Q2 2026 Quarterly TV Viewing Report

The Modern State of Gaming: Content, Creators, and Community. Gaming has cemented its status as a dominant force in global entertainment, rivaling traditional media in both scale and influence. Today, 51% of Canadian gamers identify as women, and 52% name mobile as their primary device, shattering outdated stereotypes. As the landscape shifts away from traditional esports toward personality-driven, creator-led content, the highest-upside opportunities for marketers exist in native activations on massive platforms like Roblox, Fortnite, and Twitch. Discover the key trends, audience personas, and best practices driving modern brand relevance.

The Growing Complexity Behind the Back-to-School Season. This national study reveals that Canadian parents are shifting from simple back-to-school preparation to active "educational management," navigating compounding financial, logistical, and systemic pressures. For brands, success in this high-pressure landscape requires offering simplicity and predictability to help parents reduce friction and make confident, low-risk purchasing decisions.

Market Consolidation and the Evolving Identity Landscape. As tightening Canadian privacy regulations and major industry moves like Publicis’s acquisition of LiveRamp reshape the market, this guide breaks down the critical implications of identity centralization for advertisers. It addresses key risks like vendor lock-in while highlighting decentralized alternatives, such as InfoSum's Data Clean Rooms, which allow brands to securely match audiences without exposing raw first-party data.