YouTube tops Canada streaming viewing, says Numeris
Thu, 14th May 2026 (Today)
New audience data shows YouTube is the most watched streaming platform in Canada and leads video viewing among adults aged 18 to 44.
Research from Numeris found YouTube ranked ahead of Netflix, Amazon Prime and Disney streaming services in Canada during the measured period. Among adults aged 18 to 44, it also outperformed major broadcasters and streaming services in both weekly reach and total time spent.
The findings highlight YouTube's growing position in a market crowded with entertainment choices and established domestic and international rivals. They also give advertisers a new benchmark for comparing the platform's audience with subscription streaming services and traditional television groups.
Numeris also found YouTube had the largest ad-supported reach in Canada among available streaming platforms, including Amazon Prime, Netflix, Disney+ and Crave. That measure is likely to attract marketers seeking broad audiences on ad-supported services.
Alongside the audience figures, YouTube unveiled several new advertising tools focused on artificial intelligence and shopping. They include a video production system, a revised masthead format and a direct purchase option for connected television viewers.
New ad tools
One product, Multimodal Video Creation, uses Google AI models including Gemini, Nano Banana and Veo to turn a creative brief into a finished video through text prompts. It is scheduled for global availability in the third quarter.
Another, Masthead with Custom Content Shelf, updates YouTube's top homepage advertising slot by letting marketers place additional content alongside a main creative. The format is set for a global beta launch in the fourth quarter.
The third product, Buy with GPay, is designed to let viewers complete purchases on connected televisions in two clicks. It is due to enter global beta later this year.
The combination of audience scale and new commerce and creative tools reflects a broader shift in video advertising toward streaming platforms that offer both reach and direct-response options. It also shows how large technology groups are tying generative AI tools more closely to advertising workflows.
Canada has become an important test market for that shift because viewers divide their time among subscription streaming services, broadcaster-owned platforms and online video. In that environment, audience measurement has become a closely watched issue for media buyers and sellers seeking to justify spending decisions.
The Numeris figures suggest YouTube has expanded beyond user-generated clips to become a central part of mainstream viewing habits, particularly among younger adults. For broadcasters and subscription services, the data adds pressure in a market where attention is increasingly fragmented and advertising budgets remain contested.
For advertisers, the findings matter not only because of the platform's scale but also because of the ad-supported audience available to brands. Services that rely partly or wholly on subscription revenue have expanded advertising tiers, yet YouTube's lead in ad-supported reach suggests it remains a major venue for campaigns aimed at mass consumer audiences.
The data covered viewing in Canada from 1 September to 30 November 2025. It found YouTube was the top video platform for Canadian adults aged 18 to 44 in weekly reach and total time spent.