Fragmented habits define the sports consumer in Canada, where fans juggle platforms, formats, and betting styles. Engagement is high, but attention and spending are spread widely—forcing marketers to compete for moments rather than dominance.

The traditional TV bundle will further decay as more live sports embrace streaming.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

On today's episode, we discuss how the pandemic changed how we buy electronics and how omnichannel marketing and operations are evolving. We then talk about whether YouTube is living up to its potential, ESPN+'s sports rights strategy, and whether DAZN can shake up sports TV. Tune in to the discussion with head of ecommerce at Samsung Electronics Argentina Guido Shama, eMarketer senior analyst Matteo Ceurvels, and director of forecasting at Insider Intelligence Oscar Orozco.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

In the latest episode of "Behind the Numbers," we continue our series on sports streaming around the world. This time, guests Paul Briggs and Paul Verna discuss the audience, content, platforms and marketing opportunities in streaming sports in Canada.

The sports video streaming landscape in Canada is a mix of legacy TV network groups Bell Media and Rogers Media; digital media giants such as Facebook, Twitter and Amazon; and independent startups like DAZN.

In Germany, telecoms and digital video giants such as Deutsche Telekom, Sky, Eurosport, Amazon and DAZN are fiercely competing for sports rights with public TV broadcasters ARD and ZDF.

Broadcast channels both paid and free carry the lion’s share of live sports content in the UK, but a substantial and growing portion of the population is now streaming sports via digital platforms.