Canadian Media and Advertising Sector Contributed $22.6B to GDP in 2024: Report

Why It Matters

The outflow of ad dollars threatens Canada’s media sovereignty and employment, prompting calls for policy intervention to retain capital within domestic platforms.

Key Takeaways

• Media sector added $16.5 B USD to Canada’s GDP in 2024.
• 94% of digital ad spend now flows to foreign platforms.
• Each $730k USD on Canadian ads creates 8.23 jobs.
• Quebec’s media jobs grew, showing policy‑driven resilience.
• Western provinces lost 5,310 jobs and $518 M USD in GDP.

Pulse Analysis

Canada’s media and advertising ecosystem remains a heavyweight economic engine, contributing an estimated $16.5 billion USD to national GDP—more than the auto, telecom and mining sectors combined when measured by direct employment. The sector’s 193,120 jobs underscore its role as a major labor market pillar, yet the rapid erosion of digital ad revenue is reshaping that landscape. By 2024, 94% of digital ad spend was captured by foreign platforms, diverting roughly $8.2 billion USD since 2017 and challenging the sector’s fiscal sustainability.

The report highlights a stark productivity paradox: every additional $730,000 USD invested in Canadian‑owned advertising yields 8.23 new jobs and $470,000 USD in labour income. This multiplier effect underscores the strategic value of keeping ad dollars domestic, especially as traditional outlets—newspapers, TV, and radio—shed more than 11,000 positions since 2019. Meanwhile, digital infrastructure and agency roles are expanding, reflecting a shift toward technology‑driven services that can offset some employment losses if adequately funded.

Regionally, policy choices are producing divergent outcomes. Quebec’s media workforce grew, illustrating how cultural protection measures can translate into economic resilience. Nova Scotia’s near‑doubling of media jobs ties directly to provincial film and digital media incentives. Conversely, Western provinces collectively lost 5,310 jobs and $518 million USD in GDP, with Manitoba experiencing a 46.5% workforce collapse. These disparities suggest that targeted subsidies, tax credits, and stricter data‑localization rules could help rebalance the market, preserving Canadian content and safeguarding jobs in an increasingly globalized advertising arena.