While many claim that linear TV is on its last legs, the reality is far from it. The video landscape in Canada is indeed evolving, with 76% of Canadian adults now subscribing to SVOD services(1). However, 61% of Canadians still hold onto paid TV subscriptions, with just under half subscribing to both linear and digital viewing options.
The importance of linear TV
Understanding the significance of linear TV is crucial in today's evolving video landscape. While subscription numbers may suggest a shift towards digital platforms, Numeris’ Cross-Platform Video Audience dataset (VAM) provides a more comprehensive view of video viewing habits in Canada. The data from May to July 2024 reveals that 68.2% of adult viewership across Ontario and Quebec is dedicated to linear TV, with the remainder spread across various digital platforms, including YouTube.
MTM respondents highlight two key reasons for maintaining both types of services: access to essential news and sports content. With this year's exhilarating hockey season, the Olympics, and a significant election, linear TV continues to play a vital role in Canadian households, offering a unique blend of entertainment and information.
At NLogic, we offer a multitude of tools for delving into video viewing habits:
- Lens Video Planner serves as our cutting-edge cross-platform reach and frequency calculator for Total Video strategies.
- Lens for TV provides an effortless way to access key linear TV statistics.
- InstarTV enables a deeper exploration of linear TV audience behaviours.
- InstarVAM taps into the Numeris VAM dataset to unveil a comprehensive view of video consumption.
- Conex stands as our API solution for seamless access to linear TV data for your analytical needs.
After every TV season, we use Conex to craft a comprehensive audience analysis report for our clients, granting them swift and convenient access to the most up-to-date television viewing trends in Canada. This valuable resource can be easily accessed through the Lens platform. Here are some key highlights from our latest report:
Summer 2024 TV viewing overview
- This period of analysis included the Stanley Cup Finals between Edmonton Oilers and Florida Panthers where almost 17m Canadians tuned into the final game.
- The Paris Olympics also took place this summer with almost 70% of Canadians tuning into at least a minute of Olympics TV coverage. Our Lens for TV subscribers can find more details of this on the TV Insights dashboard here
- On average, Canadians watched 14.7 hours of TV per week - a 5% drop compared to last summer. However, Quebec Franco still has the heaviest viewing with Canadians watching on average 20.1 hours per week.
- Average viewing hours per week for younger audiences does not show the same overall decline across Total Canada with 18-34s only down 1% year on year and teens aged 12-17 up 5%.
- 33.6% of all viewing was to Canadian conventional stations, an increase of 11% percentage points compared to last summer.
Summer 2024 station & program highlights
- As with the previous two seasons, TVA Total is the most watched station for Canadians aged 2+ with 5.8% share of viewing across all Canada and 20.8% share in the Quebec Franco market.
- However, Olympics coverage has helped CBC Total share of viewing in Anglo Canada rise from 3.7% last summer to 7.1% this summer.
- As with previous seasons, Sportsnet and TSN remain the top 2 Canadian specialty stations across Total Canada. CTV Drama was in 4th spot compared to 10th during the spring.
- When looking at conventional station shows with 3 or more airings over this period the Stanley Cup Finals took the top spot with an average audience of 1.55m Ind2+ and 93% of the viewing happening live.
- In the franco markets Survivor Quebec was the most watched show followed by Les Traîtres.
Top 10 Canadian TV shows for spring 2024
(Anglo Canada)
- Stanley Cup Finals (CBC Total)
- The Amazing Race Canada (CTV Com)
- Paris2024 Daytime (CBC Total)
- CTV Evening News (CTV Com)
- America's Got Talent (Citytv Total)
- Sullivan's Crossing (CTV Com)
- Big Brother (Global Total)
- Global News 6 Weekend (Global Total)
- NHL Playoffs Round 3 (CBC Total)
- Paris2024 Primetime (CBC Total)
Source: Numeris TV PPM data May 27th - August 25th, 2024, Ind 2+, Anglo Canada, conventional stations only, based on consolidated AMA and programs with 3+ airings
To access this report please get in touch with your Account Executive
(1) MTM Spring 2024 18+ survey
