OTTAWA, ON, Oct. 15, 2026 /CNW/ -- As immigration continues to drive Canadian population growth, understanding how newcomers engage with media and technology is essential for organizations navigating this shifting market.

The MTM Newcomers has released its 2026 data, focusing on the media behaviors, technology adoption, and settlement activities of individuals who have arrived in Canada within the past five years.  Our latest data highlights the evolving landscape of an expanding demographic that currently accounts for nearly one-quarter of the national population.

• Widespread Adoption of Short-Form Video: Nine in ten newcomers watch short-form vertical video across platforms like YouTube Shorts, Instagram Reels, Snapchat Spotlight, and TikTok. Newcomers are nearly 50% more likely to watch short-form video than are Canadian-born respondents, showing double the likelihood to use YouTube Shorts and five times the likelihood to use Snapchat Spotlight.
• High Engagement with Artificial Intelligence: Four-fifths of newcomers use AI tools, which is nearly double the rate observed among Canadian-born respondents. International students and temporary workers show the highest adoption levels, leveraging a wider variety of AI platforms including Claude, DeepSeek, Perplexity, and Meta AI at more than double the rate of Canadian-born users.
• Personal Connections Drive Consumer Choices: Newcomers rely heavily on personal recommendations when selecting essential services. They are nearly eight times as likely to choose a grocery store based on word-of-mouth from people they know, twice as likely to choose a cellphone provider based on a recommendation, and four times as likely to pick a provider where an acquaintance works.

Download the free version of the Newcomers Top Trends report 2026.

English Webinar

Please join us on Nov 3rd at 2:00 PM ET as we share some of the new findings from our MTM Newcomers Top Trends report 2026. After registering, you will receive a confirmation email containing information about joining the webinar.

REGISTER

SOURCE The Media Technology Monitor (MTM)