80% of Anglophone Canadians now watch online video: MTM

Online video consumption reaches 9.8 hours per week

Online video is becoming “increasingly ubiquitous,” according to the latest report from Media Technology Monitors, with 80% of Anglophone Canadians 18+ now watching some form of video on a monthly basis – up from 69% four years ago.

Seventy per cent of Anglophones watch YouTube videos, followed by TV shows or clips (49%), newscasts and programs (47%), full-length movies (43%) and sports highlights and events (37%).

While YouTube consumption continues to increase, the pace has slowed in recent years. However, YouTube remains by far the most popular online video site, attracting 92% of online video viewers – more than five times the amount of its nearest rival, Vevo (18%).

Nearly a quarter (22%) of YouTube users access the site several times a day, with 27% using it once a day or almost every day.

At the same time, the report says longer video content is “quickly gaining ground,” with 43% of Anglophones indicating they have watched a full-length movie online – nearly triple the number from 2011.

The report identifies Netflix as one of the key drivers of increased video consumption, with 47% of Anglophones subscribing to the over-the-top streaming service as of fall 2015 (up from 39% in 2014 and 29% in 2013).

Not surprisingly, Netflix adoption varies widely by age and household income, with 68% of Anglophones 18-34 subscribing to the service, compared to 53% of adults 35-49 and 37% of adults 50-64.

Its penetration is highest among individuals with a household income of $200,000 or more, used by 71% of that particular consumer segment. Alberta boasts the country’s highest Netflix subscription rate, 55%, while 45% of Ontarians subscribe to the service.

The typical Anglophone now consumes an average of 9.8 hours of online video in a typical week, up from 8.2 hours in 2014 and 7.2 hours in 2013.

Streaming video now trails only sending and receiving email as the most popular online activity, and is “ubiquitous” among young adults and students – with 97% and 98% respectively watching in a typical month.

Males are also more likely to watch online video than females (85% versus 79%), as are those with higher household incomes – including 93% of people with an annual income of $100,000 and over.

While 97% of people with connected TVs are watching online video, the computer remains the most popular method for watching. However, three of every five online video viewers now watch from a smartphone, compared to less than half a year earlier.

Half of Anglophones now watch TV online, with 40% watching full-length TV shows. However, half of Anglophones still rely exclusively on a TV set, while just 10% watch online exclusively.

Online news is also gaining in popularity, with 47% of Anglophones consuming this type of content, up from 32% the previous year. The report says some of the growth could be attributed to coverage of last year’s federal election and the fact that several leaders debates were exclusively broadcast via the internet.

The report is based on a fall 2015 telephone survey of 4,009 Anglophones (including 801 cell-phone only) conducted between Oct. 8 and Dec. 6, and are considered accurate within plus or minus 1.5% 19 times out of 20.


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