蘑菇AV

It鈥檚 debatable whether YouTube and the sub OTT platforms should be considered as direct competitors, but we treat them as such given YouTube鈥檚 approach to CTV. In some markets, like India, YouTube is in a league of its own. But this is not the case everywhere. Disney+ is also competitive in many of these countries, although its outlook has become blurry.

Media habits in Canada have changed, favoring digital across all formats. The GMI report for Canada is a single source for quantifying the pace of change in time spent with media, media adoption, and device ownership.

Over the past five years, smart TV ownership has increased significantly in key Tier 1 markets.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

Our predictions for retail media networks, smart TV watching, and generative AI.

Viewership in Canada is changing, as more eyeballs turn to connected TV and digital video for long-form content.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

Ad spending will rebound in 2024, as mobile formats continue to dominate and areas like connected TV and retail media drive renewed growth.

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.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by 蘑菇AV. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

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.

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.

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