Connected TV reaches more of Gen X, but older demos watch the most

Numeris cross-platform data compared reach and hours viewed in both Ontario and Quebec.

Older television viewers are less likely to watch using a connected or smart TV, but those that do watch it for far longer than their younger counterparts.

That’s according to a report from Numeris, compiled from data obtained through its VAM cross-platform audience measurement platform. The report focused on viewers in Ontario, as well as Francophone viewers in Quebec.

Depending on the month, connected TV (CTV) currently represents an average of between 6% and 8% of total viewing hours. That is slightly lower for Francophone viewers, where CTV represents 4.9 hours viewed weekly, compared to 6.3 in Ontario.

In Ontario, nearly 45% of adults 35 to 49 can be reached by CTV on an average week, the highest reach among demographics. But that group is followed closely by their kids, as CTV reaches roughly 43% of children aged 2 to 11. Roughly 36% of those 18 to 34 watch connected TV on a weekly basis.

Among Francophone Quebecers, adults 35 to 49 are also the most active CTV users, though on a smaller scale than their English counterparts, with an average weekly reach just over 36%. Reach is roughly the same for 18- to 34-year-olds and kids 12 and under, around 32%.

But despite more people in these age groups using a connected TV, their total hours viewed is lower than older demographics.

In Ontario, adults between 50 and 64 watch an average of 7.1 hours of content on CTV weekly, just ahead of the 7 hours watched by those 35 to 49. In Quebec, those over 65 watch the most CTV at 7.1 hours, while 35- to 49-years olds watch less than 6.

In both regions, it is teens that watch the least connected TV. However, in Ontario, they watch roughly 5.5 hours weekly, not far behind 18- to 34-year-olds. In Quebec, teens watch less than 2.5 hours weekly, far behind other age groups.