Even though viewing habits are more fragmented, TV continues to be the leader in time spent viewing, especially among Francophone audiences.

ThinkTV compiled data from VAM – Numeris’ cross-platform measurement service – for the months of September to November in Ontario and Quebec, comparing “total TV” viewing time with other video platforms.

“Total TV” includes linear broadcasts, as well as streaming services, YouTube and TikTok, when watched through their in-home TV apps.

The data showed that Francophone adults spent 28.8 hours with total TV each week, compared to 19.6 hours for Ontario adults.

In Ontario, total TV had an average weekly reach of 86.1% among adults, compared to 58.6% for YouTube, 42.8% for Amazon Prime, 35.3% for Netflix and 34.4% for TikTok. In Francophone Quebec, total TVs weekly reach was 94%, compared to 51.2% for YouTube, 29.9% for Amazon Prime, 28.3% for Netflix and 26.2% for TikTok.

For adults 25 to 54 in Ontario, the time spent watching total TV (11.7 hours weekly) far exceeds hours spent with YouTube (4.8), Netflix (2.3), Amazon Prime (2.0), TikTok (2.4), Facebook (1.4) or Instagram (0.7). Francophone Quebecers aged 25 to 54 watch more total TV weekly (16.5 hours) but spend less time with streamers and social: YouTube (3.5), Facebook (1.7), Netflix (1.6), Amazon Prime (1.4), TikTok (1.4) and Instagram (0.4).

It should be noted that the fall period covered in the research included a number of major televised events, such as the beginning of the NHL and NBA seasons, as well as the 2022 FIFA World Cup.