Canada Streaming Video 2018

Canada Streaming Video 2018

As Consumers Adopt OTT, ‘Netflix Tax’ Proposed to Ease Pressures on Local Players

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About This Report
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.

Streaming video in Canada has emerged rapidly as an alternative to linear TV for consumers. The medium is now a fixed part of the entertainment menu, judging by data quantifying consumer time spent with video and growing over-the-top (OTT) service revenues. To gain a share of that growing market, domestic players are introducing new OTT services to compete with international players like Netflix and Amazon.

  • Streaming video is also described in the media as OTT and subscription video-on-demand (SVOD). We forecast the number of subscription OTT video viewers in Canada will reach 17.4 million this year—more than 13 million of who will be Netflix viewers. The service is the most notable brand associated with SVOD, an industry that presents new challenges to the broadcast and cable oligopoly in Canada, which has historically operated with little competition from abroad.
  • The government of Canada announced a review of broadcast and telecommunications legislation in 2018, partly aimed at regulating OTT services to generate funding for Canadian productions. Response from local industry has been supportive, but proponents of internet-based video distribution suggests it’s the wrong approach.
  • Some say this expanded regulation is overdue, pointing to rapid adoption of OTT services and cord-cutting, which makes the future performance of media companies in Canada less clear.
  • 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.

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10charts

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8expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. The ‘Netflix Tax’ and Regulating Streaming Video
  2. Shifting Consumer Habits
  3. Streaming Services Landscape
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Sameer Bandeali
Maple Leaf Foods
Digital Marketing and Ecommerce Leader
Interviewed June 15, 2018
Michael Geist
University of Ottawa
Canada Research Chair, Internet and Ecommerce Law
Interviewed June 12, 2018
David Beland
Dentsu Aegis Network
Vice President, Consumer Insights
Interviewed June 12, 2018
Cheryl Burt
Bayer Consumer Health
Vice President, Marketing, Innovation and Digital Strategy
Interviewed June 12, 2018
Kathy Gardner
ThinkTV
Vice President, Policy
Interviewed June 14, 2018
Kenneth J. Goldstein
Communications Management Inc.
President
Interviewed June 7, 2018
Stephan Lukac
Best Buy Canada
Senior Marketing Manager
Interviewed June 13, 2018
Michka Mancini
Rogers Media
Vice President, Digital Sales, Innovation and Emerging Media
Interviewed June 20, 2018

authors

Paul Briggs

Contributors

Sean Creamer
Reporter
Angela Kim
Senior Researcher
Paul Verna
VP, Multimedia