Consumers in Canada Tune Out of TV, Don't Drop Out of Video Viewing - eMarketer

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Consumers in Canada Tune Out of TV, Don't Drop Out of Video Viewing

Cord-cutters on the rise, still a small share of population

April 26, 2013

Cord-cutting is coming to Canada—if slowly.

Media Technology Monitor reported that the share of the total population in Canada without a TV subscription service or off-air TV rose 1 percentage point in 2012 to 8%, after doubling in 2011 to 7%. That’s still a small share of the overall population, but it represents a growing number of residents who have decided they can still get all the TV programming they want without the subscription they don’t.

Cord-Cutters* in Canada, 2011 & 2012 (% of population)

Media Technology Monitor noted that while these cord-cutters may be cancelling subscriptions (or, in the case of many younger residents, simply never setting cable service up when they set up house), they aren’t giving up TV content. They’re turning to the internet to stream shows to PCs, mobile devices and traditional television sets instead.

Cord-cutters, along with the millions of other consumers in Canada who have taken to digital video content without leaving their cable behind, are one reason eMarketer expects online video ad spending in the country to rise significantly in coming years.

Online Video Ad Spending in Canada, 2010-2016 (millions of C$ and % change)

By 2016, eMarketer forecasts, marketers in Canada will spend CA$360.5 million ($360.5 million) on digital video advertising, nearly 10 times the amount they spent in 2010.

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