Vividata’s fall report shows streamers up 57% since 2021

The measurement co's latest report shows that the popularity of streaming content is continuing to rise unabated, both on the video and audio fronts.
By Andrea Hernandez
October 31, 2023

StreamersStreamers are Canadians’ favourite choice for TV viewing, according to Vividata’s latest report.

The measurement company’s latest SCC report, Study of the Canadian Consumer Fall 2023, provides an overview of TV consumption in the country. It found that more than one in three Canadians watch streaming TV, while one in four only watch linear. Around 50% of Gen X (43 to 58 years old) and Gen Y (25 to 40 years old) viewers prefer streamers. 

The study also found that the number of Canadians who watch streaming TV has increased by 57% in the last two years.

British Columbia and Ontario have the highest streaming viewership (39% and 41% respectively), while in Quebec and Atlantic Canada, streaming popularity is equal to linear TV at 38%.

Netflix is the country’s favourite streamer (16.3 million viewers), followed by Amazon Prime (13.4 million) and YouTube (10.9 million). Around 92% of those who watch Netflix do so on TV, while 58% and 56% of Canadians that consume Amazon Prime and YouTube, respectively, do so on tablets and smartphones.

Vividata’s report says the most popular TV channels among anglophones are almost tied for the top spot with Global at 24% and CTV at 23%, followed by Sportsnet (18%), CBC (18%) and TSN (16%). And the most-watched for francophones are TVA (45%), ICI Radio-Canada (43%), Noovo (25%), LCN (24%), and ICI RDI (19%).

Vividata’s cross-media report also looks into Canadians’ magazine, newspaper, and audio consumption habits. It found that eight in 10 adults read magazines, with 43% choosing print and 16% going digital. Food and travel magazines are the most popular genres at 44% and 32%, respectively.

On the newspaper side, Vividata’s survey found that nearly two in three adults in Canada say they read newspaper content. About 59% of Canadians do so on a mobile device and 31% said they consume them in print on weekends.

Audio-wise, the report notes that two in three adults listen to streaming radio/audio content and most of them do so while driving. The top audio streaming services for anglophones are YouTube (21%), Spotify (21%) and Amazon Prime (10%), while for francophones prefer YouTube (15%), Spotify (13%) and traditional radio (8%).

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