TV Still Preferred But OTT Catching Up Fast In Canada

TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio. Data cited by Thinktv (formerly the Television Bureau of Canada) from Numeris, Infosys TV, NLogic and comScore indicates TV still has the widest daily reach in Canada, more than 10 percentage points ahead of the internet.

Overall, 89.3% of consumers in Canada watched at least 1 minute of TV every day between 2014 and 2015. That compared to 79.0% who used the internet with the same frequency from May through July 2015. Though TV’s reach was highest among consumers ages 55 and older, consumers 18 to 24 were more likely to watch than older millennials or Gen Xers, in line with the average. When it came to the OTT platforms, however, daily reach was highest among those same groups, with 18- to 49-year-olds as a whole enjoying 91.0% penetration while the 18-to-24 subgroup had just 79.0% penetration.

Source : eMarketer