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Each has established a foothold in a media niche—social media for Meta, search (and video) for Google, and retail media for Amazon—and built unrivaled leadership positions. The triopoly’s share of ad spend in Canada in 2025 will be 75.6%. This is compared with 62.5% in the US and 65.2% in the UK.

This is the antithesis of what’s happening in Germany and the UK, where the CPG sector is riding the wave of retail media advertising—and this is likely why the French market is behaving differently. As noted in our "France, Germany, and the UK Retail Media Ad Spending Forecasts 2024" report, each country is gaining momentum in this field, but France is the laggard.

Shoppable Media 2025 (Ä¢¹½AV subscription required). Methodology: Data is from the April 2025 Criteo report titled "The Spark of Discovery: Reigniting The Emotion of Ecommerce" in partnership with Harvard PR and Vitreous World. 6,000 consumers in the UK, US, France, Germany, Japan, and South Korea were surveyed online during February 7-17, 2025.

France will see stronger growth in digital ad spending than both Germany and the UK this year. Most industries aren’t contributing to that growth, though, with only travel and retail seeing any significant investments.

TikTok is primarily banking on countries in Southeast Asia to reach its objective, but it’s not giving up on the US: In May, the Financial Times reported that TikTok had restructured its ecommerce business to focus on the US and the UK. The US is the world’s second-largest social commerce market after China, generating $68.92 billion in sales this year, per our estimates.

Canada trails just one country—the US—in average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

US-UK trade deal eases barriers across key sectors: Our FAQ explains how the pact may benefit exporters and affect economic growth.

The UK is seeing stagnant social network user growth. But while reach remains huge, marketers should look at how their target markets are spread across platforms because this is where the real change is happening.