Connected TVs are continuing to increase penetration in Canadian households, with growth in streaming activity also continuing its upward trend.

That’s according to the latest data from the winter edition of Vividata’s SCC Study of the Canadian Consumer. The cross-media study looks at product, attitudinal and brand research on consumer trends, including media consumption habits.

According to the research, an estimated 61% of Canadian adults now have at least one connected or smart TV in their home, up from 53% in 2021. Online viewing continues to inch upward as well, with 65% of Canadians now viewing TV or video content on streaming platforms – whether paid or free – compared to 59% in 2021.

Roughly one in three Canadians watch streaming TV exclusively, though that number changes depending on the where in the country you are examining. The highest was British Columbia at 38%, followed by the Prairies (34%) and Ontario (33%). Atlantic Canada was next at 29%, with Quebec at 24%. Going by age, half of both Gen Z and millennial viewers only watch streamed TV, while nearly two in three Boomers now watch “at least some” TV by streaming.

Canadians that only stream TV are more likely to prefer the format’s scheduling convenience (41%), variety (39%) and an experience that’s free from ads, or has a lower ad load than traditional TV (38%). The top English streaming services are Netflix, Amazon Prime, Disney+ and Roku’s FAST channel. The top French streamers are the same, expect for having a preference for Noovo over Roku.

But two-thirds of Canadians still watch at least some live TV. Among them, the top English TV channels are Global, CTV, CBC, Sportsnet and TSN. The top French language channels are TVA, ICI Radio-Canada, LCN, Noovo and ICI RDI.