More than a third of adult consumers in Canada are podcast listeners, a growing and lucrative audience for brand engagement.

Digital video is the lone silver lining in Canada’s ad market. Despite the pandemic, video ad spending will grow 3.6% this year to reach CA$2.18 billion ($1.64 billion).

Even before COVID-19 caused a spike in TV time in Canada, TV continued to be a strong medium of choice. But amid stay-at-home measures, consumers turned to a blend of TV and digital video for long-form content.

This report explores the latest developments in the social media landscape, including the Facebook ad boycott and new monetization opportunities from the platforms, as well as our latest forecast for social network ad revenues.

Our revised estimates for total ad spending in Canada this year show a big decline, mirroring what’s expected overall for the Canadian economy. Digital will hold its level after years of double-digit growth.

Confined to their homes, consumers now have more than the impetus of convenience to shop online. It’s become necessity for many people—a condition that will likely boost ecommerce habits for years to come. Nearly four in five adults (79%) in Canada spent 20% or less of their total shopping budget online prior to COVID-19, according to a Forum Research poll in April 2020.

Ecommerce’s share of total retail in Canada is higher than we previously expected, as brick-and-mortar outlets are forced to shutter and online shopping becomes a necessity.