Leading Media & Entertainment Brands in Canada: Q1 2025 Insights

Introduction

In the dynamic landscape of Canada's Media & Entertainment sector, YouTube, Canadian Broadcasting Corporation (CBC/Radio Canada), and TikTok have emerged as dominant forces in Q1 2025. Utilizing Sensor Tower's unparalleled data capabilities, we dive into the performance and trends of these leading brands, covering both web and app platforms. This analysis spans from Q4 2024 to Q1 2025, providing a comprehensive overview of monthly audience engagement, app usage, and advertising strategies.

YouTube

YouTube's digital presence continues to dominate, both through its website, youtube.com, and the YouTube app.

• Audience Trends: YouTube maintained a stable monthly true audience, consistently above 40M throughout the quarter. Notably, March 2025 saw an increase to over 40.8M, driven by a rise in web and app visitors.

• App Engagement: Monthly active users on the YouTube app remained robust, fluctuating around 29M, with a peak in March 2025 reaching close to 30M.

• Ad Spend & Channels: Monthly ad spend showed variability, with a notable spike in February 2025 at over $300K, primarily through Instagram, which delivered significant impressions.

Canadian Broadcasting Corporation (CBC/Radio Canada)

CBC's reach is vast, with its websites cbc.ca and radio-canada.ca, alongside the CBC Gem: Shows & Live TV app.

• Audience Trends: CBC's monthly true audience experienced remarkable growth, peaking at nearly 23.5M in February 2025, with web visitors significantly outnumbering app-only users.

• App Engagement: The CBC Gem app saw an increase in monthly active users, surpassing 1M by March 2025, indicating a growing preference for mobile content.

• Ad Spend & Channels: CBC's advertising efforts were robust, with March 2025 monthly ad spend exceeding $750K, predominantly on Facebook and Instagram, achieving high impressions.

TikTok

TikTok's influence is evident on both its websites, tiktok.com and douyin.com, and the TikTok app.

• Audience Trends: TikTok maintained a stable monthly true audience around 14M, with a slight increase in March 2025 to over 14.3M. Web and app visitors were closely aligned.

• App Engagement: The TikTok app's monthly active users hovered around 9.5M, with a slight dip in February 2025.

• Ad Spend & Channels: TikTok's monthly ad spend peaked in February 2025 at around $750K, with Facebook being the primary channel for impressions.

Conclusion

The Media & Entertainment sector in Canada is thriving, with YouTube, CBC/Radio Canada, and TikTok leading the charge. Through Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, businesses can gain critical insights into cross-platform user behavior and advertising impact. These insights are essential for understanding and navigating the digital landscape effectively, providing unique advantages for decision-makers.