According to our latest forecast, a record number of US consumers will have pulled the plug on pay TV by the end of this year. In order to slow the viewer exodus, traditional TV providers are teaming up with an unlikely partner: OTT services.

How large is the market for subscription video services like Netflix and Amazon Prime, and what impact are they having on the pay TV sector? In today’s “Behind the Numbers,” eMarketer analysts and forecasters dig into the latest forecasts and discuss the factors that are changing the ways consumers watch video.

eMarketer expects there will be 13.3 million Netflix viewers in Canada this year, with viewers defined as individuals who watch Netflix via the app or website at least once per month. That figure is up 9.6% year over year.

As Netflix and other OTT video services gather momentum, Canada’s cable industry and policymakers are responding with action, including the launch of a variety of services over the past few years.

How are video viewing habits changing around the world, and how big a presence is Netflix? In the latest episode of “Behind the Numbers,” eMarketer’s Shelleen Shum discusses global video trends, intriguing regional patterns and the importance of local language content.

Sameer Bandeali, digital and ecommerce marketing manager for Maple Leaf Foods, discusses why the company is reshuffling its ad spend to include video-on-demand advertising in 2019.

Nearly 765 million people across the globe will use a subscription over-the-top video service at least once per month this year, according to our latest forecast. This total will represent 10.2% of the global population and 32.1% of digital video viewers.

YouTube, Facebook and Twitter, responding to marketers’ alarm over brand safety concerns, are ramping up efforts to block offensive content and prove they can be transparent about the process. Here’s how it’s working.

Kristin Wozniak, vice president of analytics and insight at Wavemaker, discusses Canada's media streaming market and millennials' consumption habits.

Growing numbers of internet users in France and Germany now watch digital video, stream music and play games online. Younger people are leading this digital charge, while many older residents are more loyal to traditional media.

UK consumers are increasingly consuming quality, long-form digital video content, often on TV sets. Marketers’ heads are being turned, and they’re seeking placements in similar environments.

Digital video spending is growing on both ad-supported and subscription-based platforms, while TV ad spending will decrease for the first time since the Great Recession. Time spent on each of those mediums is following similar patterns.

US subscription-based video providers are growing their user bases and revenues as audiences move from traditional pay TV toward digital services they consider more affordable and flexible.