Toronto, ON, Thursday, September 28th, 2023Vividata, Canada’s leading media and consumer research firm, today released their latest study results. In field July 2022 – June 2023, Vividata’s SCC | Study of the Canadian Consumer | Fall 2023 is the most comprehensive cross-media, product, attitudinal and brand research study in Canada.

The Fall 2023 Study provides coverage on new consumer trends, such as: newcomers to Canada, connected TVs and streaming versus linear viewing behaviour, price consciousness among consumers, finance and banking, and much more.

A sample of highlights from Vividata’s SCC | Study of the Canadian Consumer | Fall 2023 include:


Connected TVs Continue to gain traction in Canadian Households

Adoption of connected TVs continues its upward trajectory, with an estimated 71% of Canadian adults now enjoying the benefits of at least one such television in their household. This marks substantial growth from 56% in 2021.

At 28%, Samsung claims the top spot as the most owned connected TV brand, followed by LG at 16%. Among those that don’t currently own one, Samsung maintains their top position as the connected TV brand to bring home.

With an increase in connected TV adoption, linear versus streaming viewing behaviour continues to shift. Compared to 23% in 2021, 36% of adults say streaming is the sole way the watch TV, while 28% of adults still only watch linear TV and the remainder do both.

92% of Netflix viewers watch content on a large screen like a connected TV.

Source: Vividata’s SCC | Study of the Canadian Consumer Fall 2023   Base: Total Canada 18+
Small Screen: Watch on Computer/Laptop, Smartphone, or Tablet
Large Screen: Watch on Connected/Smart TV, TV set (excluding Connected/Smart TV), Game Console, Set-Top Box, or Other

Reaching 16.3 million adults, Netflix is the most used streaming service, and 43% of its audience only watch the platform’s content on the large screen (CTV, game console, or set-top box), while 8% only watch on smaller screens (computer/laptop, smartphone or tablet). Amazon Prime secures the second largest streaming audience at 13.4 million, followed by YouTube at 10.9 million. In contrast to paid streaming services like Netflix, Amazon Prime and others, 33% of YouTube viewers are only on small screens, and 11% only on a large screen.


Family and friends are key influencers for purchases made by Canadian Newcomers

An estimated 1.4 million new immigrants aged 18+ settled permanently in Canada within the past 5 years. At an average age of 32, newcomers to Canada are 17 years younger than the average Canadian adult.

Further education is a key driver for many newcomers to settle in Canada, as 28% arrived as international students. Second to international students are 27% who arrived with a work, visitor, or other visa, followed by 17% through a family sponsorship.

While housing is sorted out by a majority of newcomers pre-arrival, just over 3 in 4 only settle on a bank and telecommunications provider post-arrival; and family and friends have the greatest influence on their first choice for both.

Up to 61% of Newcomers turned to family and friends in deciding which bank and telco to use.

Source: Vividata’s SCC | Study of the Canadian Consumer Fall 2023   Base: < 5 years in Canada, 18+

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