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.

Report: Time Spent with Media Overview 2021. Article: US TV advertisers will spend nearly $20 billion in this year’s upfronts. Article: Amazon’s MGM acquisition could give it a watch-time boost.

Our forecast for digital video viewers in Canada highlights greater consumption of the medium during the pandemic.