While the streaming-only audience in Canada is continuing to grow, according to the latest from Vividata, those that still watch linear TV are more likely to pay attention to the ads they see.
The spring 2023 update of Vividata’s SCC Study of the Canadian Consumer covers new consumer trends such as time spent streaming TV and video on paid or free services, devices used to stream in a typical week and podcast listening. It also contains new psychographic statements on topics such as aging in place, home modifications and finances.
The study found that while one in four Canadians only watch TV live as broadcast, 34% only watch by streaming, up from 23% two years ago. More Gen X and millennial viewers now only watch streamed TV compared to 2021, now up to 40%, while the number of Boomers who do so nearly doubled.
Nearly half of Canadian adults (47%) only stream say they do so because there are fewer or no ads, the most popular reason. Others include its easier to catch up on shows and that it fits their schedule (46%); the large selection of shows, movies, and videos (44%); ability to watch on any device (43%); and it makes it easier to binge watch (36%). Cost was a factor for 33% of respondents, who feel only streaming is cheaper than cable.
Those that watch TV both via streaming and live broadcast are most likely to use connected TV (CTV) to stream (56%). Ownership of CTVs or smart TVs continues to rise, with an estimated 65% of Canadian adults having at least one within their home, up from 54% in 2021. At 75%, CTV/smart TV ownership is highest among Albertans.
In a typical week, 37% of adults stream TV/video on a CTV or smart TV, followed by computers (16%), smartphones (12%), set top boxes (9%), tablets (8%) and game consoles (4%). Adults 18 to 24, however, are nearly two-times more likely than the average Canadian to stream content on a smartphone or game console.
Despite the differences in audience size, on linear TV, 24% of adults say they pay attention to ads, versus just 8% that pay attention to ads on streamed video. While 13% of those under 35 are more likely to pay attention to ads on streamed video, 21% pay attention to ads on linear TV.
Looking at internet and social media usage, Canadians spend an average of 25 hours a week online, with those in Ontario being the most active. In addition, 83% of adults access social media platforms weekly, spending an estimated 11 hours per week with those platforms. Just over one in five adults say they carefully consider product recommendations made by influencers they follow, increasing to 31% for those under 35, and 37% for newcomers who have been in Canada for less than five years.
Online safety is still a concern for three in four Canadians, while well over half (56%) turning to the internet as their main source of news. The majority of all Canadians use social media to connect with friends and family, younger generations see it as source of fun and inspiration. Gen Z and Y are the most likely to participate in nearly all online activities, while Gen X is the most likely to shop.
