A data profile of the people who buy, follow and care about Digital media in Canada — modelled from more than twelve digital signal sources. Digital media has an estimated audience of 6,147,267 people in Canada.
The average Digital media fan in Canada is 42.0 years old, balanced, and lives primarily in Ontario.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Radio, Innovation, Tabloid (newspaper format), with strongest over-indexing on Radio (1.59× the country average).
Demographically, the Digital media audience skews balanced with an average age of 42.0, and over-indexes on personality traits such as Individualism, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Digital media fan in Canada is balanced, around 42.0 years old, with strong Individualism tendencies and a notable affinity for Radio.
The key figures that characterise the Digital media profile in Canada.
48.0% are female, 52.0% are male, average age 42.0.
| Metric | Value |
|---|---|
| Female | 48.0% |
| Male | 52.0% |
| Average age | 42.0 |
| Estimated audience size | 6,147,267 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Digital media audience comes from Canada.
| Country | Share |
|---|---|
| United States | 20.1% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Digital media audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~4.5M | 1.78× | |
| 02 | British Columbia | ~1.5M | 1.42× | |
| 03 | Prince Edward Island | ~30K | 1.07× | |
| 04 | Alberta | ~700K | 0.97× | |
| 05 | Manitoba | ~200K | 0.97× | |
| 06 | Newfoundland and Labrador | ~90K | 0.97× | |
| 07 | New Brunswick | ~100K | 0.95× | |
| 08 | Saskatchewan | ~200K | 0.94× | |
| 09 | Nova Scotia | ~200K | 0.93× | |
| 10 | Quebec | ~1M | 0.73× |
The strongest cross-interests of the Digital media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Italo disco | Music & Radio | 2.59× | ||
| 02 | Fanatics | Fashion & Accessoires | 2.13× | ||
| 03 | Tabloid (newspaper format) | Literature | 2.05× | ||
| 04 | Tampa Bay Rays | Sports | 1.90× | ||
| 05 | Bored Panda | Internet & Social Media | 1.82× | ||
| 06 | Non-alcoholic beverage | Food & Beverages | 1.76× | ||
| 07 | Innovation | Business & Career | 1.69× | ||
| 08 | Virtual reality | Technology & Electronics | 1.66× | ||
| 09 | Tom Cruise | Movies & TV | 1.63× | ||
| 10 | Radio | Technology & Electronics | 1.59× | ||
| 11 | Hypermarket | Shopping | 1.59× | ||
| 12 | Sandra Bullock | Movies & TV | 1.59× | ||
| 13 | Handball | Sports | 1.56× | ||
| 14 | Air pollution | Health | 1.55× | ||
| 15 | Valentino | Fashion & Accessoires | 1.55× | ||
| 16 | Vegas Golden Knights | Sports | 1.54× | ||
| 17 | Convenience store | Food & Beverages | 1.53× | ||
| 18 | Mineral water | Food & Beverages | 1.53× | ||
| 19 | Late-night talk show | Movies & TV | 1.53× | ||
| 20 | Pay television | Movies & TV | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.24× | |
| Tradition | CONSERVATISM | 1.23× | |
| Convenience Orientation | PREMIUM | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.68× | |
| Mindfulness | BALANCE | 0.72× | |
| Design Affinity | PREMIUM | 0.81× |
Digital media has an estimated audience of 6,147,267 people in Canada, concentrated in Ontario and British Columbia.
48.0% of Digital media fans are female, 52.0% are male, with an average age of 42.0 years.
Digital media fans show strongest brand affinity for Radio (1.59×), Innovation (1.69×), and Tabloid (newspaper format) (2.05×) over the country average.
Digital media fans in Canada are most concentrated in Ontario (reach ~4.5M), British Columbia (reach ~1.5M), and Quebec (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Digital media itself, the audience over-indexes on Innovation (1.69×), Tabloid (newspaper format) (2.05×), Virtual reality (1.66×), and Convenience store (1.53×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Digital media. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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