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Does My Company Subscribe?
Published: August 22, 2017
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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.
"OTT revenues will grow to $827 million (CA$1.1 billion) this year, but the traditional TV market is still nearly 10 times larger and is expecting only limited declines in the near future, despite all the attention cord-cutting has garnered."
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Over-the-Top (OTT) Subscription Revenues in Canada, 2015-2018 (millions and % change)
Weekly Time Spent with Select Media by Millennials vs. Total Consumers in Canada, Spring 2017 (hours)
Digital Video and TV Viewer Metrics in Canada, 2012-2018
Weekly Time Spent Watching Digital Video Among English-Speaking Adults in Canada, 2013-2016 (hours)
Netflix Subscribers Among English-Speaking Adults in Canada, Spring 2011-Spring 2017 (% of respondents)
Digital Platforms Used by Internet Users in Quebec to Consume Audio/Video Content, Sep 2016 (% of respondents)
Usage and Awareness of Amazon Prime Video Among Consumers in Canada, Spring 2017 (% of respondents)
Connected TV Devices Owned by English-Speaking Adults in Canada, Spring 2013 & Spring 2017 (% of respondents)
How Prevalent Is Cord-Cutting?
Average Weekly Time Spent Watching TV* Among TV Viewers Without Pay TV or a Digital Antenna** vs. Total Consumers in Canada, Fall 2016 (hours)
Pay TV Subscribers in Canada Who Have Used an Alternative/Digital Video Service*, 2015-2017 (% of respondents)
TV Ad Spending in Canada, 2017-2021 (billions of C$ 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)
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