A data profile of the people who buy, follow and care about MSN in Canada — modelled from more than twelve digital signal sources. MSN has an estimated audience of 6,999,721 people in Canada.
The average MSN fan in Canada is 45.5 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Loto-Québec, TVA (Canada), Vidéotron, with strongest over-indexing on Loto-Québec (4.99× the country average).
Demographically, the MSN audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Need for Security, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical MSN fan in Canada is more female, around 45.5 years old, with strong Need for Security tendencies and a notable affinity for Loto-Québec.
The key figures that characterise the MSN profile in Canada.
59.3% are female, 40.7% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 45.5 |
| Estimated audience size | 6,999,721 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 10% | |
| 30-39 | 15% | |
| 40-49 | 22% | |
| 50+ | 40% |
of the worldwide MSN audience comes from Canada.
| Country | Share |
|---|---|
| United States | 40.0% |
| Brazil | 7.5% |
| Japan | 7.0% |
Where the MSN audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~2M | 1.15× | |
| 02 | Saskatchewan | ~300K | 1.12× | |
| 03 | Nova Scotia | ~200K | 1.12× | |
| 04 | New Brunswick | ~200K | 1.10× | |
| 05 | Alberta | ~900K | 1.06× | |
| 06 | Ontario | ~3M | 1.01× | |
| 07 | British Columbia | ~1M | 0.92× | |
| 08 | Newfoundland and Labrador | ~100K | 0.92× | |
| 09 | Manitoba | ~200K | 0.89× | |
| 10 | Prince Edward Island | ~20K | 0.71× |
The strongest cross-interests of the MSN audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Divertissement | Politics & Society | 6.45× | ||
| 02 | TVA (Canada) | Movies & TV | 6.03× | ||
| 03 | Survivor (band) | Music & Radio | 5.97× | ||
| 04 | Occupation Double | Movies & TV | 5.77× | ||
| 05 | Loto-Québec | Games | 4.99× | ||
| 06 | Vidéotron | Technology & Electronics | 4.89× | ||
| 07 | Gatineau | Travel & Leisure | 4.86× | ||
| 08 | Quebec City | Travel & Leisure | 3.78× | ||
| 09 | Meteorology | Home & Garden | 3.48× | ||
| 10 | Google Flights | Travel & Leisure | 3.24× | ||
| 11 | Boost Juice | Food & Beverages | 3.13× | ||
| 12 | French language | Politics & Society | 3.07× | ||
| 13 | Google News | News | 3.07× | ||
| 14 | New Brunswick | Travel & Leisure | 2.30× | ||
| 15 | Quebec | Travel & Leisure | 2.10× | ||
| 16 | Montreal | Travel & Leisure | 1.99× | ||
| 17 | Kijiji | Shopping | 1.95× | ||
| 18 | Montreal Canadiens | Sports | 1.92× | ||
| 19 | Esso | Cars & Mobility | 1.87× | ||
| 20 | Rona | Home & Garden | 1.86× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.13× | |
| Individualism | JOY | 1.11× | |
| Tradition | CONSERVATISM | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.43× | |
| Spirituality | BALANCE | 0.58× | |
| Travelling | THRILL | 0.61× |
MSN has an estimated audience of 6,999,721 people in Canada, concentrated in Ontario and Quebec.
59.3% of MSN fans are female, 40.7% are male, with an average age of 45.5 years.
MSN fans show strongest brand affinity for Loto-Québec (4.99×), TVA (Canada) (6.03×), and Vidéotron (4.89×) over the country average.
MSN fans in Canada are most concentrated in Ontario (reach ~3M), Quebec (reach ~2M), and British Columbia (reach ~1M). These three regions account for the largest share of the active audience.
Beyond MSN itself, the audience over-indexes on TVA (Canada) (6.03×), Vidéotron (4.89×), Quebec City (3.78×), and Divertissement (6.45×) 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 MSN. 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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