TV Viewing Gets More Connected in Canada - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

TV Viewing Gets More Connected in Canada

For video viewing, mobile devices and connected TV are becoming common

March 3, 2016

Internet users in Canada are becoming more connected, especially when it comes to video viewing, according to 2015 research.

Devices Used to Watch Digital TV According to Adults in Canada, 2014 & 2015 (% of respondents)

According to the Media Technology Monitor, mobile devices and connected TVs are becoming more common choices for digital TV viewers in Canada. Meanwhile, the desktop is becoming somewhat less common for this purpose.

The changes in TV viewing come as adults in Canada own more connected devices in general. In 2015, for example, Media Technology Monitor found that 70% of adults owned a smartphone, while 51% owned a tablet and 36% owned a connected TV. Those figures were up from 62%, 42% and 28%, respectively, in 2014. As recently as 2011, just 50% of adults in Canada had a smartphone, while 10% had a tablet and 8% had a connected TV.

Penetration of these devices may be somewhat lower in Quebec. According to Cefrio, in June 2015, smartphones were in 57.0% of Quebecois households, while 50.7% owned a tablet and 26.8% had a connected TV. Translating these figures from the household to the individual level would bring penetration rates down further.

Young people, meanwhile, may be somewhat more likely to own a connected TV in the country. Earlier research from Media Technology Monitor, conducted in spring 2015, found that 34% of millennials in Canada had a smart TV, vs. 32% of older adults.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.