The Media Technology Monitor (MTM) remains Canada’s leading source for insights into technology ownership and usage trends.
In today’s rapidly evolving digital landscape, technology isn’t just changing how we consume media—it’s reshaping entire industries, disrupting business models, and redefining consumer expectations. The rise of AI, streaming dominance, and the decline of traditional social media platforms all signal just how quickly brands can rise (TikTok) or fade into obscurity (DVDs).
Understanding these shifts has never been more critical. Keeping up means staying ahead of the competition, adapting to consumer behaviour, and making informed decisions that future-proof your brand.
What is the MTM 18+ survey?
The MTM 18+ survey, conducted by Media Technology Monitor (MTM), is Canada’s most comprehensive study on media and technology consumption among adults aged 18 and older. This nationally representative survey provides valuable insights into how Canadians engage with traditional and digital media, including television, radio, streaming services, social media, and emerging technologies. By tracking trends over time, MTM 18+ helps businesses, policymakers, and researchers understand shifts in consumer behaviour and the evolving media landscape.
With data collected twice a year from thousands of respondents, the survey offers an in-depth look at media habits across different demographics, regions, and language groups. It explores key topics such as subscription services, content preferences, device ownership, and internet usage patterns. As digital transformation continues to reshape the way Canadians access and interact with media, the latest MTM 18+ findings provide crucial insights into these changes, helping industry professionals stay ahead of trends and adapt to new audience behaviours.
Highlights from the latest survey: Fall 2024
Subscribe to MTM 18+
The MTM 18+ service includes:
Data Analysis Tool (DAT) – Access an easy-to-use platform for exploring this extensive dataset. It allows you to customize analyses using thousands of variables, access historical data from 2016, and generate powerful insights quickly.
Trending Tool - Harness nearly 25 years of MTM 18+ data to track the evolution of technologies and services over time. You can easily analyze trends by language, market, demographics, technology ownership, and media behaviours to gain deeper insights.
Forecasting Tool - Make strategic decisions by predicting technology trends using MTM’s comprehensive datasets and industry expertise, offering a reliable outlook on Canada’s evolving media landscape.
Executive Reports - Gain additional insights with access to over 70 executive-level reports and infographics each year on a wide range of topics.
