Gen Z’s media consumption skews heavily toward short bursts of content viewed on smartphones (particularly via Instagram, Snapchat, TikTok, and YouTube) as opposed to lean-back viewing on connected TVs. This youngest generation is heavily invested in audio platforms like Pandora, Spotify, and YouTube Music.

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

The company’s dominance was expected to weaken at the onset of 2020 as major media players like Disney and Apple entered the streaming market in Canada and elsewhere. There’s also Amazon Prime Video, the second-most-watched streaming service in Canada.

KEY STAT: TV, digital video and gaming (especially mobile gaming) are central to kids’ media usage. By comparison, social media’s presence is marginal. They’re Analog Natives, Too. Obviously, today’s kids are more digital than prior generations at the same age. But above all else, they’re still kids.