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EMARKETER

Canada Time Spent with Media 2023

How Shifts in the Mediascape Affect the Advertising Mix

Report by Paul Briggs  |  Jun 2, 2023
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Report
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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

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7charts

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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)

authors

Paul Briggs

Contributors

Vivian Dong
Associate Forecasting Analyst
Paul Verna
Principal Analyst
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