eMarketer’s report on Time Spent with Media 2019 finds that Canadians spend almost the same amount of time with traditional and digital media. Total time spent daily with media is 9 hours and 50 minutes and almost 5 hours is spent on digital media. The data from eMarketer shows that media consumption has reached a saturation point and has been static since 2016.
Digital time is primarily driven by mobile. Digital video (including Netflix and YouTube) is boosting media use and is higher in Canada than any of the other countries reported on with an average of 92 minutes per day.
Ad spending has followed the media consumption trends with digital slighting surpassing traditional ad spending in 2018. eMarketer predicts that by 2023 total Canadian ad spend will hit more than $20 billion.