There was a 6.0% bump in 2020 and something of a hangover after that, as people鈥檚 media habits adapted to the conditions. However, this increase didn鈥檛 last. Time spent passed the 10:00 mark in 2016 and will fall below this threshold in 2026. UK consumers have pivoted quickly back to pre-pandemic behaviors.
Media consumption patterns in Canada continue to change, making the audience a moving target. Adult media consumers in Canada are among the most engaged in the world. The country trails only the US in average daily time spent with media. Time spent with media in Canada is spread across a number of formats, both digital and traditional, and a range of devices.
No other major media platform comes close to this kind of skew. Executive Summary. Ad spending share is streaming toward connected TV (CTV) and away from traditional TV, but at different rates than viewers are. CTV ad spending has been booming, but not by nearly enough to keep up with increases in consumer time spent. Traditional TV, meanwhile, remains extremely popular鈥攜et advertisers are fleeing.