Report Collection | Sep 19, 2019

Digital Video 2019

Canada

by  Paul Briggs

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Executive Summary

Digital video's share of time spent compared with traditional TV is higher in Canada than in any other country in our forecast this year. In addition to a high level of adoption of free video services like YouTube, subscriptions to over-the-top (OTT) services like Netflix are driving digital viewing to even greater levels.

How many digital video viewers are there in Canada, and how does that compare with TV viewership?

This year, more than 25 million people will watch digital video at least monthly in Canada, which equates to more than two-thirds of the population. TV’s reach is still supreme, but video is becoming a viable alternative for long-form programming.

What is mobile’s share of digital video viewing?

Almost half the population watches video on mobile devices. There will be 16.5 million smartphone video viewers in Canada this year, accounting for the vast majority of mobile phone video viewing.

What are the most watched digital video platforms in Canada?

YouTube is the leading digital video platform in Canada, but OTT services are becoming popular destinations, as well. Netflix accounts for the bulk of OTT viewing, but other services like Amazon Prime Video and homegrown services like Crave have gained significant subscribers.

What types of content do viewers expect from video services?

TV shows and movies are the primary types of content for video, but sports is also a key category. Sportsnet Now, TSN Direct and international streamer DAZN have expanded their programming to meet a growing appetite for streaming live sports.

How does consumption of digital video in Quebec compare with English-speaking Canada?

Adoption of Netflix in Quebec is lower than the rest of Canada, partly as a consequence of limited French language content on the platform. Francophones have local options, however, in Videotron’s Club Illico and ICI Tou.tv from Radio-Canada (the Canadian Broadcasting Corporation’s French language arm).

WHAT’S IN THIS REPORT? This report examines the digital video market in the Canada, based on our digital video forecast. It also examines distinct aspects of digital video viewing in Canada.

KEY STAT: Almost two-thirds of Canada’s population watches digital video, which is almost twice as much as the worldwide average.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Overview of Our Digital Video Viewer Numbers for Canada
  3. Canada’s Digital Video Landscape
  1. Key Takeaways
  2. eMarketer Interviews
  3. Sources
  1. Media Gallery

Interviewed for This Report

Eric Blais
Headspace Marketing, Inc.
President
Interviewed August 20, 2019
Norm Lem
DAZN Canada
Senior Vice President of Revenue
Interviewed August 16, 2019
Kristie Painting
Wavemaker Canada
CEO
Interviewed August 13, 2019
David Phillips
nLogic
President, COO
Interviewed August 21, 2019
Irene Berkowitz
Ryerson University Audience Lab
Policy Research Fellow
Interviewed July 26, 2019

authors

Paul Briggs

Contributors

Angela Kim
Senior Researcher
Monica Peart
Senior Director, Forecasting