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Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

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

OTT video is popular whether it鈥檚 free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

Despite early adoption, programmatic has stopped gaining much new ground in Canada. Though similar to the US in many respects, Canada likely owes its slightly higher programmatic penetration to Meta鈥檚 outsize influence. Like other social networks, Meta serves the vast majority of its ads programmatically. Meta will account for 30.2% of digital ad spending in Canada this year.

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.

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.

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.

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.

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.