Canada Trends to Watch for 2023

What to Expect for Connected TV, Streaming, Social, and Retail Media

Report by Paul Briggs  | Dec 15, 2022
Download
Report
Deck
Share
Table of Contents
Connected TV Props Up the TV Ad Market
Retail Media Networks Eat into the Duopoly’s Share of Advertising
Advertiser Activism Gains Momentum
Stream-Cutting Takes Hold
TikTok’s Growth Drives Advertiser Interest Higher
Sources
Media Gallery
About This Report
Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.
Topics
Digital Video
Canada
Table of Contents
Connected TV Props Up the TV Ad Market
Retail Media Networks Eat into the Duopoly’s Share of Advertising
Advertiser Activism Gains Momentum
Stream-Cutting Takes Hold
TikTok’s Growth Drives Advertiser Interest Higher
Sources
Media Gallery

A long-coming expansion of consumer media choice is now a reality in Canada, challenging the existing digital establishment. More ad-supported video on connected TVs (CTVs), audiences shifting to hipper social networks, streamlined streaming, and the growth of retail media will affect the media mix in 2023.

Connected TV Props Up the TV Ad Market

CTV’s time has come in Canada. Its audience has been growing for years, and the opportunity for ad-supported video-on-demand (AVOD) has finally arrived at scale. Joining AVOD leader YouTube is Netflix, which launched ads in November 2022. The subscription video-on-demand (SVOD) walled gardens are coming down, meaning ads targeting these video viewers are now available and can be more aligned with targeting in linear TV.

CTV advertising is hot, boosting a stagnated linear TV market. This is good news for media buyers previously shut out from a growing base of cord-cutters. Our forecasts show:

  • CTV ad spend will reach the C$1 billion ($806.7 million) milestone in 2023, and it’ll make up a quarter of total TV ad spending.
  • There will be 4.1 million cord-cutter households in Canada next year, more than a quarter (26.5%) of total residences.
Canada's Connected TV (CTV) Ad Market Is Soaring
E-Mail ChartDownload

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

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

Table of Contents

  1. Connected TV Props Up the TV Ad Market
  2. Retail Media Networks Eat into the Duopoly’s Share of Advertising
  3. Advertiser Activism Gains Momentum
  1. Stream-Cutting Takes Hold
  2. TikTok’s Growth Drives Advertiser Interest Higher
  3. Sources
  1. Media Gallery

Charts in This Report

Canada's Connected TV (CTV) Ad Market Is SoaringWhy Do Retailers/Brands in Canada and the US Work With Retail Media Networks? (% of respondents, Aug 2022)
How Many Streaming Services Have Adults in Canada Canceled? (% of respondents, by income, Oct 2022)Average Weekly Time TikTok Users in Canada Spent With TikTok, by Age and Language, Sep 2022 (hours)

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

Debra Aho Williamson
Principal Analyst
Angela Kim
Senior Researcher