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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.

Note that GWI interviews and represents each country's online population ages 16+ (in Canada, Hong Kong, Japan, Israel, Singapore, the UK, and the US) or ages 16-64 (in other markets)鈥攏ot its total population.

The first game, 鈥淭he Six,鈥� turns passive ad breaks into bite-sized trivia experiences, and is now available to advertisers in the US and Canada. GameBreaks appears in the first ad slot of commercial breaks and allows for brand customization, from theming to question content.

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.

It launched its own ad system in Canada last year, where Peters noted revenue gains. 鈥淯sing our own ads server [enables] us to offer more flexibility, more ways of buying for advertisers, fewer hurdles, just improving the overall buyer experience,鈥� Peters said in the company鈥檚 earnings call.

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.

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.

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

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.

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?

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