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?
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Canada Ranks Second Among Select Countries for Average Daily Time Spent With Media (average hrs:mins spent per day with media among adults, by country, 2024)
The Device Dynamic in Canada: Smartphones Are Displacing Time Spent With Desktops/Laptops (average hrs:mins spent per day with select devices among adults in Canada, 2017-2026 )
In Canada, Time Spent With CTV Is Gaining on Linear TV (average hrs:mins spent per day with connected TV and linear TV among adults in Canada, 2020-2026)
In Canada, Time Spent With Digital Audio Far Exceeds That of Radio (average hrs:mins spent per day with digital audio and radio among adults in Canada, 2020-2026)
Time Spent With Social Media Will See Slowing Growth but Remain Well Above the 1-Hour Mark (average hrs:mins spent per day with social networks among adults in Canada, % change, and % of digital media time, 2017-2026)
Canada Ranks Second Among Select Countries for Average Daily Time Spent With Media (average hrs:mins spent per day with media among adults, by country, 2024)
The Device Dynamic in Canada: Smartphones Are Displacing Time Spent With Desktops/Laptops (average hrs:mins spent per day with select devices among adults in Canada, 2017-2026 )
In Canada, Time Spent With CTV Is Gaining on Linear TV (average hrs:mins spent per day with connected TV and linear TV among adults in Canada, 2020-2026)
In Canada, Time Spent With Digital Audio Far Exceeds That of Radio (average hrs:mins spent per day with digital audio and radio among adults in Canada, 2020-2026)
Time Spent With Social Media Will See Slowing Growth but Remain Well Above the 1-Hour Mark (average hrs:mins spent per day with social networks among adults in Canada, % change, and % of digital media time, 2017-2026)