The latest season of MTM (Fall 2023) data shows that the majority (91%) of Canadians own a TV although it varies by generation, ranging from 96% of Baby Boomers and Seniors down to 81% for Gen Z. Samsung is the most popular brand (36%) followed by LG (18%) and Sony (14%).

Canadians are more likely to subscribe to Netflix or another SVOD service (78%) than to cable, satellite or fibre optic (66%) paid subscription. That said, 51% still subscribe to both. Why? Content. Mostly news (47%) or sports (41%). Other reasons include the subscriptions being part of a service provider bundle (36%) or personal preference (32%).

While the internet seems to be everywhere, a home internet connection is not a given. A majority (94%) of Canadians have internet at home but it’s less likely for older Canadians (81%), low-income households (87%) and those living alone (86%). The most likely to have home internet are young Canadians 18 to 25 (97%) and households with kids (98%). Less than half (48%) know the speed of home internet they’re paying for.

Canadians are interacting with online advertising, though not in great numbers.  More than four in 10 (44%) have clicked on an online ad in the past month and 37% have followed through to purchase after seeing the ad. Those born outside of Canada (41%) and racialized Canadians (44%) are more likely than total Canadians to make a purchase online.

MTM did discover the onset of SVOD fatigue over the past year. There has been a slow decline in subscriptions for services like Netflix and Amazon Prime from 81% in Fall 2022, to 79% in Spring 2023 and 78% in Fall 2023. Rising costs, an end to account sharing and content fatigue are some of the probable reasons for the decline.