Our Fall Total TV & Streaming Viewing report is here and it’s time for some myth-busting:
While streaming and YouTube continue to lead in the headlines, the latest data shows that Total TV continues to lead in viewership (both reach and time spent for all key age groups). In fact, there have been no significant viewership changes in the past year: In Fall 2025, neither YouTube nor the major streamers saw an increase in time spent in Canada.
The Canadian Reality vs. The US Narrative
One of the most dangerous mistakes a Canadian marketer can make is using US data as a proxy for our market.
The Streaming Gap: In the US, streaming accounts for 50% of viewing on a TV set.
The Canadian Reality: In Canada, streaming only represents 20% of TV set viewing.
The Takeaway: Relying on U.S. headlines to inform your media plans means missing out on the majority of Canadians who love TV and streaming.
Key Data Points for Your 2026 Planning
The Attention Premium: Linear TV dominates the living room, accounting for 80% of time spent on a TV set. Why that matters: Ads on a TV screen have a 60% higher recall than ads on mobile.
Consistency Across Generations: TV takes the top spot, even among young adults (A18-34), where it continues to beat YouTube in time spent.
Unmatched Reach: Total TV delivers a massive 82% weekly reach, far outperforming YouTube and the premium streaming platforms.
Leading Time Spent:Total TV commands a 72% share of all video viewing.
