Connected TV in Canada: a growing trend

Research

Connected TV in Canada: a growing trend
WHAT IS CONNECTED TV? WHAT IS CONNECTED TV?
DEFINITION

DEFINITION


The concept of "connected TV" refers to all devices and technologies that make it possible to consume multimedia content online, right from the TV screen.

TYPES OF DEVICES

TYPES OF DEVICES


Many devices can be used to access connected TV: smart TVs ("connected TVs"), phones, tablets, video game consoles, media devices.

TYPES OF CONTENT

TYPES OF CONTENT


Connected TV makes it possible to view different types of content: subscription video-on-demand (SVOD), free content with advertising (AVOD), applications, games and more. Connected TV excludes linear TV.

THE WORLD OF OTT (OVER THE TOP) PLATFORMS


Over-the-top (OTT) platforms allow audiovisual content to be distributed over the Internet, by passing traditional cable and satellite TV providers.

SVOD - Subscription video on demand
Examples: Netflix, Amazon Prime Video, Disney+, ICI TOU.TV Extra, Club illico, Hulu, HBO Max, Apple TV.

AVOD - Advertising Video On Demand
FAST - Free Ad-supported Streaming TV
Examples: Youtube, TVA +, Noovo.ca, ICI TOU.TV (non Extra), Tubi.tv, Pluto TV

THE USE OF CONNECTED TV SETS CONTINUES TO GROW
THE USE OF CONNECTED TV SETS CONTINUES TO GROW

THE USE OF CONNECTED TV SETS CONTINUES TO GROW


65% of French speakers use a TV that is connected to the Internet, marking a +4 pts increase between Fall of 2021 and Fall of 2022.

A higher proportion of English speakers use connected TVs, with nearly three quarters of them doing so.

Research Department
Source: Media Technology Monitor (MTM), English and Francophone markets, A18+. Spring 2019 to Fall 2022.

SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET

SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET


They represent 50% of the devices used to connect TV set to the Internet. This popularity can be explained by the fact that the majority of new TVS on the market now come with a built-in Internet connectivity.

SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET.
GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS
GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS

GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS


41% of Internet-connected TV users use a media device(several types of device are possible). Google Chromecast is popular with both French and English speakers. Roku is more popular among anglophones than francophones.

Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month.

6 OUT OF 10 CONNECTED TV USERS ARE UNDER THE AGE OF 50


61% of connected TV users fall within the 18 to 49 age group, although they represent just under half the population – index: 127

The 50+ age group is significantly underrepresented among connected TV users – index: 75.

A25-54 – index: 124

Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.

6 OUT OF 10 CONNECTED TV USERS ARE UNDER THE AGE OF 50, GRAPH: PROFILE BY AGE

PEOPLE WHO USE CONNECTED TVS TEND TO HAVE HIGHER INCOMES


Two-thirds (66%) of connected TV users have a household income exceeding $75,000 - index: 120

Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Excludes don't know and refusal to answer. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.

PEOPLE WHO USE CONNECTED TVS TEND TO HAVE HIGHER INCOMES, GRAPH PROFILE BY HOUSEHOLD INCOME
THE USE OF CONNECTED TV SETS CONTINUES TO GROW

THE USE OF CONNECTED TV SETS CONTINUES TO GROW


65% of French speakers use a TV that is connected to the Internet, marking a +4 pts increase between Fall of 2021 and Fall of 2022.

A higher proportion of English speakers use connected TVs, with nearly three quarters of them doing so.

Research Department
Source: Media Technology Monitor (MTM), English and Francophone markets, A18+. Spring 2019 to Fall 2022.

SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET.

SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET


They represent 50% of the devices used to connect TV set to the Internet. This popularity can be explained by the fact that the majority of new TVS on the market now come with a built-in Internet connectivity.

GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS

GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS


41 % of Internet-connected TV users use a media device(several types of device are possible). Google Chromecast is popular with both French and English speakers. Roku is more popular among anglophones than francophones.

Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month.

6 OUT OF 10 CONNECTED TV USERS ARE UNDER THE AGE OF 50


6 OUT OF 10 CONNECTED TV USERS ARE UNDER THE AGE OF 50, GRAPH: PROFILE BY AGE

61% of connected TV users fall within the 18 to 49 age group, although they represent just under half the population – index: 127

The 50+ age group is significantly underrepresented among connected TV users – index: 75.

A25-54 – index: 124

Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.


PEOPLE WHO USE CONNECTED TVS TEND TO HAVE HIGHER INCOMES


PEOPLE WHO USE CONNECTED TVS TEND TO HAVE HIGHER INCOMES, GRAPH PROFILE BY HOUSEHOLD INCOME

Two-thirds (66 %) of connected TV users have a household income exceeding $75,000 - index: 120

Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Excludes don't know and refusal to answer. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.

CBC GEMCBC GEM

In 2022, Connected TV devices accounted for close to HALF of all Video Content Starts on GEM, and represented 54% of total Time Spent Streaming.

Source: Adobe Analytics, Connected TVs include Set-Top box, Television, Gaming Console used to access GEM content from the GEM website or any of the GEM apps. *IMPORTANT CAVEATS: FireTV App and AndroidTV App did not start reporting until July 2019. Chromecast was underreported between January-March 2020.


ICI TOU.TVICI TOU.TV

CLOSE TO 30% OF ICI TOU.TV VIEWS ARE GENERATED THROUGH A CONNECTED TV

Each month, 3.6 million ICI TOU.TV views are generated on a connected TV.*

Representing 29% of all ICI TOU.TV views.

IMPORTANT

Connected TV apps (e.g., Fire TV, Helix, Roku, LG, Samsung, Android TV, Telus Optik et XBoxOne) are still not included in these results. When they will be added to the measurement, connected TV will contribute even more significantly to ICI TOU.TV results.

Research Department
Source: Adobe Analytics, January 1-April 30, 2023 (monthly average). *Views streamed over a television from one of the following sources: mobile device type = television, set-top box or gaming console, Chromecast or Apple TV (excluding AirPlay).

CBC GEM AND ICI TOU.TV ARE AVAILABLE ON 15 PLATFORMS INCLUDING ROKU, SAMSUNG AND LG.

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