Data Drop: 4 Charts on Canada CTV and Digital Video

CTV Viewership Rivals That of Linear TV

Report by Paul Briggs | Dec 6, 2024

Canada’s viewing landscape has shifted dramatically in the past decade, changing the way advertisers reach target audiences. Here are four charts that highlight key stats on the viewership of connected TV (CTV) and digital video in Canada.

CTV viewership continues to rise

CTV viewership now rivals that of linear TV. Over the past decade, CTV viewership has increased 54.2%. In 2024, 28.3 million viewers of all ages will watch CTV compared with 28.0 million adults who will watch linear TV (live or recorded), according to our estimates. Next year, we expect CTV viewership to grow 2.2%, while TV viewership will decline.

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Charts in This Report

The Number of Connected TV Users in Canada Has Grown Significantly Over the Past Decade (millions of connected TV (CTV) users in Canada and % of population, 2016–2025)Viewership Is High Across a Range of Video Options in Canada (millions of digital video viewers in Canada, by type or device, 2024)

YouTube Beats Netflix and Other Subscription-Based Rivals in Audience Size in Canada (millions of OTT video viewers in Canada, by platform, 2024)Millennials Lead All Ages in Digital Video Viewership in Canada, but Gen Z Leads in Penetration (millions of digital video viewers in Canada and % of internet users, by age, 2024)