Most OTT users still subscribe to TV: study

Media Technology Monitor dives into OTT audiences, brands and platforms.

The latest report from the Media Technology Monitor (MTM) shows that when it comes to OTT and traditional television, Canadians might not see it as an either/or proposition.

The MTM report sought to uncover the overall media consumption habits of those who watch SVOD and OTT services. The organization surveyed 4,000 Anglophone Canadians through a mixed-method approach in the spring of 2017.

It found that although Netflix is dominant among the streaming services (its penetration rate in Canada is now at 53%, up from 50% in spring 2016, according to MTM), it’s not necessarily cannibalizing traditional television. More than 70% of OTT subscribers also subscribe to a traditional TV service, such as cable, satellite or fibre optic.

In fact, OTT subscribers are only slightly less likely to subscribe to traditional television. Seventy-one per cent of OTT subscribers have a TV subscription versus 75% of non-OTT users.

Netflix, which hit the Canadian market in 2011, has enough of a head start on its major Canadian competitors to maintain a healthy lead. Bell Media’s CraveTV, now two years old, has a 9% penetration rate. Amazon Prime Video, which launched in Canada last year, has a 5% penetration rate.

Most Canadians who subscribe to any OTT also subscribe to Netflix — only 4% of respondents said they subscribe to “only” Netflix competitors, while 13% of Canadians subscribe to Netflix and one or more other OTTs.

The study found Netflix and Amazon Prime subscribers tend to skew younger that other SVOD audiences – 39% of Netflix subscribers are between 18 and 34, as are 49% of Amazon Prime subscribers. CraveTV and Sportsnet Now subscribers tend to have similar age balances to traditional TV, with 29% between 18 and 34.