While watching traditional television is still very popular among Canadians, video streaming has been rising in popularity in the last few years. A survey released in May 2023 found that a larger share of Canadian respondents preferred video streaming services, such as Netflix and Amazon Prime Video, over live TV broadcasts. Since the onset of the coronavirus pandemic, more viewers than ever pivot towards streaming services as audiences started to look for broader content catalogs. While the share of U.S. and Canadian consumers interested in cutting the cord reached its highest figure in the fourth quarter of 2022, the number of digital video viewers in Canada is expected to further grow to over 30 million by 2026.
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 2023, followed by Canada’s networks Global News, CTV, and GEM – a ranking that highlights the increasing influence of non-U.S.-based services.
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