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Canada's Younger Adults Devour Video

Nearly 90% of the country's internet users are online video viewers

January 16, 2014

In Canada, the number of videos consumed online has jumped 140% over the past three years, according to data released by comScore in November 2013. The study also found that more than 88% of the country’s internet users were online video viewers.

Broken down by age, reach was relatively even among internet users, ranging from 88% to 94%. While 12- to 17-year-olds took the top spot, at 94%, 18- to 24-year-olds trailed by just 1 percentage point. The 25-to-34 and 65-and-older age groups placed third, with 90% each.

Though digital video viewer penetration among internet users was evenly spread out across age groups, the 18-to-24 and 25-to-34 brackets dominated when it came to number of videos watched per viewer each month. The average amount of videos watched by viewers ages 18 to 24 came in at 561 per month—the highest among all groups—and 25- to 34-year-olds placed a close second, with 545 videos.

Digital Videos Viewed Monthly Among Internet Users in Canada, by Age, Sep 2013 (average videos per viewer and % reach)

Looking at how adults in Canada spent their time online each week, PHD Canada found respondents devoted an overwhelming amount to video content. The medium claimed 697 minutes of online time each week—40.2% of the total. This share was more than three times that of No. 2 social media, which accounted for 12.6% of weekly time spent online.

Compiling data from comScore Media Metrix, Bell Media Research broke down the amount of time internet users in Canada spent viewing online video by age. Once again, results skewed toward young adults: 18- to 24-year-olds ranked first for all quarters between Q2 2011 and Q2 2013—tying with the 25-to-54 age group in Q4 2011 and Q1 2012—with 9.9 hours spent with video each week in the second quarter of last year.

Weekly Time Spent Viewing Online Video Among Internet Users in Canada, by Age, Q2 2011-Q2 2013 (hours)


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