Each year since 2004, Omnicom Media Group’s CMUST (Canadian Media Usage Study) has provided an in-depth analysis of media consumption trends in Canada. The 2024 edition highlights notable changes in Canadians' habits, particularly the growing adoption of digital technologies and the ongoing transition to streaming content.

The Rise of Streaming and Connected Television

One of the main takeaways from this edition is the rise of Smart TVs and streaming services. Television remains a central feature in Canadian households, but its use has transformed. While linear TV continues to lose ground, on-demand video platforms like Netflix, Amazon Prime, and YouTube are capturing an increasing share of viewership.

The numbers back this up: in 2024, linear TV still reaches 83% of Canadian adults weekly, but the average time spent is decreasing. In contrast, platforms like YouTube reach 53% of adults, followed by Amazon Prime (42%) and Netflix (34%). Ad-supported streaming television services (BVOD) are beginning to emerge, although their adoption remains limited for now.

Consumer Preferences by Age Group

The study segments consumers into different age groups and analyzes their media preferences. Canadians under 30, along with those aged 30–45, are increasingly turning to digital content for video consumption. Both groups have similar video habits—though linear TV still holds a central place, platforms like YouTube, Amazon, and Netflix are closing the gap.

This shift toward digital content is also evident in audio platforms, though age-based differences are more pronounced than with video. Those aged 30 and under spend more hours each week listening to online music than to the radio, and over 50% listen to podcasts weekly. Meanwhile, for those aged 30–54, radio remains the most listened-to medium, ahead of online music and podcasts.

The Evolution of the Advertising Market: Retail Media on the Rise

Another highlight of the 2024 edition is the rapid growth of Retail Media. Forecasts indicate this trend will intensify, offering brands new and more targeted ways to reach consumers.

While e-commerce and Retail Media are distinct concepts, the former drives significant growth for the latter. After a surge in e-commerce during the pandemic, growth has since stabilized. Amazon remains the dominant player in e-commerce, accounting for nearly 43% of all online purchases. This trend is expected to continue, opening up new and more precise marketing opportunities for brands.

The Impact of Meta’s Policy on Online News

In 2023, Meta's decision to block access to Canadian news on Facebook and Instagram raised concerns about the future of online news consumption. The 2024 CMUST edition reveals that this measure has not led to a significant decline in local news consumption. On the contrary, traffic to local news websites has stabilized and even seen a slight increase.

Consumers have found other ways to access news, notably through the websites of traditional media outlets. This trend could encourage local media groups to strengthen their digital presence outside of social networks.

The Future of Canadian Media

Canadian media must continue adapting to a changing market but often do not receive the recognition they deserve, as the impact of major global players tends to be overestimated. The emergence of Retail Media and the growing dominance of streaming services are among the key trends that will reshape the industry in the years to come.