The news: Linear formats still dominate TV time in Canada, especially among older viewers, creating a stark contrast with the US streaming market.

Streaming accounts for just 20% of TV time among Canadian adults, per thinkTV; by contrast, it accounts for 50% of viewing in the US.

• The remaining 80% of TV viewing time goes to linear TV, disproportionately driven by adults over 55, who make up about one-third of the population.
• Adults between 18 and 34 split their time more evenly, with 63% of TV viewing going to linear and 37% to streaming.

Within streaming, YouTube plays a smaller role in Canada than in the US.

• 7% of total TV time goes to YouTube among Canadians over 18.
• In the US, YouTube captures 12.5% of TV viewing time, per Nielsen, the highest percentage among streamers.