Vividata’s SCC | Study of the Canadian Consumer Fall 2023 Unveils Insights on Connected TVs, Streaming Behaviour, Newcomers and More

CONNECTED TVs, AND LINEAR VS. STREAMING BEHAVIOUR

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.

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.

NEWCOMERS TO CANADA

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.