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Consumers in Canada Continue to Look Online for TV Content

Online video ad spend drives up

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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