Our annual Trends to Watch report for Canada highlights expected developments in the country’s media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

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.

Canadian consumers boycott American products as tariff threat looms: Anti-US sentiment is pushing consumers to buy local—a trend likely to continue in countries targeted by Trump’s tariffs.

The US does $2.18 trillion in cross-border trade (both imports and exports) with its top three biggest partners—Mexico, Canada, and China—according to the US Census Bureau.

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.