Media contributes $21B to Canada’s GDP

A new report by the Canadian Media Means Business consortium underscores the vital role Canada’s media and advertising sector plays in powering our economy—and the existential threats it now faces.

The results of the study are compelling: the Canadian media industry supports nearly 170,000 jobs and contributes an estimated $21 billion to Canada’s GDP. Every $1 million invested in Canadian advertising generates 8.2 jobs, $630,000 in salaries, and adds $1 million to the GDP.

Yet, despite its significance, the sector is under increasing pressure. Between 2017 and 2022, Canada lost an estimated $7.5 billion in advertising revenue to foreign digital platforms. Today, 92% of digital ad dollars flow to non-Canadian platforms—placing the sustainability of Canadian media in jeopardy.

The report paints a clear picture: Canadian media is not only a cultural cornerstone but also a strategic economic asset. It fuels business growth, supports charitable fundraising efforts, and sustains a diverse range of industries and jobs. The report is a call to action.

Key findings:

• 169,160 full-time equivalent (FTE) jobs supported in 2023; 196,970 with spillover impacts.
• $20.96 billion in GDP generated in 2023; $22.6 billion with spillover impacts.
• $9.7 billion directly contributed to GDP by advertising investment.
• 75,840 direct FTE jobs supported by advertising.
• $7.5 billion in lost revenue to foreign platforms between 2017–2022.

Canadian Media Means Business (CMMB), developed by Nordicity, is a consortium of associations and media organizations in Canada, comprising Adapt Media, Bell Media, Canadian Association of Broadcasters, Cogeco, Friends of Canadian Media, Glacier Media Group, La Presse, Pattison, ThinkTV and Village Media.