do These Forecasts Mean for Media Buyers and Brand Marketers?
Read Next
Sources
Media Gallery
About This Report
CTV is providing continued growth in digital video viewership, further splitting audiences with TV. The ad market in Canada is responding by developing new ways to holistically target the total audience for long-form entertainment.
Topics
Digital Video
Canada
Table of Contents
Executive Summary
Key Points
How Big Is This Market?
What’s Changing That Will Affect These Forecasts?
What Do These Forecasts Mean for Media Buyers and Brand Marketers?
Read Next
Sources
Media Gallery

Executive Summary

Digital video viewership is being propped up by connected TVs (CTVs), which allow for easy access to streaming apps on the biggest screens in households. It’s not only viewers who benefit from the improved user experience; advertisers do too, thanks to evolving ad units that span linear and digital audiences across a variety of screens.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How many digital video viewers are there in Canada, and how does the audience compare with traditional TV’s?
  2. What devices and platforms command the most viewership?
  3. How is the advertising opportunity evolving to address this shifting market?

WHAT’S IN THIS REPORT? Our forecasts for digital video viewers, the top platforms, CTV ad spending, and pay TV households and viewers in Canada. Also, key trends shaping the digital video ad market in the country.

Digital Video Viewers in Canada, 2022-2026 (millions and % change)
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KEY STAT: There will be 28.1 million digital video viewers in Canada this year.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Big Is This Market?
  1. What’s Changing That Will Affect These Forecasts?
  2. What Do These Forecasts Mean for Media Buyers and Brand Marketers?
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Digital Video Viewers in Canada, 2022-2026 (millions and % change)Digital Video Viewers in Canada, by Age, 2022-2026 (millions in each group)
Smartphone Video Viewers in Canada, 2022-2026 (millions and % change)Subscription OTT Video Service Users in Select Countries, 2022 (% of internet users)
Traditional Pay TV Households in Canada, 2022-2026 (millions and % change)Cord-Cutter Households in Canada, 2022-2026 (millions and % change)
Digital Video: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population, % change, and % of total digital media time)TV* vs. Digital Video**: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population and % of total)
YouTube Viewers in Canada, 2022-2026 (millions and % change)Subscription Video-on-Demand (SVOD) Video Viewers in Canada, 2022 (millions)
Connected TV Ad Spending in Canada, 2020-2025 (millions of C$, % change, and % of digital ad spending)

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Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
How Big Is This Market?
What’s Changing That Will Affect These Forecasts?
What Do These Forecasts Mean for Media Buyers and Brand Marketers?
Read Next
Sources
Media Gallery
About This Report
CTV is providing continued growth in digital video viewership, further splitting audiences with TV. The ad market in Canada is responding by developing new ways to holistically target the total audience for long-form entertainment.
Topics
Digital Video
Canada
Table of Contents
Executive Summary
Key Points
How Big Is This Market?
What’s Changing That Will Affect These Forecasts?
What Do These Forecasts Mean for Media Buyers and Brand Marketers?
Read Next
Sources
Media Gallery
Download PDF

authors

Paul Briggs

Contributors

Ross Benes
Senior Analyst
Alexandra Chipkin
Researcher, SEA & Canada
Paul Verna
Principal Analyst