Media consumption in Canada has reached a tipping point. According to eMarketer, for the first time, adults in Canada will spend more daily time this year with digital content than with traditional media, according to eMarketer’s latest forecast on time spent with media.
In 2019, adults in Canada will spend an average of 4 hours, 55 minutes on digital devices, compared with 4 hours, 54 minutes with traditional media, such as TV, radio and print.
Consumers’ time spent with digital media, which includes all online activities, will grow 2.6% this year. This growth has been in steady decline since 2011, when eMarketer began its forecast.
Conversely, traditional media consumption will drop 2.5% in 2019, the eighth consecutive year of declines.
Video is a major driver of growth in digital consumption. In fact, video time is directly replacing TV time. Average daily video time this year will jump by 5 minutes to 1 hour, 32 minutes, reaching nearly one-third of total (digital video and TV) viewing time. Traditional TV time will drop by 5 minutes to 3 hours, 4 minutes.
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