Canada Time Spent With Media 2024

Total Media Time Will Peak This Year

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.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Media consumption patterns in Canada continue to change, making the audience a moving target
  3. Total time spent with media in Canada will peak in 2024
  4. Digital time spent will outpace traditional media by a factor of almost 2-to-1
  1. Mobile will account for more than a third of total time spent with media
  2. Viewing still leans toward linear TV, but CTV is gaining
  3. Listening favors digital audio over radio
  4. Social media time spent has jumped over the past five years
  1. Sources
  2. Media Gallery

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Paul Briggs


Bill Fisher
Principal Analyst, UK
Brian Lau
Forecasting Analyst
Paul Verna
Principal Analyst