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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.

Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

In North America, connected TV (CTV) is carving out a slice of programmatic display ad spending. In the US, CTV is gaining share at the expense of desktop and laptop computers (16.7% for CTV versus 12.7% for desktop/laptop in 2025); mobile鈥檚 share will hover around 70%, where it鈥檚 been since 2018.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.

It鈥檚 debatable whether YouTube and the sub OTT platforms should be considered as direct competitors, but we treat them as such given YouTube鈥檚 approach to CTV. In some markets, like India, YouTube is in a league of its own. But this is not the case everywhere. Disney+ is also competitive in many of these countries, although its outlook has become blurry.

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.

Over the past five years, smart TV ownership has increased significantly in key Tier 1 markets.

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.

Our predictions for retail media networks, smart TV watching, and generative AI.