IP disguising, second screen viewing now commonplace: MTM

Nearly one-third of Canadian Netflix users are accessing the U.S. version

Media Technology Monitor has released its new Top 5 Sneak Peek report, providing a snapshot of new and emerging Canadian media habits. The findings are based on a survey of 8,004 respondents from all regions of Canada, and are considered accurate within plus or minus 1.1% 19 times out of 20.

1. American IP usage is widespread
Nearly 30% of Canadian Netflix users (29%) admit to using an American IP address to access the U.S. version of the streaming video-on-demand service, which offers more content than its Canadian equivalent.

In addition, 40% of Canadian Netflix users are also using a U.S. IP address to access American content other than Netflix.

2. Google Chromecast is making inroads
While Apple TV has a sizeable head start in the market, 3% of Canadians now own a Google Chromecast. Introduced to Canada in March 2014, Chromecast enables users to wirelessly stream content from Netflix, YouTube and Hulu to their TV.

Those who have purchased Chromecast are avid users, with 87% saying they use the device to connect their TV to the internet (compared with 83% of Apple TV owners).

3. The Second Screen
More than half of online Canadians (57%) are now engaging with TV online; 81% say they use the internet while watching TV, with 42% saying they do it often or almost always.

Among those engaging with TV online, 64% said they have looked up information about a program while watching, while 51% said they have “liked” a show on Facebook. More than one-third (35%) said they have researched a product they saw in a TV commercial.

4. Online content creators
Approximately 60% of online Canadians 18+ have created online content (defined as posting or commentating on a blog, posting photos, uploading videos, commenting on a news story or article, or writing a review).

The most popular form or online content creation is posting a photo, with more than 82% of Canadians having done so. More than one-third of Canadians 18+ (35%) have uploaded a video, while 34% have commented on a news story or article. Approximately 15% of Canadians have written a review of a movie, hotel, restaurant etc.

5. Newspaper subscriptions are still largely print-based
While 19% of Canadian households subscribe to a daily newspaper, nearly half of all subscriptions (43%) belong to people 65 and over, with 23% belonging to people 50-64.

More than two-thirds of subscribers (67%) have a print-only subscription, while 22% subscribe to both a print and online edition. Only 11% of subscribers have an online subscription only.

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