TV and Video in Canada: New Viewing Habits Bring Multiscreen Challenges for Advertisers - eMarketer
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TV and Video in Canada: New Viewing Habits Bring Multiscreen Challenges for Advertisers

eMarketer Report

By: eMarketer

Published: August 22, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

TV viewership in Canada has changed, becoming multiscreen and multisource. On-demand viewing and streaming via digital services on a variety of devices have greatly expanded both the content available and the flexibility with which viewers can consume it. For advertisers, reaching consumers across screens while they watch TV and video is challenging, but better targeting options are being tested in the form of addressable TV and data-enhanced TV (DETV) advertising.

  • TV commands the greatest share of screen time—an average of 3 hours 17 minutes daily this year, eMarketer projects—and has the largest media reach in the country. Traditional broadcasters in Canada have expanded their core offerings into the digital realm with video-on-demand (VOD) and mobile apps, but native digital players are capturing a growing share of time spent.
  • Digital video time is estimated at more than 10 hours weekly across devices, and it’s increasing, fueled by interest in full-length programming on Netflix and even YouTube. More than half of adults in Canada say they have a Netflix subscription.
  • For advertisers, effectively reaching consumers has become more complex as viewing habits have changed. TV is still the largest single format for ad spending in Canada, expected to make up 23.1% of total media spend in 2017—about six times as much as digital video. The gap is slowly closing, although advertisers are hoping TV and video ad spending converge into a single cross-platform media buy across screens at some point in the future.
  • To better compete with digital ad targeting and measurement, the TV industry is under pressure to offer more advanced ad products, including addressable TV and DETV. The options for addressability are currently limited—postal code targeting on linear TV advertising is being done by just one cable operator. The situation is likely to improve, however, as advanced TV tech firms work with the major cable players and a new generation of set-top boxes is rolled out to cable households.

"OTT revenues will grow to $827 million (CA$1.1 billion) this year, but the traditional TV market is still nearly 10 times larger and is expecting only limited declines in the near future, despite all the attention cord-cutting has garnered."

Table of Contents

Today’s Multiscreen, Multisource Viewer

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Advertising in a Multiscreen Environment

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Addressable TV

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16 charts are included in the full report:

TV and Video in Canada: New Viewing Habits Bring Multiscreen Challenges for Advertisers

Over-the-Top (OTT) Subscription Revenues in Canada, 2015-2018 (millions and % change)

Today’s Multiscreen, Multisource Viewer

Weekly Time Spent with Select Media by Millennials vs. Total Consumers in Canada, Spring 2017 (hours)

Digital Video

Digital Video and TV Viewer Metrics in Canada, 2012-2018

Weekly Time Spent Watching Digital Video Among English-Speaking Adults in Canada, 2013-2016 (hours)

Netflix Subscribers Among English-Speaking Adults in Canada, Spring 2011-Spring 2017 (% of respondents)

Digital Platforms Used by Internet Users in Quebec to Consume Audio/Video Content, Sep 2016 (% of respondents)

Over-the-Top (OTT) Subscription Revenues in Canada, 2015-2018 (millions and % change)

Usage and Awareness of Amazon Prime Video Among Consumers in Canada, Spring 2017 (% of respondents)

Connected TV Devices Owned by English-Speaking Adults in Canada, Spring 2013 & Spring 2017 (% of respondents)

How Prevalent Is Cord-Cutting?

Average Weekly Time Spent Watching TV* Among TV Viewers Without Pay TV or a Digital Antenna** vs. Total Consumers in Canada, Fall 2016 (hours)

Pay TV Subscribers in Canada Who Have Used an Alternative/Digital Video Service*, 2015-2017 (% of respondents)

Advertising in a Multiscreen Environment

TV Ad Spending in Canada, 2017-2021 (billions of C$ and % of total media ad spending)

Digital Video Ad Spending in Canada, 2017-2021 (millions of C$ and % of total digital ad spending)

Media Activities During Which Millennial vs. Total Adults in Canada Pay Most Attention to Ads, Dec 2016 (% of respondents in each group)

Device on Which Millennial vs. Total Adults in Canada Are Most vs. Least Likely to Watch Video Ads, Dec 2016 (% of respondents in each group)

The Cross-Screen Creative Conundrum

Campaign Targeting Criteria Used for Digital Video Ads in Canada, Q1 2017 (% of total campaigns served by Videology)