Canada Time Spent with Media 2023

How Shifts in the Mediascape Affect the Advertising Mix

Report by Paul Briggs  | Jun 2, 2023
Download
Report
Deck
Share
Table of Contents
Report Snapshot
Digital media time shoots past the 7-hour mark daily.
More than a third of media time is mobile.
Connected TV is the hottest format.
CTV accounts for more than a third of total TV time.
Social is a launching pad to most other media.
Audio mirrors video as listeners favor OTT.
There are plenty of options for brands to tap into Canada’s heavy media appetite.
Sources
Media Gallery
About This Report
Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.
Topics
Time Spent with Media
Canada
Table of Contents
Report Snapshot
Digital media time shoots past the 7-hour mark daily.
More than a third of media time is mobile.
Connected TV is the hottest format.
CTV accounts for more than a third of total TV time.
Social is a launching pad to most other media.
Audio mirrors video as listeners favor OTT.
There are plenty of options for brands to tap into Canada’s heavy media appetite.
Sources
Media Gallery

Report Snapshot

Our annual forecast of media consumption in Canada reveals time spent on media in the country is among the highest in countries we track. Average time is now well over 11 hours daily, second only to the US figure of 12:11.

Key Question: How should media buyers adapt to the changing media habits in Canada?

KEY STAT: Daily digital time will amount to 61.7% of total media time this year.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Report Snapshot
  2. Digital media time shoots past the 7-hour mark daily.
  3. More than a third of media time is mobile.
  4. Connected TV is the hottest format.
  1. CTV accounts for more than a third of total TV time.
  2. Social is a launching pad to most other media.
  3. Audio mirrors video as listeners favor OTT.
  4. There are plenty of options for brands to tap into Canada’s heavy media appetite.
  1. Sources
  2. Media Gallery

Charts in This Report

Average Time Spent with Total Media in Select Countries, 2023 (hrs:min per day among adult population)Average Time Spent per Day With Media by Adults in Canada, by Format, 2019-2025 (hrs:min)
Average Time Spent per Day With Smartphone vs. Tablet by Adults in Canada, 2020-2025 (hrs:min)Average Time Spent per Day With Connected TV (CTV) by Adults in Canada, 2020-2025 (hrs:min, % change, and % of total time spent with digital media)
TV* vs. CTV**: Daily Average Time Spent by Adults in Canada, 2020-2025 (hrs:mins)Average Time Spent per Day With Social Networks by Adults in Canada, 2020-2025 (hrs:min and % change)
Average Time Spent per Day With Radio* vs. Digital Audio** by Adults in Canada, 2020-2025 (hrs:min)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PPTX

 

 

 

 

 

 

 

 

 

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Paul Briggs

Contributors

Vivian Dong
Associate Forecasting Analyst
Paul Verna
Principal Analyst

Latest Reports

US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
What Banks Need to Know About Gen Alpha
Report
What Banks Need to Know About Gen Alpha
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Ad Measurement Trends H1 2024
Report
Ad Measurement Trends H1 2024
Brand Safety 2024
Report
Brand Safety 2024
US OTT and Pay TV Viewership Forecast 2024
Report
US OTT and Pay TV Viewership Forecast 2024
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024
Report
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024
UK Beauty 2024
Report
UK Beauty 2024
US Resale 2024
Report
US Resale 2024
US Amazon Ecommerce Forecast 2024
Report
US Amazon Ecommerce Forecast 2024
Canada Click-and-Collect Forecast 2024
Report
Canada Click-and-Collect Forecast 2024
FAQ on the EU’s Digital Services Act and Digital Markets Act
Report
FAQ on the EU’s Digital Services Act and Digital Markets Act
Western Europe Sustainability in Advertising
Report
Western Europe Sustainability in Advertising

Popular on EMARKETER

Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs
Article
Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs
Amazon Prime Video’s cataloging problems are affecting watch time
Article
Amazon Prime Video’s cataloging problems are affecting watch time
YouTube’s ad-blocking crusade comes to mobile devices
Article
YouTube’s ad-blocking crusade comes to mobile devices
TikTok faces new allegations of data-sharing with parent company in China
Article
TikTok faces new allegations of data-sharing with parent company in China
Data Drop: 5 Charts on CTV Users by Device
Article
Data Drop: 5 Charts on CTV Users by Device
Amazon adds ‘Amazon Live’ shopping channel to Prime Video and Freevee
Article
Amazon adds ‘Amazon Live’ shopping channel to Prime Video and Freevee
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
Criteo layoffs show cookie removal could pressure ad tech
Article
Criteo layoffs show cookie removal could pressure ad tech
Consumer spending shows no signs of slowing as retail sales rise 4.0% in March
Article
Consumer spending shows no signs of slowing as retail sales rise 4.0% in March
Nearly half of grocery and retail shoppers would leave their favorite brand for a cheaper alternative
Article
Nearly half of grocery and retail shoppers would leave their favorite brand for a cheaper ...
Eight in 10 Amazon Prime Video viewers use the ad-supported tier
Article
Eight in 10 Amazon Prime Video viewers use the ad-supported tier
CTV ad dollars are going to waste—advertisers need to know where their money is going
Article
CTV ad dollars are going to waste—advertisers need to know where their money is going
5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1
Article
5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1
US ad spending to hit $360 billion, with CTV and streaming leading the charge
Article
US ad spending to hit $360 billion, with CTV and streaming leading the charge

Latest Forecasts

Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country
Retail Media Ad Spending, China
Forecasts
Retail Media Ad Spending, China
Ecommerce Channel Ad Spending, China
Forecasts
Ecommerce Channel Ad Spending, China
Traditional Media Ad Spending
Forecasts
Traditional Media Ad Spending
Total Media Ad Spending, China
Forecasts
Total Media Ad Spending, China
Digital Ad Spending, China
Forecasts
Digital Ad Spending, China
Subscription Over-the-Top (OTT) Platform Revenues, US
Forecasts
Subscription Over-the-Top (OTT) Platform Revenues, US
Subscription Over-the-Top (OTT) Connected TV Platforms, US
Forecasts
Subscription Over-the-Top (OTT) Connected TV Platforms, US
Connected TV, US
Forecasts
Connected TV, US

"Behind the Numbers" Podcast

The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
Audio
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
Audio
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
Audio
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
The Banking & Payments Show: The Crypto Renaissance
Audio
The Banking & Payments Show: The Crypto Renaissance
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
Audio
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...
The Weekly Listen: Should teens need permission to access social media, Spotify's video moves, and the path for ride-hailing
Audio
The Weekly Listen: Should teens need permission to access social media, Spotify's video moves, and ...
The Daily: The most interesting ways we are changing how we spend time with media—a TV surprise, TikTok content, and more
Audio
The Daily: The most interesting ways we are changing how we spend time with media—a TV surprise, ...
Reimagining Retail: Where in-store retail media is headed and activations that are moving the needle
Audio
Reimagining Retail: Where in-store retail media is headed and activations that are moving the needle
The Daily: Publishers future, part 2—What's next for publishing, AI disclosure and Spotify's video learning
Audio
The Daily: Publishers future, part 2—What's next for publishing, AI disclosure and Spotify's video ...
The Daily: Publishers future, part 1—What to do about the GenAI issue, BeReal's next move, and X pivots to CTV
Audio
The Daily: Publishers future, part 1—What to do about the GenAI issue, BeReal's next move, and X ...