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Research has shown that more households in Canada are cutting the TV cord, looking online instead for access to their favorite shows and movies. April 2013 results from a comScore survey commissioned by Google confirm the trend—though, to be sure, many internet users are still watching traditional TV the traditional way.
The survey found 35% of internet users in Canada said they only watched TV on TV—10 percentage points fewer than the 45% who watched a combination of TV and online video content. Meanwhile, 16% said they had moved on to a strictly streaming diet of shows and movies.
eMarketer estimates online video ad spending in Canada will reach C$181.3 million ($181.3 million) this year, up 41.9% over 2012. That will account for 5.7% of all digital ad spending in the country this year.
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