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Even relative to a neighboring country like Canada, it's like an hour more per day spending time with TV in the US than it would be in Canada. And that gap, especially if you compare that US number of TV consumption to other regions, that gap gets even larger. So it's a finding that we see every year. It speaks to the variety of content that's available to US consumers. And you know what?

Smartphone ownership is nearly universal in Canada, but time spent with mobile media in the country trails many other similar countries. Average daily time spent on mobile devices in Canada is 33 minutes lower than in the US, for instance. Western Europe doesn鈥檛 fit predictable patterns of media consumption.

CTV is providing continued growth in digital video viewership, further splitting audiences with TV. The ad market in Canada is responding by developing new ways to holistically target the total audience for long-form entertainment.

So in Canada, RBC, the Royal Bank of Canada was a big presenting sponsor, Toyota was another, so big national advertisers. There's a lucrative aspect to being a presenting sponsor, so they're in front of everybody for a couple of weeks.

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.

The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

In Canada, it's nine in 10 people in the population,鈥� our analyst Bill Fisher said on an episode of 鈥淏ehind the Numbers.鈥� 鈥淭his is a really, really valuable piece of advertising real estate.鈥�.

Netflix has completely removed the basic membership plans for everyone, including existing members in Canada this month. According to The Verge, users in Canada and the UK began to receive prompts earlier this month stating that July the 13th was the last day that viewers on this plan could continue watching content. Paul, what will this mean for the Netflix subscription landscape in Canada?

That鈥檚 more than double the increase we鈥檒l see in Canada, China, France, Germany, and the UK combined. While there鈥檚 growth across the board in the global programmatic market, rates are tied to total ad spending outlays in each country:. Canada is funneling ad dollars into video and connected TV (CTV). This, in turn, drives strong growth in programmatic display, as is the case in the US.

Our annual Trends to Watch report for Canada highlights expected developments in the country鈥檚 media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

Testing of the new ad tech platform will begin in Canada later this year. Netflix plans a US launch by the end of next year鈥檚 second quarter and a global rollout by the end of 2025. But wait, there鈥檚 more: Netflix also announced its ad-supported tier has reached 40 million active monthly users, nearly doubling from the 23 million reported in January.

This increase is proposed for multiple markets, primarily starting with the US and Canada. Zoom out: Netflix isn鈥檛 alone in this approach; over the past year, the cost of major ad-free streaming platforms has surged by approximately 25% in an effort to improve the bottom line. Disney recently raised prices for Disney+ and Hulu.