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.
The US could be the only country to experience a drop in foreign travel spending this year: Tariffs, uncertain travel policies, and a boycott by Canadian and Mexican travelers may cost the economy $12.5 billion.
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.