In a time-crunched world, our executive-level syndicated reports provide targeted information in an accessible way making it easier for readers to find the information they want about the topics that interest them the most. In addition to the Adoption Reports and free Sneak Peeks, users can access numerous other reports focusing on different technologies, trends, activities and demographic groups.
70+ Reports Per Year
Across all three MTM products - 18+, Junior, Newcomers - industry experts provide clients with approximately 70 reports and infographics each year on a range of different technologies and activities. These highly visual reports synthesize the information you need for easy access.
Unique Segments & Markets
In addition to the numerous reports focussing on media habits, MTM also provides users with multiple reports which focus on important demographic segments: visible minorities, OLMC markets, age, region of origin, official language, Indigenous people, regions of Canada and more.
Check out some sample reports below
Sneak Peek Reports
Each year with the launch of our new data, we create short Sneak Peek Reports which highlight some of the new and exciting findings from the most recent data and provide insight into what's to come from the upcoming season of reports.
In the last year, TikTok has become one the most talked about new social media apps. With the COVID-19 pandemic, TikTok drew additional attention as users had more time to engage with the app. This report looks at the use of TikTok, who are the heavy users and what else TikTok users are engaging in.
For many Canadians, its hard to imagine a time prior to social media. Few could have anticipated how drastically platforms like Facebook, Twitter, Instagram or TikTok would change our day to day lives and the broader influence observed in art and entertainment. This report takes a multifaceted look at social media, to understand social networks and their users as they stand currently.
The general publics’ relationship with traditional TV is becoming increasingly complex. While many have speculated that SVOD services like Netflix and Prime Video could mean lead to a mass exodus from regular paid TV services, this isn’t the case. This report considers how these different content types presently co-exist and the current state of paid TV services.
MTM Jr. focuses on the behaviours and activities of Canadians aged 2-17 allowing you to better understand the media consumption habits of today’s youngest audiences and consumers. The Futures Report provides clients with a first look at the findings from this year’s study with more in depth reports to come throughout the year.
MTM JR 2022 data now available on the Data Analysis and Trending Tools
Junior | April 21, 2022
Kids and Cell Phones
Junior | April 07, 2022
Cell phone usage and adoption remains extremely high among adult Canadians. As mobile devices become more prevalent in everyday life and interaction, how much has this shift affected children and teens? This report provides an overview of cell phone ownership among kids in the Canadian market.
Television has always been highly accessible to kids, but it faces increasingly stiff competition from SVOD services and YouTube, which offer an abundance of childrens’ content on demand. Where does traditional TV fit in a landscape where it and so many other types of content are a button, or even a voice command, away?
Viewed by many as the “tech savvy” generations, Gen Zs and Gen Ys have grown up with the Internet at their finger tips. These Canadians can also be described as “digital natives”, as they understand the world through the many devices that have become ubiquitous in their everyday lives. Media and technology is second nature to these Canadians, making them quick to engage with new technologies.
The Boomer generations (Younger and Older) have long been very influential in Canadian society. Their size and affluence have been drivers of marketing and sales strategies. However, with new technologies appealing to younger Canadians, we are seeing Boomers following trends in some cases.
When it comes to media habits, seniors are in a very unique position compared to other generations. Instead of adopting new technologies, seniors are loyal to traditional forms of media such as traditional TV and news. Their adoption of more Internet-based technologies, however, is higher than some would assume.
Social media is a hot topic. An abundance of these different platforms offer ways to communicate, to share content and connect, with varying features and users. How do Newcomers engage with these platforms? And how their experiences differ from Canadian-born individuals?
Podcasts have become a major part of online audio among a myriad of content sources. These recordings usually involve a long form discussion on a topic of interest, and with some rare exceptions, are offered for free. Podcasts are hosted on a wide range of platforms and services, including all of the most commonly owned Internet connected devices.
While Canadians are now slowly venturing back to movie theatres, many movie goers had to find other ways to get their movie fix during the previous year.
Indigenous Peoples and Media Technology
MTM 18+ | October 28, 2021
The Indigenous Peoples of Canada (First Nations, Métis, and Inuit) make up a small but important portion of the overall population. Despite their place in the Canadian mosaic, not much is known about how Indigenous Peoples across the country use media technology. In an effort to improve our knowledge of the media consumption patterns among the Indigenous community, for the first time ever, the MTM has added an oversample among Indigenous communities, and in the North.
The Northern population is a highly under-researched part of Canada. By expanding the scope of the MTM 18+ to survey the North, we have a unique opportunity to examine how those residing in Yukon, Northwest Territories and Nunavut compare and contrast to the average Canadian.
The Internet provides TV viewers with additional opportunities to find out about or follow the TV shows they watch. In addition to official websites and apps created by show producers and staff, there are also fan-created options for other fans to check out. Social media also gives fans an opportunity to follow and interact with cast members from their favourite shows. This report profiles TV viewers and their fan activities online.
With the majority of Canadians adopting a more sedentary lifestyle while working or studying from home many have decided to prioritize their physical and mental health. These unique circumstances have led some Canadians to pump up their endorphins at home by using fitness apps, purchasing workout equipment and watching online fitness videos.
Canadians are big news consumers, and new Canadians are no exception. As people arrive in Canada from different places around the world, they are looking to various news sources to find out what is going on, here and abroad. This report looks at the consumption of news by Newcomers to Canada.
Newcomers to Canada experience all sorts of new things when they arrive in Canada. The Canadian news media is one of the new things that new arrivals can explore. What do Newcomers think about Canadian news sources? Do they trust them? Do they think as highly of them as they do sources from where they came from? What about International news outlets? This report looks at Newcomers perceptions’ of various news media.
How Kids Consume Audio Content
Junior | September 09, 2021
Audio content opens up a world of choices for children. Between music streaming services, AM/FM radio broadcasts and podcasts, children have a limitless amount of options available. In a crowded media landscape such as this one, how do today’s youth consume audio in the year 2021? This report provides an overview of audio consumption amongst kids under 18 in the anglophone market.
MTM 18+ | August 19, 2021
This report profiles some of the activities Canadians engage in when advertising is presented to them.
Kids and Social Media
Junior | August 12, 2021
This report provides an overview of social media usage among Canadians aged 7 to 17, including a deeper dive into the use of Instagram, Facebook, Snapchat and TikTok.
If anyone loves smart speakers, its kids. Low costs and ease of use have made this device a favourite among household’s with children. The MTM JR 2021 data provides even more insight into adoption and use of these devices among Canadian children and their households.
An Overview of Cord Cutting and More
MTM 18+ | June 24, 2021
This report examines those who have cancelled their TV service (Cord Cutters), those who have an interest in doing so (Potential Cord Cutters), those who have never had a paid TV subscription (Cord Nevers) and those who have reduced their subscription (Cord Shavers).
Youth and Radio
Junior | June 17, 2021
Canadian children have more choice than ever before, yet they continue to tune into AM/FM radio. Traditional over-the-air radio is a low-cost alternative that is accessible to all Canadians. While this more established medium is facing competition due to broader choice and technological development, it continues to educate and entertain young Canadians coast-to-coast.
Kids and SVODS
Junior | June 10, 2021
Subscription Video on Demand Services (SVODs) provide a key source of video content in the majority of Canadian households. These services provide subscribers with vast libraries of content available at their fingertips. There are many services available, each one with their own assortment of content, both original and licenced. And just like their parents, Canadian kids are big users of SVOD services. This report provides an overview of SVOD amongst kids under 18 in the anglophone market.
Why we subscribe to SVOD services
MTM 18+ | June 10, 2021
When subscribing to SVOD services for the first time or subscribing to another service, what are the main SVOD features Canadians are looking for? From pricing to built-in recommandations, this report gives an overview of preferred features when subscribing to SVOD services in the Canadian market.
With a country that is more diverse than ever before, we are now expanding our service to include newcomers to Canada as well! MTM Newcomers focuses on the media behavioursas well as the leisure and settlement activities of people who have arrived in Canada in the past 5 years. The Newcomers Report -A First Look at the Data provides clients with a first look at the findings from this year’s brand new study.
MTM Newcomers 2021 data now available on the Data Analysis Tool
Newcomers | May 25, 2021
MTM 18+ | April 22, 2021
SVOD services have boomed in 2020, with consumers seeking out more digital entertainment options while staying at home. While even prior to the COVID 19 outbreak, SVOD services were a major source of media content, Canadians now have more time than ever to dig into the large content libraries of Netflix, Crave, Amazon Prime Video and newer offerings like Disney+ and Apple TV+.
Are Podcasts a Smash, Boom, or Best?
Junior | April 07, 2021
Podcasts are a key part of the digital audio experience in Canada. They give opportunities for longer-form content on a variety of subjects. We know that adults are embracing the medium, but are kids also listening to podcasts?
Canada is a country of immigrants. People come from far and wide to come and share in what Canada has to offer. But are new arrivals to Canada different in terms of their use of media technology? Are they doing different things than those who have lived in Canada their whole lives?
The Middle: Gen X
MTM 18+ | February 04, 2021
While Generation X was once defined as slackers who were cynical of what was around them, this age cohort has matured, become more career focused and started families. As this generation evolves, we see them develop their own profile in terms of what media devices they own and which media sources they use.This report profiles the ownership and use of media technology of Generation X (40-54) and how they compare to both Younger Anglophones (18-39) and Older Anglophones (55+) in an effort to consider what makes this group distinct.
MTM 18+ | December 16, 2020
Cell phones are an indispensable device for the vast majority of Canadians. In addition to the ability to make phone calls, cell phones allow owners access to vast troves of information, music, and video content wherever a signal is available.In this report we look at cell phone ownership and usage among Anglophone Canadians.
Junior | November 26, 2020
Watching video content has long been a family activity. Families would gettogether around the TV set and watch shows together. With new sources ofcontent available via paid streaming services and YouTube, and the growth ofpersonal devices, video viewing has become more individualized. However,parents still join their children for watching content.This report provides an overview of co-viewing linear TV, subscription videoservices, and YouTube between parents and kids in the Canadian market.
Junior | November 26, 2020
In a world full of new content and endless choices, choosing the right video and TVprogramming for children can be difficult. MTM Jr. asked parents how they discover newcontent for their kids to consume.
During the COVID-19 pandemic, Anglophone Canadians had to distance themselves from each other. Rather than feel isolated from friends and family, online Canadians looked for ways to remain connected despite being stuck at home. The use of social media is one way to interact with others when you can’t meet with them in person. This report looks at social media and if the use of social networks changed during the COVID-19 Pandemic.
MTM 18+ | October 29, 2020
With the growing penetration of at-home Internet connections and Internet-connected devices, Canadians have access to a near limitless amount of online audio content. Music streaming services offer free and paid subscriptions with many even offering a special discount to students. Other sources of audio content such as online AM/FM radio streams and podcasts are widely available and are accessible through any Internet-connected device. This report is a broad overview of online audio, focusing on music on YouTube, music streaming services, AM/FM radio streaming and podcasts.
Connect During Quarantine
MTM 18+ | September 10, 2020
Personal isolation was major consequence of the COVID-19 pandemic in Canada. Stuck at home for not only personal but work time, Canadians needed to find different ways to interact with colleagues, friends, and family. One of the ways that stood out during this time was video calling, which allowed Canadians the opportunity to see people outside their households while isolating.
COVID-19 and News
MTM 18+ | August 25, 2020
The COVID-19 pandemic has created a truly incredible news event. Due to quarantines, travel restrictions, and other factors, all Canadians are impacted by the virus. As a result, the news became an even more important part of the Canadian media diet as people sought out updates on the spread of the virus, changes to government policies and restrictions, and other news related to COVID-19. This report looks at the consumption of news during the pandemic.
Change in Media Habits During COVID
MTM 18+ | July 28, 2020
As a result of the COVID 19 pandemic, online Canadians have had to make use of media technology to try to fill needs and wants in their lives. These technologies have helped online Canadians to communicate, to remain connected with what is going on in the world, and find ways to occupy their leisure time while remaining at home.This report looks at the perceived changes that Canadians have made in their use of media technology during this time.
Homeschooling During COVID-19
MTM 18+ | July 09, 2020
In a special COVID edition of the Spring Media Technology Monitor (MTM), we looked at the various educational tools that parents of kids between the ages of 7-17 have been using to help with the learning process while in quarantine.
Like smartphones and tablets before them, smart speakers have seen widespread adoption among Canadians in a fairly short period. The simplicity of a voice controlled interface means that nearly anyone can use these devices to listen to music, check the weather or even control other devices in their home.This report takes a deeper look at smart speakers, including adoption by brand, how these devices are being used, intention to purchase and more. We also examine smart home devices to see current levels of adoption and popular brands.
Sports in the Time of COVID-19
MTM 18+ | June 09, 2020
The sports world, as with many other aspects of Canadian society, has been heavily impacted by the COVID-19 pandemic. As sports leagues have been forced to suspend public competitions for the safety of players and the public, sports fans have had to find other ways to get their sports fix. This report gives an overview of some of the things sports fans are doing to access sports during this time.
MTM 18+ | May 21, 2020
As technology continues to evolve, we see new functionalities and applications emerging. One of these technologies is the voice-activated virtual assistant: an interface that understands natural language voice commands and completes tasks for the user. This report looks at the use of a number of these interfaces among Canadians.
MTM 18+ | May 05, 2020
The Internet has become an essential tool in the lives of many Canadians, with the average person spending a considerable amount of time online each week. From communicating to consuming video and music to accessing information and dealing with finances, Canadians today are performing an array of activities over the Internet. This short report provides a summary of the Internet activities measured by the Media Technology Monitor and provides readers with a starting point for the more in-depth reports to come.
Internet Use in the Home
MTM 18+ | May 05, 2020
As technological change and increased options for Internet activity have emerged in recent years, Canadians are spending an increasing amount of time online. In this report, we focus on how Anglophones are utilizing the Internet in their homes, tracking the type of Internet connections they subscribe to and delving deeper into data on time spent online, with a focus on demographic trends.
MTM 18+ | April 29, 2020
While watching TV has increasingly become a more individualized experience, there is still a place for watching a show with someone else. In some cases, the show becomes an important shared experience within the relationship. In this report we focus on co-viewing: watching TV shows with someone else.
Canadian Teens and News Consumption
Junior | April 15, 2020
Almost half of Canadian teens said they’ve accessed news in the past month. This infographic focuses on Canadian youth (12 to 17), the different sources they use to access news, their frequency of use, as well as their concern with fake news.
Media technologies have shifted drastically in the last decade alone, giving rise to innovative new ways to access content. It is vital to understand how mediums like OTT services and the dominance of smartphones has had a broader impact on media usage in families. This report profiles Anglophone families and their ownership of media technology.
MTM 18+ | March 19, 2020
Similar to other technologies, TV sets have evolved over time. In addition to screens having better resolution, giving viewers a better picture, TVs can be connected to the Internet via various means. This opens up additional content over and above traditional TV content. In this report we look at three technologies in particular: Ultra HD/4K TV, Smart TV, and Internet-connected TV.
Teens and Communication
Junior | March 11, 2020
8 in 10 Canadian teens (12-17) say that they would rather communicate through technology than in person. Here are the favourite ways for them to connect with their friends
Few technologies have changed daily life as much as the cell phone. Canadians do countless daily tasks on their phones, like browsing, watching videos, streaming music, checking the weather, banking and much more. With this in mind, the MTM proposed a new question to our online survey respondents.
This report delves into the issue of fake news, how concerned Canadians are about it, what they do when they suspect false content, and who should be monitoring the industry.
MTM 18+ | December 05, 2019
Cell phones stand as one of the most popular and commonplace pieces of technology since the TV set, radio and PC. With the functionality and availability of these devices, it makes sense that many Canadian households have abandoned their landlines in favor of these devices. In the face of this growth, what still makes these individuals unique? And what about those with cell phones and landline?This report examines our latest data from our Cell Phone Only (CPO) sample to consider demographics, technology ownership, online activities, media use and more. This sample is compared against cell phone phone owners who have a landline phone as well.
MTM 18+ | November 07, 2019
More than ever, Canadians have news content at their fingertips. News outlets are taking to an array of platforms to provide content to the population. With all these options, how are Canadians keeping themselves informed?This report looks at how Anglophone Canadians consume the news and interact with each other regarding the current events of the day. We also profile a group we call “News Enthusiasts” who consume news from a number of platforms.
Streaming Video and Online TV
MTM 18+ | September 26, 2019
While once the TV set was the primary source for video content, the Internet has become a veritable treasure trove for people who are looking to watch something. The variety of content and on-demand nature of the Internet has made it the go-to source for many Anglophones.This report examines how Anglophones are consuming these types of content.
How Canadian Youth Like to Spend Their Spare Time
Junior | September 05, 2019
In a modern era, youth have more and more things competing for their attention. Growing up along side significant changes in media and technology means that childhood today is a very different experience than even a decade ago. With so many possibilities available, we surveyed Canada’s youth aged 2 to 17 years old to find out how they like to spend their spare time.
Tablet adoption has peaked in the Canadian market place. After eight years of strong, steady growth in penetration , tablet ownership has reached a saturation point. However, the versatility of this device may help it stay relevant among other Internet-capable technologies.This report examines the use of tablet with a focus on tablet owners, activities and ownership of other devices.
TV/Video in Other Languages
MTM 18+ | May 30, 2019
Canada is a very diverse country. While we often talk a lot about the English and French languages, Canada has many people who are fluent whose mother tongues are other languages. With so many languages being spoken, there is interest for media content in some of these other languages.This report looks at Canadians who watch TV and movie content in languages other than English and French.
TV My Way
MTM 18+ | March 28, 2019
Online TV is more accessible than ever before. Canadians have access to an unprecedented amount of TV content through online sources and are able to watch on nearly any Internet-connected device. While many are utilizing some combination of traditional and online sources, some are only accessing content through the latter.This report looks at Anglophones who do not have any paid TV service (like cable, satellite or fibre optic) or own an antenna, but instead watch TV content online. We now call this group “TV My Way.”
Understanding Canadian Instagram Users
MTM 18+ | January 24, 2019
Social networking has changed. Advances in technology allow users to access endless amounts of text, picture and video content in bite sized pieces. This isn’t just a way to get in touch with old friends any more - social networks are playing a major part in marketing campaigns, dissemination of news and ideas, and creating a star culture all their own. This series of three reports examines how users of specific social networks stand out from others.This report focuses on the use of Instagram amongst Canadians to see how they compare to the average social network user and find out what makes them distinct.
Understanding Canadian Twitter Users
MTM 18+ | January 24, 2019
Social networking has changed. Advances in technology allow users to access endless amounts of text, picture and video content in bite sized pieces. This isn’t just a way to get in touch with old friends any more - social networks are playing a major part in marketing campaigns, dissemination of news and ideas, and creating a star culture all their own. This series of three reports examines how users of specific social networks stand out from others.This report focuses on the use of Twitter amongst Canadians to see how they compare to the average social network user and find out what makes them distinct.
Understanding Canadian Facebook Users
MTM 18+ | January 24, 2019
Social networking has changed. Advances in technology allow users to access endless amounts of text, picture and video content in bite sized pieces. This isn’t just a way to get in touch with old friends any more - social networks are playing a major part in marketing campaigns, dissemination of news and ideas, and creating a star culture all their own. This series of three reports examines how users of specific social networks stand out from others.This report focuses on the use of Facebook amongst Canadians to see how they compare to the average social network user and find out what makes them distinct.
Canadian Viewing Profiles
MTM 18+ | January 17, 2019
There is interest in the industry to understand how different audiences connect with media content. This report looks at the different viewing profiles of Canadians based on self-reported MTM TV/video viewing data. The following pages describe each of the identified viewing profiles based on their demographics, their viewing habits and their subscription to various services.
MTM 18+ | January 10, 2019
The Media Technology Monitor (MTM) releases a brand new infographic on cord jumping, wherein people cancel a subscription to an OTT or TV service with intent to resubscribe later.
The Internet not only gives service providers and copyright holders opportunities to reach wider audiences with their content, it also gives people the opportunity to seek out content that they wouldn’t necessarily have access to. Internet users can find films, TV shows, music, video games and software that are made available for free online, sometimes against the wishes of their creators and copyright holders.This mini-report provides a look at who is pirating TV and movie content.
MTM 18+ | November 07, 2018
For some Canadians, when a new piece of technology emerges, they have to get their hands on it. While technology adoption grows over time, some want to get in on the ground floor and be among the first to try something new. But what sets this group apart from other Canadians?
The increasingly rapid spread of information through online platforms and several recent events globally have brought trust in media, public perception and the concept of fake news into the spotlight.This report delves into the issue of fake news, traditional vs. new platforms, and potential impacts for the upcoming Federal election.
Music Streaming Services
MTM 18+ | October 25, 2018
The demands of the Canadian listener are more challenging to pin down than ever before. They have a strong desire for curated, on-demand content. This appetite is fulfilled through music streaming services (MSS). Major companies including Apple and Google have created their own services and now Canadians are taking notice.This report focuses in particular on Anglophones use of music streaming services. Highlights include their demographics, use of different services available and devices used to access this type of content.
MTM 18+ | October 11, 2018
Canadians love sports, and with so many new platforms to consume content, there are more ways than ever to enjoy the genre. This report profiles Anglophones who are heavy consumers of sports and their media technology adoption and use.
Genre of Online Video
MTM 18+ | September 27, 2018
As people spend more time watching video content online, they have branched out from the homemade clips of cats found on early video sites. While that type of video is still readily available on YouTube, long form content is available through any number of sites and services including Netflix and TV broadcaster websites.This report looks at what genres of content Anglophones are watching online. We also examine which genres people tend to access through various online sources.
MTM 18+ | September 13, 2018
Gaming has changed rapidly in the last several decades. The boom and bust of arcades, the rapid growth of mobile gaming and substantial upgrades in terms of graphics and design have all occurred. Consoles are also more media-centric than ever before, allowing for easy streaming of other types of content online. As the medium has grown so rapidly, its vital to consider its current audience, and what makes them distinct from other Canadians.This report considers Anglophones ownership of game consoles, those who play games online, and details about watching gaming content/esports online.
Skinny Basic and Pick & Pay
MTM 18+ | August 17, 2017
In March 2016, the CRTC mandated that TV service providers offer a very basic package of channels for a minimal cost of $25. These packages are referred as “Starter Packages” or “Skinny Basic.” Consumers could opt to use this as a foundation and add individual channels through a system known as “Pick & Pay.”This report looks at how this mandate has impacted the Canadian consumer TV market in its first year of availability.
Financial Habits of Online Canadians
MTM 18+ | July 26, 2017
As the choice of Internet activities expands, the banking sector continues to lead way as the vast majority of services are now available online. Canadians are choosing the convenience of online banking to simplify their lives with tools that make all types of financial transactions a breeze. This move to online and mobile banking is not necessarily to the detriment of traditional banking services, however.
Many Canadians enjoy watching a variety of sports. While the “Big” professional sports leagues (NHL, NFL, MLB, NBA, CFL, and MLS) garner much of the attention, many Canadians also support “high performance” or “amateur” sports such as skiing, skating, and curling. This report looks at Canadians who consume sports content and their use of media technology.
Exploring Adoption Of VR Technologies
MTM 18+ | May 17, 2017
One of the “newest” media technologies in the Canadian marketplace is Virtual Reality. New developments both in content and hardware and a greater marketing focus aimed at individual consumers have created opportunities for more Canadians to experience VR either through owning a headset or via in-store demonstrations. Major companies like Google and Facebook are getting involved in with VR products and software. This report provides an early look into the use and ownership of VR headsets.
MTM 18+ | January 05, 2017
We live in the golden age of television, with more quality content available on more platforms than ever before. Through the use of OTT platforms like Netflix, PVRs and other sources, it’s incredibly easy to watch a lot of TV in a single sitting. Here are 10 key stats on Canadians and their binge watching habits, from our 2015/2016 survey.