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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.

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.

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.

Even relative to a neighboring country like Canada, it's like an hour more per day spending time with TV in the US than it would be in Canada. And that gap, especially if you compare that US number of TV consumption to other regions, that gap gets even larger. So it's a finding that we see every year. It speaks to the variety of content that's available to US consumers. And you know what?