Canada Time Spent with Media 2022

Digital Video, Audio, and Social Media Are Gaining Ground

Report by Paul Briggs  | Jun 7, 2022

Time Spent with Media 2022

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How Consumers Spend Time with Media in 3 Countries

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Table of Contents
Executive Summary
Key Points
Total Media Time Is Shrinking
The Gap Between TV and Video Time Is Closing
Like Video Viewership, Audio Listenership Is Favoring Digital Sources
What Do These Forecasts Mean for Marketers in Canada?
Read Next
Sources
Media Gallery
About This Report
Total time spent with media is more than 10 hours daily on average in Canada this year. In the years ahead, total time will shrink slightly, but digital formats will continue to steal time away from traditional media.
Topics
Time Spent with Media
Media Consumption
Canada
Table of Contents
Executive Summary
Key Points
Total Media Time Is Shrinking
The Gap Between TV and Video Time Is Closing
Like Video Viewership, Audio Listenership Is Favoring Digital Sources
What Do These Forecasts Mean for Marketers in Canada?
Read Next
Sources
Media Gallery

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.

Traditional* vs. Digital Media: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population)
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KEY STAT: Digital media time will be 5:29 daily on average in Canada this year, as the shift to digital continues apace.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Total Media Time Is Shrinking
  1. The Gap Between TV and Video Time Is Closing
  2. Like Video Viewership, Audio Listenership Is Favoring Digital Sources
  3. What Do These Forecasts Mean for Marketers in Canada?
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Traditional* vs. Digital Media: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population)Total Time Spent with Total Media in Canada, 2019-2024 (hrs:mins per day among population and % change)
Smartphones: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population, % change, and % of total time spent with media)Smartphone* vs. Tablet**: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population)
Average Time Spent with Media in Canada, by Media, 2019-2024 (hrs:mins per day among population)Social Networks: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population 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)
Digital Audio: Average Time Spent in Canada, 2019-2024 (hrs:mins per day among population, % change, and % of digital media time)Radio* vs. Digital Audio**: Average Time Spent in Canada, 2019-2023 (hrs:mins per day among population)

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authors

Paul Briggs

Contributors

Ethan Cramer-Flood
Senior Forecasting Writer
Bill Fisher
Principal Analyst, UK
Debra Aho Williamson
Principal Analyst