Any data analysts who were planning to wait until the fall to have their SCC data updated have received a pleasant surprise, as Vividata has released a summer edition of its Study of the Canadian Consumer.

Vividata stopped publishing a summer edition of the SCC in 2018, relying on three releases for the other seasons for the last four years.

The summer edition does not feature updates on Vividata’s title-level readership in Canadian news media, but does feature several expanded data sets.

The biggest expansion has been in TV viewing habits, providing more intel on factors like how much Canadians spend on various TV services and how much broadcast TV is viewed live.

On that last point, Vividata found that nearly half of Canadians average less than two hours of broadcast TV viewing daily, with roughly one in five saying they don’t watch any. This behaviour is more common among English speakers and those under 35.

For those that don’t watch linear TV, 68% say they use Netflix as a TV service provider, while 59% use Amazon Prime and 43% use YouTube. Predictably, these viewers are more likely than the average Canadian to spend $60 or more on streaming services in an average month, and 28% more likely to use streaming services because of lower amounts of advertising.

Other additions to the SCC include spending on both audio and video streaming services, as well as content preferences. Vividata has also added to the number of brands it covers in, making additions in eight product categories.