Video-on-demand in Canada – statistics & facts

While watching traditional television is still very popular among Canadians, video-on-demand has been rising in popularity recently. A survey from June 2021 found that a slightly larger share of Canadian respondents preferred SVOD services, such as Netflix and Amazon Prime Video, over live TV broadcasts. In addition to that, the outbreak of the coronavirus pandemic also caused more viewers to pivot towards streaming services as audiences started to look for broader content catalogs while confined at home. Meanwhile, the absence of big sports events and other popular pay TV broadcasts further reduced the appeal of this entertainment format. Over 500,000 households cut their cord or never had one by the end of 2020 – the highest figure since 2014.

Who is streaming what?

Even though the reach of traditional television is rising with age and cord-cutting is more common among young audiences, older generations have also been joining the streaming trend recently, albeit at a slower pace. A survey from July 2021 found that over two in three baby boomers interviewed streamed video, compared with over 90 percent of Gen Z and millennial consumers.

Subscription video-on-demand (SVOD) generates the most revenue in Canada and the United States compared with other over-the-top streaming options. And yet, there is also a noticeable trend towards ad-supported content (AVOD). Not only are AVOD viewers more likely to cut the cord compared with SVOD users, but they are also streaming more on a weekly basis.

A competitive market

With the growing importance of the ad-supported streaming market in Canada, the battle to win and retain video streaming viewers is intensifying. In addition to the most viewed global SVOD players – Netflix, Disney+, and Amazon Prime Video – as well as Bell Media’s platform Crave, consumers can also choose from several AVOD services. YouTube was the most popular advertising-based platform in the country as of April 2021, followed by Tubi and Canada’s networks CTV and GEM – a ranking that highlights the increasing influence of non-U.S. based services.

Interesting statistics

In the following 4 chapters, you will quickly find the 25 most important statistics relating to "Video-on-demand in Canada".

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