Video-on-demand in Canada – statistics & facts

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.

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