The latest edition of Digital 2026: Canada – the annual report from We Are Social and Meltwater – is here!
Traditionally released each February, this year marks our first-ever Q4 launch as we shift to an end-of-year cadence going forward. That means a more up-to-date view of how Canadians are spending their time (and dollars) online – and where digital behavior is evolving as we head into 2026.
Spanning 150+ pages of fresh data and insights, this year’s report paints a picture of a nation that’s more connected, creator-driven, and curiosity-led than ever before.
Here’s a few highlights👇
💰 SOCIAL MEDIA AD SPEND KEEPS CLIMBING
Annual social media ad spend in Canada reached $4.76 billion, a 13.9% increase from last year – proof that brands continue to see social as the most effective way to reach and engage audiences. Even as attention fragments, investment in social shows no sign of slowing.
🤳 THE CREATOR ECONOMY CONTINUES TO GROW
Influencer marketing spend hit $660 million, up 13.8% YoY. It’s a sign that creator partnerships are now a core part of the media mix, not an experiment. Brands are recognizing that creator voices bring authenticity and community reach that traditional ads can’t always match.
🎵 MUSIC AND MEMES DOMINATE VIDEO CULTURE
Canadians’ favorite video genres? Music videos and comedy, meme, or viral clips. In a content-saturated landscape, entertainment still reigns – humor and rhythm remain the internet’s universal languages.
💬 WORD OF MOUTH STILL WINS
Despite advances in targeting and technology, word of mouth remains Canadian’s top source of brand discovery. Personal recommendations continue to outperform algorithms – a reminder that trust and relevance beat reach every time.
🎬 STREAMING CONTINUES TO CONNECT AUDIENCES
Over on Amazon Prime Video (shoutout to our partners), The Summer I Turned Pretty isn’t just #1 in Canada, it’s #1 globally. Fandom continues to be one of the most powerful forces in entertainment, sparking conversations that move seamlessly between screens and social feeds.
📺 YOUTUBE REIGNS SUPREME
When it comes to time spent, YouTube continues to lead as the platform where Canadians spend the most daily time per active user. Long-form storytelling and evergreen content still hold their place in a short-form world.
🛒 E-COMMERCE KEEPS EVOLVING
Online grocery orders surged 7.9%, climbing to 12.3 million – showing how digital convenience has become an everyday expectation. The #1 purchase driver for online shopping remains free delivery.
🤖 AI ADOPTION ACCELERATES
ChatGPT jumped from the 12th to the 6th most-visited website in Canada, with 26.8% of internet users aged 16+ using it monthly. The top five sites remain unchanged, but AI has clearly moved from novelty to necessity – a daily tool in how Canadians search, learn, and create.
❤️ AND AT THE CORE? CONNECTION STILL LEADS.
The top reason Canadians use social media is to keep in touch with friends and family. In an age of automation and algorithms, connection remains at the heart of digital life.
Reports
