The newest Numeris Video Audience Measurement (VAM) release is the first to include Facebook Video and Instagram Reels data.
The cross-platform report is based on August 2023 data and covers more than 90% of the Canadian video landscape. Advertisers can now compare Facebook Video viewers to those on Instagram Reels, or how they measure up to TikTok or YouTube.
The majority of TikTok viewers are women (62%) and younger than the other platform consumers. YouTube and Instagram Reels viewers are comparable in age range but YouTube viewers are mainly male (59%) and Instagram Reels is favoured by women (60%). Facebook Video viewers are slightly older than 50 and evenly divided between male and female.
The median age of at-home video viewers across platforms in Ontario is 43 and half are women. Total Video Streaming viewers are, on average, slightly younger than 40 years with an evenly distributed proportion between male and female.
In the Quebec Franco results, the report shows a median age of 45 and the population split is slightly below 50% for women. Total Video Streaming Viewers are an average of 38 years-old with more than half (56%) being male. As in Ontario, TikTok viewers are the youngest and skew slightly more male. The Instagram Reels audience is 40% female, far below its 60% female proportion in Ontario. Facebook Video audiences are proportionally larger in Quebec Franco than Ontario and older than the average streaming audience.
There’s an uptick in viewing of social media video in primetime by three of the platforms. YouTube video viewing picks up around 6 a.m. and peaks at 9:30 p.m., with a few dips in mid-afternoon. TikTok and Facebook video viewing trends are similar, lifting in the morning hours and peaking the later hours of primetime. On the other hand, Instagram Reels shows a different pattern with viewing slowly declines throughout the morning and early afternoon before picking up later in the day and peaking around midnight.
Mobile is the preferred viewing device across both Ontario and Quebec Franco for Facebook Video, Instagram Reels and TikTok. YouTube and smart/connected TVs are favoured in both regions but for Facebook Video, PC/MACs are the second favourite way of viewing.
