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More Than One-Third of Canada Watches Netflix

The number of viewers will exceed 13 million in 2018, including Quebec

August 1, 2018 (New York, NY) – Subscription over-the-top (OTT) video viewership in Canada will grow 9.7% this year to reach 17.4 million. And Netflix will capture more than 75% of those users, equating to 13.3 million viewers, or 36.0% of the population in Canada.*

eMarketer expects the number of subscription OTT viewers in Canada will increase another 7.0% in 2019, but growth will slow to the low single digits by 2022 as the service nears saturation in the market. The increased time spent with online video comes at the expense of linear TV viewing.

“Netflix is the most notable brand associated with subscription video-on-demand [SVOD], an industry that presents new challenges to the broadcast and cable oligopoly in Canada, which has historically operated with little competition from abroad,” eMarketer senior analyst Paul Briggs said. “To compete with Netflix and other international services, the domestic industry is reshaping how it packages content for fragmented viewing across live and linear TV, DVR and set-top box solutions for on-demand viewing.”

Canada lags just slightly behind the US in terms of the percentage of people watching subscription OTT video. We forecast that 51.7% of residents in the US will watch subscription OTT video at least once a month this year, compared with 47.2% for those in Canada. However, the number of OTT services available to consumers in Canada is far fewer that what’s available in the US. Hulu and YouTube TV, for example, do not yet offer services to consumers in Canada.

 

*eMarketer’s forecast of Netflix users in Canada includes Francophones, mainly in Quebec, which have traditionally adopted Netflix less, leading to a lower penetration figure than those that report on the Anglophone population only.

 

Methodology
eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

 

About eMarketer
Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy. eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

 

For more information, contact:
Douglas Clark
PR Director, North America
646-863-8807
dclark@emarketer.com

Posted on August 1, 2018.