The advertising and market research sector in Canada has experienced varied growth in self-employed individuals over the past decade. From 2013 to 2019, the sector saw a steady increase, peaking in 2019. However, the COVID-19 pandemic in 2020 led to a significant decrease of 21.38%, followed by a sharp rebound of 24.94% in 2021. Subsequent years showed moderate growth with minor fluctuations, culminating in a small dip of 3.64% in 2023, where the value stood at 21.31 million hours.
Looking ahead, forecasted data from 2024 onwards suggests a gradual uptick, with the sector projected to grow at a compound annual growth rate (CAGR) of 0.6% over the next five years, reaching 22.2 million hours by 2028, representing an overall growth of 3.01% over this span.
Future trends to watch for include the impact of evolving digital marketing strategies, the increased use of data analytics, and the potential shifts in work arrangements driven by technology and remote work models. These factors are likely to continue shaping the landscape for self-employment within the advertising and market research sector in Canada.
