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Media

June 30, 2026

In Canada, social media audiences are fragmenting across platforms

Canada’s social media landscape is undergoing a profound transformation, and the benchmarks that guided media plans for the past decade no longer fully hold. A new EMARKETER study projects how audiences will shift across platforms through 2030. Here is what it reveals, and more importantly, how it changes the game for anyone deciding where to invest.

Canadian audiences are no longer concentrating, they are dispersing. For anyone allocating media budgets, the real question is no longer “how much on Meta,” but “how many platforms does my plan need to cover to stay relevant.”

For a decade, a credible social media strategy in Canada rested on two names: Facebook and Instagram. That era is quietly closing. EMARKETER‘s latest forecasts describe a market where audiences stop concentrating and spread across an ever-widening range of networks. This is not a passing trend, it is a shift that directly affects budget allocation, generational coverage and competitive risk management.

The starting point is a near-saturated market. EMARKETER projects 28.5 million social media users in Canada in 2026, or 69.0% of the population, with penetration maxed out among those under 45. The consequence is clear: growth will no longer come from recruiting new users, but from the same users stretching their time across more platforms. That is precisely what makes media trade-offs trickier than before.

Meta stays the base, but Instagram becomes your safety net

Facebook and Instagram still hold the broadest combined reach, and Meta’s ad manager remains the most efficient coverage tool in the country. The nuance plays out inside the ecosystem: Instagram is catching up to Facebook in population share, rising from 38.4% in 2021 to projected near-parity in 2030, at 50.3% versus 50.7%, at a pace of 3.0% per year.

EMARKETER 2026: Facebook vs. Instagram users as % of population in Canada, 2021-2030

In practical terms, every dollar invested in Meta is less and less a dollar invested in Facebook. Instagram becomes the cross-generational pillar that secures both scale and relevance with younger audiences, while leaning on Facebook’s reach alone turns into a risk that materializes slowly, over five years.

TikTok: a re-engagement window is opening

The TikTok case shows just how fast the ground is moving. The agreement reached in March 2026 between the platform and the Canadian government led EMARKETER to revise its projections upward across the entire horizon, an average annual increase of 800,000 users. The regulatory path unfolded in three stages: an order to cease operations in November 2024 on privacy grounds, a court challenge in 2025, then the 2026 agreement with stronger safeguards, particularly for minors.

EMARKETER 2026 : TikTok users in Canada in millions, 2026-2030

Reddit and X: two opposite trajectoriesReddit and X: two opposite trajectories

At the edges of the spectrum, two networks tell opposite stories. Reddit posts the fastest growth in the forecasts, at 6.6% per year, rising from 8.7 million users in 2025 to 12.0 million in 2030, more than 600,000 new users each year. X, by contrast, is the only network on the list whose audience declines over the period.

EMARKETER 2026 : social network users in Canada in millions, by select platform, 2021-2030

Reddit is no substitute for Meta, but its reach already matches that of several second-tier platforms, with a distinct behavior geared toward discussion, purchase decisions and discovery through search. It is still an uncluttered channel, so cheaper to enter, the kind of bet worth testing now rather than catching up to in 2028. At the other end, keeping a stable budget share on X in a market where everything else is growing becomes a trade-off to defend explicitly, not by default.

Our Agency Vision: Turning Media Fragmentation into Opportunity

Audience fragmentation shouldn’t be passive endurance; it’s an opportunity to take back control of your media investments. When we analyze existing media plans, we consistently see the same auto-pilot habits: an outdated over-investment in Facebook, a Gen Z audience that is underserved due to a lack of synergy between networks, and a continued presence on X without a clear strategic purpose.

To fix this, our approach relies on four key actions:

Secure a high-performing Meta foundation, while maximizing Instagram’s share.
Unify youth-focused platforms, by managing Instagram, TikTok, and Snapchat as a holistic Gen Z ecosystem rather than as isolated silos.
Seize the Reddit opportunity, by allocating a test budget while ad costs remain highly affordable.
Re-evaluate TikTok today, using concrete data to stay ahead of your competitors.

The Key Takeaway: By 2030, the competitive edge will go to brands that plan by strategy rather than by reflex. The key to success is not just enduring audience scattering, but transforming it into effective, meaningful reach.

Contact us to discuss your marketing investments.

Media

March 18, 2025

Local Media Crisis 1/2: Causes & Impacts of digitization

Local media are going through a deep crisis, exacerbated by the rise of digital technology and the domination of tech giants like the GAFAM. For several years, the industry has been trying to raise awareness among stakeholders about these issues, which severely affect the viability of Quebec and Canadian media.

Traditional Media Digitalization

Our medias are transforming.

Today, content from conventional radio (on a traditional receiver) is migrating to streaming radio, and the offerings in digital audio, podcasts, and streaming music are increasing.

News media are increasingly abandoning paper to develop their own platforms.

Linear television is increasingly being viewed via Over-The-Top (OTT) services, that is, the broadcasting of linear television content over the Internet and video on demand (streaming services).

We can also observe this phenomenon with outdoor advertising, whose digital inventory is increasing and is now being purchased via online programmatic platforms.

Impacts on media revenues

Despite this shift, Quebec local media, both online and offline, have seen their advertising revenues drop by 41% since the last peak reached in 2012. Meanwhile, those of other digital platforms have recorded a record increase of 629%, according to the Media Study Center (CEM).

Percentage variation in advertising revenues by sector in Quebec from 2012 to 2022

Source: Centre d’Études sur les Médias, Université Laval

In 2023 alone, we witnessed the disappearance of Vrak TV, Métromédia, which includes 16 local newspapers in the Montreal area, and the 70 community newspapers of the Metroland Media group in Ontario. More than 3,500 jobs have been cut in Canadian media.

According to Statista, nationally, in 2022, more than 46% of digital investments were dedicated to paid search and 25% to social networks. The rest is divided between display, video, and digital signage.

Causes of the exodus of advertising investments related to digital technology

The diversification of digital offerings

Several factors contribute to this exodus of advertising investments. First, increasing competition due to the diversification of channels and platforms available for consuming online content.

Since the creation of Facebook, platforms like Threads, Instagram, X, TikTok, Twitch, Snapchat, BeReal, Pinterest, Reddit, and YouTube have emerged. According to Vividata, the average user consults 7.2 social networks per month.

This fragmentation of offerings inevitably leads to changes in media consumption habits.

The CEM 2024 Digital News Report shows that a quarter of Canadians identify social networks as their main source of information.

The challenges posed by Bill C-18 and its consequences

We can also highlight poorly adapted government legislative support, as evidenced by the impacts of Bill C-18, which aimed to compensate local media for the use of their content. This law was circumvented by META by blocking Canadian news content.

Many local media are now deprived of an essential source of distribution and discoverability for their content. This is the case, for example, for RAD of Radio-Canada, Urbania, and Narcity.

Compte Instagram de RAD de Radio-Canada

The prioritization of instant results

We must acknowledge that companies prioritize short-term, even instant, return on investment. This is even more true given the current economic situation. The combination of large user bases and excessive advertising proposals means they benefit from a very large advertising inventory.

These low costs allow them to sell advertising visibility based on instantly generated results such as website visits, purchases, return on investment, etc. These tactics are called PPC (pay-per-click).

CONCLUSION

The impact of digitization on local media is undeniable: it has weakened our traditional economic models, but it has also opened the door to new dynamics.

The transition to digital requires local media to innovate, rethink their relationship with their audience, and diversify their revenue sources.

This transformation also brings opportunities: primary data, contextual environments, measurement, attribution, real-time advertising performance optimization, and CPM buying.

Far from signaling their decline, digitization could well be the engine of a renewal – provided they manage to adapt and take advantage of new technologies.

2025 Media Trends White Paper by Dialekta

You can learn more by downloading our white paper on media trends 2025 here.

Contact us to discuss your marketing investments.

Media

November 26, 2024

Performance Max vs. Demand Gen: Which Strategy Should You Adopt to Maximize Your Goals?

In today’s digital landscape, online advertising is essential for attracting and converting potential customers. Google Ads offers a variety of formats and campaign types, with Performance Max and Demand Gen being two of the most powerful options. But how do you choose between these two campaign types, and why might it be beneficial to combine them for a comprehensive marketing strategy? This article explores the specifics of each campaign type, their differences, and how they can complement each other to maximize your advertising results.

What Is a Performance Max Campaign in Google Ads?

Performance Max (often abbreviated as Perf Max or PMax) is an automated campaign format leveraging Google’s artificial intelligence (AI). It runs ads across all Google channels—YouTube, Search, Display, Discover, Gmail, and Maps—to maximize conversions with a goal-focused approach.

Infographie des plateformes de diffusion des campagnes Performance Max de Google Ads : YouTube, Display, Search, Discover, Gmail et Maps

Benefits of Performance Max for Multi-Channel Visibility

The primary advantage of Performance Max is its ability to reach users across Google’s entire network, significantly extending your ad’s reach. Whether your prospects are watching a video on YouTube or checking their emails in Gmail, your ads appear seamlessly, increasing the likelihood of conversions.

Optimizing Conversions with Performance Max

Thanks to Google’s machine learning algorithm, Performance Max continually adjusts bids, audience segments, and creative assets to meet your goals, whether they are sales, lead generation, or other conversions. The campaign relies on intent signals and collected data to improve results in real-time.

How AI Enhances Performance Max

The use of AI enables Performance Max to deeply analyze user behaviors and automatically optimize ad delivery. AI dynamically combines creative elements (such as images, videos, and headlines) and targets the right audience to maximize campaign performance.

What Is a Demand Gen Campaign in Google Ads?

Demand Gen campaigns are designed to capture attention and generate interest during the early stages of the buying journey. These campaigns focus on Google’s visual platforms, such as YouTube, Gmail, and Discover, enabling advertisers to engage a broad audience with highly interactive and visually appealing ads.

Infographie des plateformes de diffusion des campagnes Demand Gen de Google Ads : YouTube, Discover, et Gmail

The Role of Demand Gen in Building Audiences

Unlike Performance Max, which aims for direct conversions, Demand Gen focuses on creating demand and boosting brand awareness. It seeks to grab attention and spark interest in a product or service through striking visual content.

Visual Ad Formats and User Engagement

Demand Gen campaigns use engaging visual formats, such as videos and interactive banners, to captivate users. These formats are ideal for products requiring high visual impact or for ads where storytelling is key.

Examples of Successful Demand Gen Campaigns

Some companies have used Demand Gen to introduce new products to the market by employing immersive videos on YouTube or captivating images on Discover. These campaigns establish a connection with the target audience before guiding them to more conversion-focused campaigns.

Key Differences Between Google Performance Max and Demand Gen

Both campaign types offer unique benefits and cater to different objectives. Here’s a side-by-side comparison:

Criteria	Performance Max	Demand Gen
Main Goal	Maximize conversions	Generate demand and increase awareness
Channels Used	All Google channels (Search, YouTube, etc.)	YouTube, Discover, Gmail
Ad Types	All formats (text, visual, video)	Visual and video ads
Targeting	Intent-based audience signals	Behavioral, contextual, and lookalike
Bidding	Conversions, conversion value	Clicks, engagement, conversion value
Product Feeds	Goal-driven retail feeds on all surfaces	Visual product feeds for YouTube, Gmail, Discover
AI Integration	High automation with AI and machine learning	Context and engagement-based targeting

Are Performance Max and Demand Gen Complementary?

While Performance Max and Demand Gen have different objectives, they are highly complementary in a comprehensive Google Ads strategy.

Why Combine Performance Max and Demand Gen?

Using Demand Gen at the top of the funnel creates interest, drives traffic, and attracts prospects to your brand. Performance Max then steps in to convert these prospects into customers by optimizing touchpoints and driving specific actions, such as purchases or sign-ups.

Optimizing the Conversion Funnel with Google Ads

These two campaign types can cover the entire conversion funnel:

Demand Gen focuses on the awareness phase, grabbing attention and sparking interest.
Performance Max handles the consideration and conversion phases, turning interest into action.

This holistic approach engages users throughout their buying journey, maximizing results.

Schéma de l’entonnoir de conversion aligné face aux stratégies des campagnes Google Ads : Search, Demand Gen et Performance Max

Conclusion

In conclusion, the choice between Performance Max and Demand Gen depends on your campaign goals, but using them together can amplify your results. Demand Gen captures attention and creates demand, while Performance Max leverages AI to maximize conversions. By combining these two campaign types, you can build a comprehensive and effective advertising strategy that covers every stage of the customer journey.

Media

May 22, 2024

Traditional television in Quebec: a powerful and growing channel in 2024.

Traditional Television in Quebec

The traditional TV programming launches are just around the corner, unveiling the fall 2024 schedules. This annual event plays a pivotal role in shaping the strategies and success of TV channels. These launches help maximize advertising revenue, garner agency feedback, strengthen the channel’s brand, and stand out in a highly competitive market. Traditional television in Quebec is a significant cultural vehicle that resonates deeply with the audience.

The first VAM (Television Audience Measurement) data from Numeris, which analyzes video viewing across linear TV, OTT services, and online platforms, highlights the prominence of traditional television in Quebecers’ viewing habits. In the first quarter of 2024, linear TV accounted for 79.2% of all video viewing by francophones in Quebec, compared to 20.8% for platforms like YouTube, TikTok, Netflix, Amazon Prime, Disney Plus, and others.

Source: Numeris VAM Mo-Su 2a-2a, Share of TotTime(00), January, Febuary and March, A2+

Quebec francophones watch 9 hours more of traditional TV per week than other Canadians. This popularity is reflected in the advertising opportunities offered by local media, which can generate higher gross rating points (GRPs) in Quebec than elsewhere in Canada. For instance, 5 advertising spots in the series STAT on ICI Radio-Canada can generate 83 GRPs with a reach of 28%, compared to the same number of spots in Grey’s Anatomy, which generates 17 GRPs with a reach of 7% in English Canada.

Television has a deep and dynamic connection to Quebec’s popular culture, with several unique characteristics distinguishing it from the Canadian Anglo market. Let’s delve into some specific traits of the Quebec market:

Our Loyalty to Local Content

Quebecers are not just fond of television; they are passionate about their shows. When evaluated over all the Canadian provinces, eight of the top 10 Canadian TV shows with the highest viewership in fall 2023 were from Quebec. These include Chanteurs Masqués in first place, STAT in fourth, then Indéfendable, Révolution, En direct de l’Univers, Discussions avec mes parents, Infoman, and 5e rang in tenth place. Despite representing 23% of Canada’s population, Quebec’s contribution to top Canadian viewership is significant.

Source: Numeris, Conex TV PPM query builder, Top programs displayed based on conventional stations, Fall 2023, programs with 3+ airings

This local dedication also translates into less interest in pure-play platforms. According to the Media Technology Monitor (MTM) data reported by the CRTC, 67% of all Canadians subscribe to Netflix, compared to only 55% in Quebec. Moreover, the selection of Quebec TV shows on Netflix is still limited, with only a few series like Fugueuse, 19-2, and Hubert et Fanny available.

Our Unique Star System

Quebec’s star system is distinctly different from the rest of Canada. Our stars are homegrown. Forty-eight out of the 50 favorite TV shows of Quebec francophones are original local productions, while 46 of the top 50 shows in English Canada are American. Excluding the news and sports, English Canadian shows represent only 25% of viewing in the English-language market compared to 55% among francophone Canadians. Consequently, Quebec’s viewing is less fragmented; 75% of francophone Quebecers’ viewing is concentrated on 7 channels, compared to 22 channels for the same proportion in the rest of Canada.

Our Nostalgia

In Quebec, when we love something, it’s for the long haul. The enduring popularity of our shows is testament to this: En direct de l’Univers has been on air since 2009, Belle et Bum since 2003, Tout le monde en parle since 2004, Salut Bonjour since 1988, Infoman since 2000, and La Poule aux œufs d’or since 1993 (with the original airing from 1958 to 1966).

Even if shows are taken off the air, our attachment remains. Classic Quebec shows like La Fureur, Passe-Partout, Star Académie, and Un gars une fille have made comebacks. In the fall of 2023, 26 years after its last airing, La Petite Vie returned, drawing a 19.56% viewership rating. Last year, Les Boys’ 25th anniversary garnered a 16.69% rating.

There’s even a show dedicated to the nostalgia of key TV moments, allowing viewers to revisit the archives: Les Enfants de la Télé on ICI Radio-Canada. After all, it’s on our license plates: Je me souviens (I remember).

Our Love for TV Dramas

The first major success of Canadian francophone television, La Famille Plouffe in 1953, ignited a lasting passion among Quebecers for TV soap operas. Shows like Le Survenant (138 episodes), Cap-aux-Sorciers (117 episodes), Les belles histoires des pays d’en haut (495 episodes), and L’Auberge du chien noir (376 episodes) have left an indelible mark, becoming a part of daily life for many years.

Today, the success of daily shows like STAT and Indéfendable defies traditional TV viewing trends. Never have so many Quebecers been glued to their screens at 7 p.m. each evening. STAT even managed to lower the average age of its viewers, with 70% of the audience being 45 years old or younger, according to ICI Radio-Canada.

New Year’s Eve Enthusiasm on Radio-Canada

The four most popular shows of the year occur on the same night. Last year, Bye Bye 2023, aired at 11 p.m., reached an average minute audience (AMA) of 4.569 million viewers, engaging more than half the population of Quebec live with a 59.22% viewership rating. By comparison, it is stronger than the 2024 Super Bowl. Indeed, despite breaking its record from 2015, it reached over 120 million Americans, for a 42% viewership rating. This makes the Super Bowl 30% less popular than Bye Bye in Quebec. Unsurprisingly, commercial spots sell out in less than 48 hours, more than 6 months in advance! Many non-Quebec advertisers, such as Audible, BMO, Tim Hortons, A&W, and Coca-Cola, have recognized this phenomenon. With its local content, television still has the power to bring people together and remains central in many Quebec households.

In second, third, and fourth place of last year’s most popular shows, we find La revue Infoman aired at 10 p.m., En direct du jour de l’an 2023 (En direct de l’Univers) aired at 7 p.m., and Les coulisses du Bye Bye 2023 aired at 12:17 a.m., with viewership ratings of 45.43%, 30.89%, and 25.61%, respectively.

Our take

At Dialekta, we prefer original content and high-quality productions. We attend these launches and have a keen sense of them, partly derived from our digital expertise but mainly because we, too, love our Quebec linear TV. We know that Quebec television offers an attractive return on investment for advertisers, thanks to its popularity among Quebecers, its impact, high attention levels, lasting advertising effect, prestige image, and wide coverage.

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