A data profile of the people who buy, follow and care about Play (activity) in Canada — modelled from more than twelve digital signal sources. Play (activity) has an estimated audience of 4,223,809 people in Canada.
Play (activity) fans in Canada are concentrated in Ontario, with strong brand affinity for Playground.
The audience is concentrated in Ontario, British Columbia, Quebec.
Top brand affinities include Playground, Reitmans, Lego, with strongest over-indexing on Playground (2.66× the country average).
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Play (activity) fan in Canada shows strong Family Orientation tendencies and a notable affinity for Playground.
The key figures that characterise the Play (activity) profile in Canada.
| Metric | Value |
|---|---|
| Estimated audience size | 4,223,809 |
of the worldwide Play (activity) audience comes from Canada.
| Country | Share |
|---|---|
| United States | 21.6% |
| India | 7.9% |
| United Kingdom | 4.5% |
Where the Play (activity) audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Manitoba | ~200K | 1.36× | |
| 02 | British Columbia | ~800K | 1.30× | |
| 03 | Ontario | ~2M | 1.27× | |
| 04 | Alberta | ~600K | 1.20× | |
| 05 | Saskatchewan | ~100K | 1.09× | |
| 06 | New Brunswick | ~90K | 0.95× | |
| 07 | Nova Scotia | ~100K | 0.83× | |
| 08 | Newfoundland and Labrador | ~50K | 0.75× | |
| 09 | Quebec | ~700K | 0.72× | |
| 10 | Prince Edward Island | ~10K | 0.68× |
The strongest cross-interests of the Play (activity) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Playground | Kids & Family | 2.66× | ||
| 02 | Quilting | Home & Garden | 1.90× | ||
| 03 | EB Games | Games | 1.80× | ||
| 04 | John Travolta | Movies & TV | 1.75× | ||
| 05 | Drew Barrymore | Movies & TV | 1.70× | ||
| 06 | Bath and Bodyworks | Shopping | 1.68× | ||
| 07 | The Shoe Company | Shopping | 1.68× | ||
| 08 | Magic: The Gathering | Games | 1.68× | ||
| 09 | Board games | Games | 1.65× | ||
| 10 | Blanket | Home & Garden | 1.62× | ||
| 11 | Reitmans | Fashion & Accessoires | 1.60× | ||
| 12 | Lego | Kids & Family | 1.60× | ||
| 13 | Strategy games | Games | 1.60× | ||
| 14 | Tabloid (newspaper format) | Literature | 1.59× | ||
| 15 | Chris Pratt | Movies & TV | 1.58× | ||
| 16 | Non-alcoholic beverage | Food & Beverages | 1.55× | ||
| 17 | Sports betting | Games | 1.55× | ||
| 18 | Bored Panda | Internet & Social Media | 1.54× | ||
| 19 | Children's literature | Literature | 1.53× | ||
| 20 | Mineral water | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.27× | |
| Convenience Orientation | PREMIUM | 1.24× | |
| Individualism | JOY | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.69× | |
| Design Affinity | PREMIUM | 0.75× | |
| Mindfulness | BALANCE | 0.79× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Play (activity). 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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