A. Guttmann
Research Lead covering advertising and marketing
Canadians spend a large proportion of their days on the internet. Media activities make up a significant part of that time. More than 50 percent of internet users stream music and videos online, and over 60 percent use social media. The future of media usage in Canada lies in digital entertainment.
Radio remains the second most popular medium in Canada. Time spent listening to the radio on a weekly basis exceeds 11 hours. Pop, rock, and news are the preferred content types on radio in the country. However, the industry itself is experiencing declines. In 2023, the Canadian radio industry reported operating revenues of 1.52 billion dollars, in line with the small but consistent reductions in revenue since 2020. Similarly, the amount of radio stations recorded in 2023 fell back to the levels from 2017. Also in this case, digital equivalents (online radio, podcasts, and music streaming) are overshadowing traditional media usage.
Digital media sees growing interest
Digital media consumption is on the rise, with weekly internet television viewing hours in Canada having more than doubled between 2019 and 2022. Consumers in Canada are looking for ease of access, content discovery facilitation, and quality sound and picture when considering digital media. Seeing that Canadians spend the largest amount of their daily media time with the internet, this growth of digital media usage is not surprising.Traditional media losing its position
TV consumption in Canada is still commonplace, however the industry itself has seen revenue fluctuation in recent years. The official data indicates that the operating revenues in 2023 reached 6.4 billion Canadian dollars. That being said, this figure is lower than the 7.1 billion in 2010, showing a gradual decline in revenue over the last decade. Driven by falling interest in pay TV, the industry is experiencing the effects of the video streaming revolution.Radio remains the second most popular medium in Canada. Time spent listening to the radio on a weekly basis exceeds 11 hours. Pop, rock, and news are the preferred content types on radio in the country. However, the industry itself is experiencing declines. In 2023, the Canadian radio industry reported operating revenues of 1.52 billion dollars, in line with the small but consistent reductions in revenue since 2020. Similarly, the amount of radio stations recorded in 2023 fell back to the levels from 2017. Also in this case, digital equivalents (online radio, podcasts, and music streaming) are overshadowing traditional media usage.
The future of media in Canada
As in many other parts of the world, the media landscape in Canada is largely characterized by the decline of print and growth of digital media. Whilst growth in Canada remains steady and has been somewhat slower than in other world regions, the trend to move away from traditional media and pursue more modern alternatives is prevalent, despite hopes that print media may recover. On a more positive note, the keen consumer interest in audio and video streaming suggest that Canada’s media industry will continue to grow, particularly if Canadian consumers embrace digital media and are not afraid to experiment with new technologies as they appear in the market.
