MTM has published a series of reports that explore how English speakers interact with media and technology, highlighting both similarities and variations between different Canadian provinces and cities. The reports contain the combined findings of interviews with 7,478 anglophone respondents conducted between fall 2022 and spring 2023. In this second entry, we look at data from Vancouver, Alberta, Manitoba/Saskatchewan and the North. (Check here the first story)

Vancouver

Internet usage is extremely high for both Vancouver residents (97%) and the general English-speaking population (96%). Vancouverites are mostly on par with English speakers in terms of owning internet-connected TVs and smartphones. However, they are more likely to own a laptop (97% vs. 92%) and less likely to have a tablet (66% vs. 70%).

Respondents are also mostly in line with the English-speaking average in terms of TV subscriptions. However, they are more likely to disconnect from TV than the rest of the English-speaking population (7% vs. 4%). Around 47% of Vancouver’s TV subscribers have Telus, and another 33% are Shaw subscribers. According to the report, Telus provides internet services to nearly six in 10 Vancouver subscribers.

They also use many of the same VOD services as the average English-speaking Canadian. About 80% consume SVOD platforms, while 89% opt for AVOD services. About 67% use Netflix, 54% Amazon Prime Video, 39% Disney+, 29% Crave and 17% Apple TV+.

The report also revealed that 79% listen to streaming audio, while 31% consume AM/FM online. Some 57% listen to music on YouTube and 43% consume podcasts.

Compared to English speakers, Vancouverites are more likely to read news online (79% vs. 76%), watch news programs online (59% vs. 56%) and turn to social media for information (37% vs. 36%). They are also more likely to use social networks on a monthly basis (81% vs. 75%), with Facebook (74%) being the network they use the most, followed by Instagram (53%) and WhatsApp (42%).

Alberta

The MTM report found that 97% of people living in Alberta use the internet. Some 92% use a laptop to connect to the internet, 95% opt for a smartphone, 71% use a tablet and 77% rely on an internet-connected TV.

However, they are less subscribed to pay TV services than the average English-speaker, with 4% saying they disconnect from TV usually.

Some 40% of TV subscribers choose Shaw for their service, and another 39% opt for Telus. The remainder turn to other service providers, such as Bell (4%). According to the report, Telus and Shaw provide four-fifths of Alberta’s domestic internet services. Much of the remainder is made up of smaller providers, such as Eastlink, Starlink and Xplornet.

Overall, locals are more likely to subscribe to SVOD (86% vs. 82%) and AVOD (88% vs. 86%) services than the rest of the English-speaking population. Some 73% have Netflix, 65% Amazon Prime Video, 42% Disney+, 31% Crave and 17% Apple TV+.

MTM also found that 79% of respondents listen to streaming audio, while 24% listen to AM/FM radio online. Albertans listen to more music than YouTube than the rest of the population (59% vs. 57%) and more podcasts (42% vs. 40%).

When consuming news, they are more likely to use social networks than the average English speaker (39% vs. 36%). And the social networks they consume most are Facebook (70%), Instagram (49%), WhatsApp (35%) and LinkedIn (27%).

Manitoba/Saskatchewan

Around 95% of Manitoba and Saskatchewan residents like to be online, although they are less likely to own laptops and Internet-connected TVs than other English speakers. Some 87% use laptops to connect to the internet, while 91% use a smartphone. Around 69% use tablets and internet-connected TVs.

They tend to be less likely to be subscribers to fiber optic and cable TV than the average English-speaking Canadian. In total, 59% are pay TV subscribers.

About 38% prefer Shaw’s TV service provider, with 24% choosing Bell. SaskTel follows with 15% of the market. SaskTel and Shaw provide more than half of all home services in Manitoba and Saskatchewan. Bell also provides internet services to 21% of the people in this region.

MTM also found that they are more likely to consume AVOD platforms (86%) than SVODs (79%), with 63% subscribing to Netflix, 53% to Amazon Prime Video, 41% to Disney+, 22% to Crave and 13% to Apple TV+.

Both groups are also very similar in their use of online audio, although Manitoba and Saskatchewan residents show more interest in streaming audio content (80% vs. 78%), online AM/FM radio (27% vs. 25%) and music on YouTube (60% vs. 57%). Some 38% listen to podcasts, while 40% of the rest of the population does so.

Locals are also less fans of Canadian TV news channels (56% vs. 45%) and online news from a broadcaster (54% vs. 57%). And they are more likely to use social networks (79%) than their English-speaking counterparts (75%). Sixty-nine percent use Facebook, while 47% turn to Instagram and 33% to WhatsApp.

The North

According to the report, 91% of people living in the north use the internet, with 42% having laptops, smartphones, tablets and TVs to go online. Most use laptops (84%) and smartphones (85%) to connect to the Internet.

Northerners match the average Anglophone in the number of cable TV subscribers. However, Northern Canadians are more than twice as likely as average English speakers to be subscribers to satellite TV. Overall, 68% subscribe to pay TV.

Some 23% of TV subscribers rely on Shaw for their service and 13% on Bell. Northwestel accounts for roughly two-thirds of internet services in the North. Many of the remaining providers include Bell, Starlink, and Xplornet.

Northerners watch less VOD content than the average English-speaking Canadian. Approximately 70% consume SVOD platforms, while 80% consume AVOD. Some 54% use Netflix, 41% Amazon Prime Video, 30% Disney+, and 19% Crave and 16% Apple TV+.

Locals and the rest of the population are also very similar in their use of online audio. However, Northerners tend to listen to more AM/FM radio online than the average Canadian English speaker. Arpund 72% listen to streaming audio, 52% listen to music on YouTube and 31% say they consume podcasts.

In terms of social networks, Northern residents are just as likely to use them as their English-speaking counterparts. But their use of specific platforms, such as Facebook (72% vs. 68%) and TikTok (34% vs. 23%) is higher. And while they access news less than the average English speaker across all platforms, they are more likely to stay informed using social media websites or apps (42% vs. 36%).

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