Francophones in Canada’s second-most-populated province are slower to adopt new technology, but their time with digital media is growing, and it is almost on par with Anglophones in Canada.

Average daily time spent with media shot past the 10-hour mark last year, pushing media consumption to new levels in Canada.

After reaching an expected saturation point last year, daily media time in Canada will climb further this year based on our latest forecasts. COVID-19 has driven up demand for media while people are quarantined at home, which will impact our full-year forecast.

This report summarizes our forecasts for nine countries—the US, Canada, France, Germany, the UK, China, India, Japan, and South Korea—and offers comparative analyses of the major time spent numbers for each.

eMarketer senior analyst Paul Briggs, principal analyst Mark Dolliver and senior analyst Bill Fisher discuss how trust in the media is changing in the US, UK and Canada. They then talk about brands repurposing sports budgets, the English Premier League considering a direct-to-consumer streaming service and how advertisers' messaging tone differs between countries.

As brands prepare for a reopening of the economy and a boost in consumer spending in Canada, media agency PHD Canada has a front-row seat on the timing and tone of campaigns set to kick off.

The growing podcast audience in Canada has brands taking notice. Not only has the medium become a fixture in consumer media consumption, it’s also a sticky medium. Listeners consume podcasts heavily compared with other forms of informational media, and they are loyal to the hosts of their favorite shows.

The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.