Vice President of Sales, Comscore
Search every verified Bryan Segal interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Bryan Segal, Senior Vice President at Comscore, has discussed shifts in digital media consumption during the COVID-19 pandemic. He stated that internet usage in Canada and globally saw a major increase as people sought information, and noted that news websites from Canadian outlets such as CBC, CTV, and Global, as well as newspapers like the Globe and Mail and National Post, experienced large traffic increases. Segal also observed that government websites became a key destination for COVID-19 information, and that e-commerce saw a "huge explosion" among retailers such as Loblaws, Walmart, and Canadian Tire, which he described as a "launchpad for transformation" for legacy businesses. In separate remarks on gaming and marketing, Segal argued that "not all gaming is equal" and emphasized the importance of segmentation among gamers and platforms. He cited data showing a 34% year-over-year increase in Twitch penetration, with the average Canadian spending over 420 minutes per month on the platform. Segal stated that eSports sponsorships represent a "huge opportunity" for brands, and that many gamers do not mind product placement in games when it is relevant. He also said that "the biggest issue in marketing is attention" and that the future of advertising lies in programs rather than paid ads.
“So we saw a major increase in terms of internet usage in Canada and across the globe based off of the pandemic, obviously, people flocked to the internet to get information on an ongoing basis.”
“We saw some categories showing major increases, but then other categories that declined as consumer behavior changed. As you start to see the coming back of sports, we're starting to see an uptick in sports, automotive, and other categories like real estate have seen significant increases since the pandemic.”
“Travel is still an area where we're starting to see an uptick. In Canada, we've seen a solid uptick, people looking to travel and to look for information locally. But in the United States, you've seen increases and then in June, you saw decreases again as the continued case increases.”
“We saw wealth management numbers way up, people spending a lot of time looking at their investments. People at the beginning making sure everything's sound and in place and as it went on making sure they have enough money and checking their ongoing status.”
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