DoorDash’s $17B Bet on Grocery Data

The Canadian TV viewing split held steady quarter-over-quarter at 62% Linear TV and 38% Streaming, with total viewing hours expanding by +13% across both formats. While audiences aged 55+ maintained steady year-round linear TV engagement, major live sports tentpoles—such as the NHL Playoffs and Blue Jays baseball—successfully protected and lifted reach among viewers under 45. In the streaming space, consumption remained highly concentrated, with the top three services (YouTube, Amazon Prime, and Netflix) accounting for 89% of total viewing time. YouTube extended its market leadership to a 39% share, widening its lead over Amazon Prime (29%), while Netflix continued its downward trend to 21% amid price increases and password-sharing crackdowns. Simultaneously, short-form platforms like TikTok and Instagram Reels gained significant momentum, rivaling or exceeding Netflix in national minute-by-minute audience. Finally, distinct regional habits persisted, with English Canada leaning digital-first, while French Canada showed strong loyalty to domestic linear networks like TVA and SRC.

This WPP Perspectives Paper analyzes the cultural, commercial, and strategic impact of the FIFA World Cup 2026 across North America, with a deep focus on the Canadian market. The tournament achieved unprecedented global scale—drawing 5 billion unique viewers globally and setting record-breaking Canadian broadcast figures—while permanently shifting the country's sports landscape as adult soccer interest expanded to nearly 18 million Canadians. To capture human attention across a fragmented media ecosystem, leading brands moved beyond traditional sponsorships, leveraging agile tactics such as responsive localized marketing (Michelob Ultra), decentralized creator networks (Unilever), lifestyle "blokecore" integration (adidas), and real-time social "newsjacking." Ultimately, the report underscores that major sports have evolved into the epicenter of global youth, fashion, and digital culture, advising marketers to abandon temporary "pulse" marketing in favor of always-on strategies as brand building begins for the next major tentpole: the Los Angeles 2028 Olympic and Paralympic Games.

This WPP Canada Paper analyzes the strategic implications of Rogers Communications acquiring 100% sole ownership of Maple Leaf Sports & Entertainment (MLSE) for $4.35 billion CAD in late 2026. This historic transaction consolidates Toronto’s major sports franchises under a single corporate giant, creating an unprecedented monopoly on the region’s sports and entertainment market. To leverage this asset, Rogers is expected to streamline cross-functional operations and integrate MLSE’s massive fan databases directly with its core telecom business to drive subscriber loyalty. Meanwhile, the broadcast landscape faces structural shifts as Rogers navigates cord-cutting pressures through sublicensing deals with digital streaming giants, while seller Larry Tanenbaum's Kilmer Sports Ventures pivots to high-growth, underserved global and women’s sports assets.