Canada’s Media Landscape

IAB Canada’s Canadian Media Usage Trends (CMUST) is the only Canadian report crossing all major media and combining each channel’s research audience currency of record, four currencies in all. The annual study documents consumers’ changing media consumption across devices and screens, as digital technologies impact the lives of Canadians.

Since its inception in 2004, the CMUST study has tracked the increasing reach and time spent (number of minutes) with the Internet and its main content groupings, as more Canadians have shifted their news, entertainment, banking and other activities to the digital space.

The CMUST report gives a clear picture for the marketing and publishing community in Canada to base their strategies, investments, and products on.

CMUST is a PHD analysis that is commissioned by IAB Canada.

Two reports are produced annually in English: Total Canada, French Canada.

CMUST 2017 Executive Summaries

2017 CMUST –  Total Canada Report

2017 CMUST – French Canada Report

CMUST 2017 FULL REPORTS: IAB Canada Members can download the FULL 2017 CMUST REPORTS by clicking here and logging in to the Member Portal with your IAB Canada username and password.

If you do not have an IAB Canada user name and password for the Member Portal, please email to request one.


Click on the links below to download any of the Executive Summaries for the previous two years (published in English):


2016 CMUST – Total Canada Report

2016 CMUST – French Canada Report

2016 CMUST – French Canada Report

2015 CMUST – Total Canada Report

2015 CMUST – French Canada Report

2014 CMUST – Total Canada Report

2014 CMUST – French Canada Report