Canada's MTM Survey: exploring the impact of technology on consumer behaviour

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Consumer behaviour in Canada since COVID-19

The Media Technology Monitor (MTM) is Canada’s leading survey in technology ownership and use.

The ever-changing shift in technology continues to impact how consumers behave, not just in what they buy and how they use it, but also their intentions and expectations. Keeping up with these shifts has never been more important. History has shown just how quickly a shift in technology can bring a brand to the top (Netflix) and just as quickly make them disappear (Blockbuster).

Staying on top of these shifts and what they mean for you and your brand is a constant challenge.

MTM Overview

With Media Technology Monitor, we can give you the latest data on Canadians' behaviours and brand preferences around technology filtered by demographic, language or region, for areas such as:

OTT (over-the-top video content)
Smart devices including mobile and smart speakers
Online audio and streaming
Social Networks
News and sports content

The spring 2024 release includes valuable insights on the shifting trends of reducing and cancelling TV service subscriptions, the rise in Connected TV usage, viewership patterns of sports channels, habits surrounding sports betting, co-viewing practices, and much more.

Highlights from the MTM Spring 2024 survey

Connected TVs: Three-quarters of all Canadians own a TV set connected to the Internet. The number of households connecting their TV set to the Internet has continued to grow slowly in the past 5 years (from 63% in Fall 2019 to 76% in Spring 2024).
Changed or Cancelled Subscriptions: In response to rising costs, nearly half (47%) have changed or cancelled a subscription service in the past 6 months. These cancellations could include paid TV services, SVOD subscriptions, Internet service, paid audio streaming services and cellphone service.
Sports Betting: Exposure to sports betting advertisements is prevalent, with 45% of Canadians having seen an ad for sports betting on TV or online in the past month, and this increases to 57% among those who have watched sports content in the past month. More than 1 in 10 Canadians who have seen an ad for sports betting (11%) have actually placed a bet.
Co-viewing: The vast majority of Canadians enjoy watching TV and video content with others, only 11% of Canadians say they never watch content with other people. Co-viewing tends to happen around the largest screen in the home, 87% of Canadians are co-viewing on their TV sets, 27% on a computer, 14% on a tablet and 27% on a smartphone.

Consumer Behaviour