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.
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.
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.
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.
To see more reports and infographics which are available to the public, click "Free" under the View tab.
Across different service providers, Canadian’s have an array of different options when it comes to picking a cell phone. What do they consider when making this choice?
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Media has been shaped by the widespread adoption of mobile devices, especially by children. In terms of usage, adoption and content, there is much to know and understand about kids and smartphones.
Press Release
This latest report examines paid TV subscriptions, cord cutting, those who have never had a paid TV service, as well as the influence and overlap of SVOD services, paid TV service providers and much more.
Press Release
There are many screens available to Canadians to access the Internet, but one of the most intriguing devices for Internet access is the TV screen. As Subscription Video on Demand services have become more prevalent, so have Internet-connected TVs. New TV sets usually have an Internet-connection built in to make the process easier.
Press Release
Building on our recent MTM 18+ and MTM Jr. gaming reports, this publication focuses on watching gaming content and e-sports, specifically key demographics among Canadians of all ages who consume this content, as well as how they spend their time with
Press Release
Newcomers still maintain connections to their country of origin even after arriving in Canada. Keeping in touch with friends and family back home is important, as that allows them to maintain emotional support, as well as preserve important cultural connections.
Press Release
Younger Canadians have their finger on the pulse of new media and technology. They are often the first to embrace new platforms and are ready to dive headfirst into new technologies. The generational divide, or lack thereof, can be staggering for some forms of media and technology, making a broad understanding essential to reaching this group.
Press Release
Known for their resourcefulness and independent nature, most Gen Xers have reached or are reaching their potential peak-earning years, which means they have the disposable income to afford most of the technology out there. As the first generation of individuals to have grown up with personal computers, Gen X is tech-savvy, a trait they share with their younger counterparts. But does this similarity transfer over into media consumption and device ownership habits?
Press Release
Often known for their adaptability, idealism and optimism, Baby Boomers were the first generation to grow up with easy access to television and other forms of mass media. Despite coming of age before the widespread adoption of computers and the Internet, many Baby Boomers have embraced the latest technologies and are adept at using them.
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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.
Press Release
Newcomers (as well as Canadian born) have access to a countless number of news sources. Outlets from Canada, other countries and news sources with a global focus are all a tap or swipe away, 24 hours a day. With so many options available, thoughts surrounding trust become essential to truly understanding news consumption.
Press Release
Video games evolved rapidly since their advent roughly 50 years ago. Despite becoming increasingly complex and diverse over time, the proliferation growth of free-to-play and online titles has meant fewer barriers to entry and has allowed gaming to reach wider audiences than ever before.
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This report provides an overview of adoption and engagement of gaming among kids under 18 in the anglophone market. Topics include gaming across devices, purchase and usage of gaming accessories, watching gaming and e sports content, and much more.
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This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This is one of a series of reports looking at media technology penetration and usage in select geographic markets across Canada.
This year, the MTM continues to oversample among Indigenous Peoples across Canada and in the North. Additionally, the survey has now been made available to answer in Cree and Inuktitut and we have begun recruiting additional respondents via an online panel. This all contributes to a more fulsome and accurate understanding of Indigenous Peoples’ media and technology usage and adoption.
Press Release
Canadians have long immersed themselves with news content. As the media world has changed, adopting new technologies, so have Canadian news consumers. Not only are people using traditional types of news media such as newspapers, radio, and TV, but are looking at news online in many different ways – not just reading text articles.
Press Release
Canadian adults are big consumers of news content. They consume content online, on TV, in newspapers and on the radio. But does this appetite for news spill over to kids? Are kids interested in news, and if they are, where do they go to find out what is going on?
Podcasts have carved out their own niche in the audio/radio space. By focusing on long form, episodic content and often more niche topics than radio broadcasts, podcast content has become a notable part of the media diet of many Canadians.
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The Top Trends Report provides clients with a first look at the findings from this year’s second annual study with more in-depth reports to come throughout the year.
Press Release
We asked a series of questions directly to teens about their behaviour surrounding ads on social media and we present this information in this mini report along with an overview of social media usage among Canadians aged 12-17.
Press Release
Canadian youth (2-17 years old) are consuming TV and movies in both official languages more commonly and more often than you might think. There is a growing aptitude among both French and English youth that regularly watch in the other official language.
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Paid TV services have been impacted by an ever-increasing selection of Subscription Video On Demand (SVOD) services and the array of free video content provided by online TV. People that previously paid for conventional TV, are opting out, and people that have never had a paid TV service don’t see the value of subscribing to it.
Press Release
The vast majority of Canadian households have access to at least one Subscription Video on Demand service (SVOD). But sharing these with someone else is as simple as providing your name and password. People sharing their subscriptions with friends or extended family members may have had a notable impact on the reach of SVOD services.
Press Release
This report looks at the consumption of traditional AM/FM radio, various forms of online audio including music streaming services, AM/FM radio streaming, podcasts, devices used for listening and time spent by newcomers and Canadian-born individuals on these topics and more.
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This report takes a deep dive into subscriber growth over time in the anglophone market for key SVOD services in Canada, explores who is watching, and digs into subscription preferences and behaviour.
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This report provides an overview of SVODs amongst kids under 18 in the anglophone market.
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The MTM JR. release puts podcasting into the spotlight. 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? This report provides an overview of podcasting among kids under 18 in the Canadian market.
Press Release
Canadians love music and have warmed up to the sound of vinyl records again. What do we know about record collectors in 2022?
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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.
Press Release
This report takes a deep dive into TikTok – who uses the platform, which other platforms its users are engaging with, and how they use the platform itself.
Press Release
This report is a special release based on data from both MTM 18+ and MTM Jr., focusing on how kids and adults use YouTube and the platform’s place in a broader media landscape in their daily lives.
Press Release
Watching TV and video content is a pastime enjoyed by people around the world. For newcomers to Canada, this is no different.
Press Release
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?
Press Release
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.
Press Release
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.
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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.
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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?
Free Report
This report looks at anglophones use of AM/FM radio content on traditional receivers, satellite radio usage, and streaming radio listenership.
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This report examines newcomers adoption and use of cell phones compared to the Canadian born population, as well as adoption in relation to other technologies and cell phone carriers.
Press Release
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.
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.
Press Release
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.
Press Release
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.
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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.
This report profiles some of the activities Canadians engage in when advertising is presented to them.
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.
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).
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.
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.
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?
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.
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.
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.
In the last year, TikTok has become one the most talked about new social media apps. This app allows users to make, share, and watch short-form video content. 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 users are and what are some other things TikTok users engage in.
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.
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.
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.
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.
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.
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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.
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.
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.
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.
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.
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.
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.
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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.
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.
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
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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.
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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.
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.
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.
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.
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.
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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.
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.
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.”
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.
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.
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.
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.
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.
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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.
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?
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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.
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.
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.
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.
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.
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.
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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.
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.
