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

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.

So in terms of what's happening in Canada, a couple of major players, like Bell Media. Bell Media hasn't, which has their main linear TV channel as CTV Canada, doesn't really have a FASST play at this point in time. Rogers, as I mentioned earlier, made that deal with Tubi in 2020 to bring that content to Canada and that experience to Canada.

Amid growing concerns over trade tensions and economic volatility, many global brands are reallocating budgets geographically鈥攕hifting spend away from vulnerable regions and toward more stable markets like Canada, Europe, and Australia. Marketers are trading guesswork for guarantees鈥攑rioritizing retail media and CTV for their measurability, accountability, and performance clarity.

This week, marketers lean on AI for creative campaigns, connected TV (CTV) audiences take action on ads, and TikTok maintains the most active audience across social platforms. Key stat: Consumers don鈥檛 want ads to feel so personal. Some 94% of consumers across the US, UK, and Canada prefer contextual ads over identity-based ads based on browsing history, per GumGum survey data.

Digital users in Quebec鈥攎ost of whom speak French as their first language鈥攈ave unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.

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

Streameast was a major disruptor, streaming matches from the Premier League, Champions League, NFL, NBA, MLB, and NHL to fans across the US, UK, Canada, Germany, and the Philippines. Traffic from the original site now redirects to ACE鈥檚 鈥淲atch Legally鈥� portal, but Streameast copycats are already emerging to tap sports fans鈥� demand for streaming.

Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.

Although subscriptions will account for about two-thirds of total revenues for US streaming services in 2025, that share will slowly decline as marketers invest more in connected TV (CTV), per our estimates. Between 2023 and 2027, advertising鈥檚 share of total streaming revenues will increase by nearly 4 percentage points. This means advertising revenues are growing faster than subscription revenues.

Look, two-thirds of the US population use connected TVs. In Canada, it's nine in 10 people in the population. This is a really, really valuable piece of advertising real estate. By the same token, CTV ad spend is beginning to slow down a little bit, so I think this is one area that could help keep it buoyant for a little while longer.

By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets. This will drive standout growth for Amazon in 2024 and buttress 2025 as well, as the initiative expands and matures in more countries. Behind the Numbers.