Marcadot Space Research
GTA rideshare trip patterns, 2024–2025.
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.
- Using a 1.9 planning occupancy factor, that is about 453,231 daily passenger-trips modelled — not unique riders.
- 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 | Avg daily trips | Passenger factor | Daily passenger-trips modelled |
|---|---|---|---|
| 2024 | 204,265 | 1.9 | 388,103 |
| 2025 | 238,543 | 1.9 | 453,231 |
Daily trips = full-year trips ÷ days in year (366 in 2024, 365 in 2025). Daily passenger-trips modelled = daily trips × 1.9, a planning occupancy factor consistent with prior Marcadot market-band methodology. This estimates people travelling on rideshare trips in a day. It is not unique reach, verified passenger views, or Marcadot campaign exposure.
Full-year comparison
| Year | Trips represented | YoY change | Avg duration (min) | Avg wait (min) | Toronto→Toronto |
|---|---|---|---|---|---|
| 2024 | 74,760,927 | — | 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–Friday. Saturday leads the full week. Across January–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
- ~239,000 — rideshare trips across the GTA each day (2025).
- ~453,000 — passengers those trips carry daily (trips × 1.9 planning occupancy; modelled, not unique reach).
- 18 minutes — average trip length (2025 weighted average 18.82 min, floored for site copy).
Methodology
Averages use sum(metric × trips_total) ÷ sum(trips_total with a non-missing metric).
Passenger-trips modelled use average daily trips × 1.9. The factor is a planning occupancy assumption aligned with prior Marcadot market-band work, not a unique-person count.
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 provides an advertising network inside rideshare vehicles. Reach GTA rideshare passengers with trackable, ten-second ads inside active 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.
What does the 1.9 factor mean?
It is a planning estimate of average passengers per rideshare trip. Multiplying daily trips by 1.9 estimates daily passenger-trips. It does not measure unique people or campaign exposures.
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, sold as monthly exposure packages across the active fleet.