Media - Canada

  • Canada
  • Canada is expected to see the Media market revenue reach US$31.31bn by 2024.
  • The country's largest market is TV & Video, with a market volume of US$16.01bn in 2024.
  • When compared globally, the in the United States will generate the most revenue, reaching US$525.70bn in 2024.
  • Within the Media market, 47.43% of total revenues are forecasted to be generated through digital Media market by 2029.
  • Canada's media market is experiencing a surge in digital content consumption, leading traditional outlets to adapt their strategies to stay competitive in the evolving landscape.

Key regions: United States, China, Japan, United Kingdom, Germany

 
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Analyst Opinion

The Media market in Canada has witnessed significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms.

Customer preferences:
Customers in Canada are increasingly consuming media content through digital platforms such as streaming services, social media, and online news portals. This shift in preferences can be attributed to the convenience and flexibility offered by these platforms, allowing users to access content anytime and anywhere. Additionally, the younger generation in Canada is more inclined towards digital media, as they are more tech-savvy and prefer on-demand content.

Trends in the market:
One of the key trends in the media market in Canada is the rise of streaming services. Platforms like Netflix, Amazon Prime Video, and Disney+ have gained significant popularity among Canadian consumers, offering a wide range of content including movies, TV shows, and documentaries. This trend has disrupted the traditional television industry, as more consumers are cutting the cord and opting for streaming services. Another trend in the market is the increasing use of social media for news consumption. Platforms like Facebook, Twitter, and Instagram have become important sources of news for many Canadians, especially the younger generation. This trend has led to a decline in traditional print media, as more people are accessing news online.

Local special circumstances:
One of the unique aspects of the media market in Canada is the presence of Canadian content regulations. The Canadian Radio-television and Telecommunications Commission (CRTC) requires broadcasters to include a certain percentage of Canadian content in their programming. This regulation aims to promote Canadian culture and protect the domestic media industry. As a result, Canadian broadcasters invest in producing and promoting Canadian content, which contributes to the diversity of media offerings in the country.

Underlying macroeconomic factors:
The growth of the media market in Canada can be attributed to favorable macroeconomic factors. The country has a strong economy, with a high standard of living and disposable income levels. This enables consumers to spend on media and entertainment services. Additionally, Canada has a high internet penetration rate and a well-developed telecommunications infrastructure, which facilitates the adoption of digital media platforms. In conclusion, the media market in Canada is experiencing significant growth due to changing customer preferences and the increasing availability of digital platforms. Streaming services and social media are gaining popularity among Canadian consumers, leading to a decline in traditional television and print media. The presence of Canadian content regulations and favorable macroeconomic factors also contribute to the development of the media market in Canada.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

Overview

  • Revenue
  • Analyst Opinion
  • Users
  • Media Usage
  • Global Comparison
  • Methodology
  • Key Market Indicators
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