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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 news: Ninety-four percent of marketers and agency execs are concerned about the impact of President Donald Trump鈥檚 tariffs on Canada, Mexico, China, and the EU, per IAB research鈥攊ncluding 57% who are 鈥渆xtremely concerned鈥� about the impact of tariffs. Almost half (45%) of advertisers are planning on reducing overall ad spend.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

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.

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.

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.

Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.