2025 Canadian Media Trends: What Marketers Need to Know.

To stay competitive, marketers must prioritize high-quality content, adapt to changing audio and video preferences, and refine their media mix based on evolving audience behaviours.

The Media Landscape in Canada Continues to Change Quickly.

The Canadian media landscape is evolving rapidly, and understanding these shifts is crucial for marketers aiming to stay competitive. Based on eMarketer’s Canada Digital Ad Spending report, this article highlights key trends and actionable insights to guide strategic decisions in 2025 and beyond.

With Media Consumption Declining – Quality Matters More Than Ever.

After peaking in 2024, total media consumption in Canada is experiencing a modest decline, with an annual reduction of about three minutes projected post-2024. While this shift is subtle, it signals a maturing media landscape where quality and engagement will matter even more.

Key Takeaway: With media consumption maturing, advertisers must balance reach with media that deeply engages consumers. Success isn’t just about getting in front of audiences—it’s about delivering impactful, high-quality content that drives interaction and meaningful brand connections. This means marketers need to put greater priority on attention metrics, engagement rates, and platform-specific time spent to maximize effectiveness in a more competitive media landscape.

Digital Media Now Dominates – Traditional Channels Are Losing Ground.

Digital media continues its upward trajectory, now outpacing traditional formats at nearly a 2-to-1 ratio. This trend emphasizes the importance of digital-first strategies that meet audiences where they are most active.

• Mobile First: Canadians are spending over 4 hours daily on mobile devices, making it the primary screen for media consumption.
• CTV on the Rise: Connected TV (CTV) usage is expanding, projected to account for 38% of total TV time by 2026, driven by smart TV adoption.
• Digital Audio’s Growth: Digital audio now makes up 56.9% of total audio time, encompassing streaming services, podcasts, and smart speaker interactions.

Key Takeaway: Learn where your audience is spending most of their time and ensure your media plans are modernized with the right balance of traditional and digital media. Focus on mobile-first content, begin testing investments in CTV, and plug into the rising power of digital audio to stay ahead of the curve.

Social Media Usage Has Plateaued – But Engagement Still Matters.

Social media time spent in Canada has seen significant growth in recent years, increasing 34% between 2019 and 2024. However, this growth is now plateauing, with only low single-digit increases expected in the coming years. While total time spent has stabilized, social media remains a key engagement channel, particularly for younger demographics.

• Short-form video continues to dominate: Platforms like TikTok, Instagram Reels, and Snapchat are driving engagement, especially among 18-29 year olds, who spend more time on social media than any other age group.
• The rise of more engaging, algorithm-driven video content has contributed to social media’s staying power.
• Trust in social media as a news source is mixed: 56% of Canadians aged 18-29 cite social media as their primary news source, but concerns over misinformation are rising.

Key Takeaway: While growth is leveling off, social media remains essential for engaging younger audiences, and frankly, all audiences. Brands must double down on authentic, interactive content and short-form video strategies to maintain relevance and drive meaningful engagement.

CTV Is Overtaking Traditional TV – But Striking a Balance is Key.

While linear TV still leads in total viewing time, its dominance is steadily eroding as CTV continues to gain ground. In 2024, Canadian adults spent an average of 2 hours and 40 minutes daily watching linear TV—almost twice the time spent on CTV. However, CTV viewership is increasing every year, driven by smart TV adoption, cord-cutting trends, and the rise of ad-supported streaming services like Tubi and Pluto TV.

Linear TV Trends:

• Linear TV viewing remains dominant but is steadily declining.
• It continues to attract older demographics but is losing ground to digital formats.

CTV Growth:

• CTV time spent has grown from 21.7% of total TV time in 2019 to a projected 38% by 2026.
• Household smart TV penetration in Canada now exceeds 50% of internet users.
• Ad-supported streaming services and on-demand viewing are fueling further CTV adoption.

Key Takeaway: Advertisers must begin shifting video strategies toward CTV to take advantage of precision targeting, better engagement metrics, and evolving consumer habits. However, linear TV still holds significant reach, and continues to offer a high-impact and highly credible medium for marketers.

Modernizing Your Media Mix: Simple Strategies for 2025.

With these shifts in mind, here are some approachable ways to continue to optimize and modernize your paid media strategy:

• Take Stock of Your Channels: Look at where you’re investing—does your mix of traditional and digital still make sense against target consumption? If not, it’s time for a reassessment.
• Test in Ares of Consumption Growth: Allocate more resources to booming areas like mobile, CTV, and digital audio. These channels are where audiences continue to flock.
• Enhance Your Social Media Approach: Keep content fresh, video focused, and tailored to each platform trend.
• Get Friendly with Your Data: Use multiple data sources to refine your targeting and maximize results, especially in newer spaces like CTV. Every consumer segment consumes media differently, so ensure your plans are built against research and analytics specifically for your audience.

Closing Guidance.

The media landscape in Canada is evolving, and staying ahead requires agility and informed decision-making. Now is the perfect time for marketers to rethink their media mix and ensure it aligns with where audiences are spending their time.

As the media landscape evolves, now is a great time to reassess your strategy. Our team at Other.™ can help you evaluate your current media mix and explore new opportunities to balance brand and performance media.

Sources: eMarketer’s Canada Digital Ad Spending 2024 Report, Canada Trends to Watch in 2025