Marcadot Space Research
GTA rideshare trip patterns, 2024 and 2025.
Full-year open-data analysis of private transportation company trips in the GTA. This page is the cited market source for figures on marcadotspace.ca. Coverage stops at December 31, 2025 so both years are complete.
Summary
Marcadot Space weighted every average by trip count so high-volume rows carry proportional influence. The open files cover private transportation company activity reported through City of Toronto Open Data.
Underlying open data: Private Transportation Companies Summary and Trip Data. Contains information licensed under the Open Government Licence - Toronto. Marcadot Space does not claim City of Toronto endorsement.
Key findings
- Full-year trips rose from 74,760,927 in 2024 to 87,068,044 in 2025 (+16.5%).
- 2025 averaged about 238,543 trips represented per day.
- Weighted average trip duration was 18.82 minutes in 2025 (18.89 in 2024). Site copy uses about 18 minutes for the average rideshare trip.
- Friday led weekdays; Saturday led the full week. Volume peaked at 18:00 pickups; longest average duration at 16:00.
- Ward 10, Spadina-Fort York, led named wards. Toronto-to-Toronto trips stayed near 81.5% of activity.
Daily market activity
| Year | Full-year trips | Average daily trips |
|---|---|---|
| 2024 | 74,760,927 | 204,265 |
| 2025 | 87,068,044 | 238,543 |
Average daily trips equal full-year trips divided by calendar days: 366 in 2024 and 365 in 2025. The source contains aggregate trip counts, not unique people or campaign exposure.
Full-year comparison
| Year | Trips represented | YoY change | Avg duration (min) | Avg wait (min) | Toronto→Toronto |
|---|---|---|---|---|---|
| 2024 | 74,760,927 | Not applicable | 18.89 | 4.24 | 81.0% |
| 2025 | 87,068,044 | +16.5% | 18.82 | 4.34 | 81.5% |
Monthly patterns
December led monthly volume in both years. Summer months show the longest average trip durations.
Day and hour patterns
Friday leads Monday to Friday. Saturday leads the full week. Across January to June, Saturday’s share was about 17%.
Pickup and drop-off concentration
Spadina-Fort York leads named wards. Toronto accounts for the large majority of pickups and drop-offs.
Figures used on marcadotspace.ca
- 87.1 million: trips represented in the latest complete year.
- About 239,000: average daily trips represented in 2025.
- 18.82 minutes: weighted average trip duration in 2025.
Methodology
Averages use sum(metric × trips_total) ÷ sum(trips_total with a non-missing metric).
Average daily trips use full-year trip totals divided by the number of calendar days. The report does not estimate people, unique reach, or campaign exposure from the open trip data.
Source and licence
Derived from City of Toronto Open Data PTC trip files. Contains information licensed under the Open Government Licence - Toronto. Marcadot Space does not claim City of Toronto endorsement.
Data downloads
Frequently asked questions
What is Marcadot Space?
Marcadot Space runs trackable, ten-second static ads inside active GTA rideshare vehicles. https://marcadotspace.ca/
Why only 2024 and 2025?
Both years are complete calendar years. That keeps growth and averages comparable without partial-year distortion.
Does trip length equal ad viewing time?
No. Trip duration is market context from open PTC files. Campaign measurement is separate.
About Marcadot Space
Ten-second static ads on Android tablets in participating GTA rideshare vehicles, with mandatory trackable QR, scoped as managed campaigns across the active fleet.