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Description

Description

Covered in this report

This report explores usage of video sources, devices used to watch video entertainment services, video streaming behaviours, saturation in the subscription market, and attitudes towards digital video. This report also examines the challenges the pay TV and video streaming market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing.

"Canadians are keen consumers of video entertainment with most using cable/satellite pay TV, as well as on-demand streaming services and free streaming services. Free trials motivate consumers to subscribe to paid video streaming services, but at the same time, they may be using such a service to only watch a specific program. Many consumers also feel that subscription services are becoming more expensive, and some will deal with ads if it means that they have access to the service for free. Furthermore, leading sentiment suggests that video streaming provides many appealing features such as higher levels of customization and hosting better content than cable TV."
- Andrew Zmijak, Research Analyst

This report looks at the following areas:

  • Cable and satellite face stiff competition
  • Most recognize subscription services are becoming costlier
  • Consumers can be critical of video streaming

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cable and satellite face stiff competition
            • Figure 1: Usage of video sources, September 2019
          • Most recognize subscription services are becoming costlier
            • Figure 2: Saturation in subscription market (% agree), September 2019
          • Consumers can be critical of video streaming
            • Figure 3: Critical attitudes towards video streaming, September 2019
          • The opportunities
            • Free trials can pull in new subscribers
              • Figure 4: Video streaming behaviours, September 2019
            • Opportunity to attract fathers
              • Figure 5: Saturation in subscription market (% agree), fathers with children under 18 in the household vs overall, September 2019
            • Video streaming has a lot to offer
              • Figure 6: Video streaming service-related attitudes, September 2019
            • What it means
            • The Market – What You Need to Know

              • Population growth and younger Canadians a boon for category
                • New regulations could lead to more Canadian content
                  • Canadians will be cautious with spending habits
                    • Expanding infrastructure projects and their effects
                    • Market Factors

                      • Population growth as well as younger Canadians will boost category
                        • Figure 7: Population growth, high-growth scenario, Canada, 2019-24
                      • Call for new rules could lead to more Canadian content
                        • Canadians will be wary with spending habits
                          • Expanding infrastructure projects and their effect
                          • Key Players – What You Need to Know

                            • The video streaming landscape continues to expand
                              • Positive consumer attitudes towards video streaming
                                • Consumers are experiencing subscription overload
                                  • Price concerns are still there
                                    • Competition ramping up between video streaming brands
                                    • What’s Working?

                                      • The video streaming landscape continues to expand
                                        • Positive consumer attitudes towards video streaming
                                        • What’s Struggling?

                                          • Consumers are experiencing subscription overload
                                            • Figure 8: hayu Canada Instagram post, December 2019
                                          • Price concerns are still there
                                          • What’s Next?

                                            • Competition ramping up between video streaming brands
                                              • Content overload and piracy: the next battle
                                              • The Consumer – What You Need to Know

                                                • Most are still using cable or satellite TV
                                                  • Devices used to watch video content
                                                    • Free trials lead to subscription
                                                      • Most believe subscriptions are getting costlier
                                                        • Video streaming services provide appealing features
                                                        • Usage of Video Sources

                                                          • Most are still using cable or satellite TV
                                                              • Figure 9: Usage of video sources, September 2019
                                                            • Men are more inclined towards online-enabled services
                                                              • Figure 10: Usage of video sources (select), by gender, September 2019
                                                            • Older groups stick to cable
                                                              • Figure 11: Usage of video sources, by age, September 2019
                                                              • Figure 12: Usage of video sources, parents vs non-parents, September 2019
                                                            • Usage of streaming services lacks among Quebecers
                                                              • Figure 13: Usage of video sources, Quebecers vs overall, September 2019
                                                            • What devices are viewers using to watch?
                                                              • Figure 14: Rogers Ignite, acquisition mailing, October 2019
                                                              • Figure 15: Devices used to watch video entertainment, IPTV vs live sports streaming, September 2019
                                                              • Figure 16: Devices used to watch video entertainment from on-demand streaming service, September 2019
                                                              • Figure 17: Devices used to watch video entertainment from free streaming services, September 2019
                                                          • Video Streaming Behaviours

                                                            • Free trials lead to subscription
                                                              • Figure 18: Video streaming behaviours, September 2019
                                                              • Figure 19: Video streaming behaviours, 18-44s vs over-45s, September 2019
                                                          • Saturation in Subscription Market

                                                            • Most think subscriptions are getting pricier
                                                                • Figure 20: Saturation in subscription market (% agree), September 2019
                                                              • Mixed signals coming from younger male users
                                                                • Figure 21: Saturation in subscription market, men 18-44 vs overall, September 2019
                                                              • Fathers are prime targets
                                                                • Figure 22: Saturation in subscription market, fathers with children under 18 in the household vs overall, September 2019
                                                            • Attitudes towards Digital Video

                                                              • Video streaming services provide appealing features
                                                                • Figure 23: Video streaming service-related attitudes, September 2019
                                                                • Figure 24: Karl Conrad Breaks Down Ignite TV vs. Competitors, May 2019
                                                                • Figure 25: Cat and Nat Answer The Top 5 Questions About Ignite TV, May 2019
                                                                • Figure 26: Rogers Ignite, acquisition mail, August 2019
                                                                • Figure 27: Rogers Ignite, informational email, November 2019
                                                                • Figure 28: Video streaming service-related attitudes, by age, September 2019
                                                              • Yearly contracts are not popular
                                                                • Figure 29: Cost-related attitudes towards digital video, September 2019
                                                              • Fewer ads with free online videos would drive up viewership
                                                                • Figure 30: Video viewing-related attitudes, September 2019
                                                                • Figure 31: Video viewing-related attitudes, by age, September 2019
                                                                • Figure 32: Netflix, Wild District, informational email, November 2019
                                                                • Figure 33: Netflix, The Toys That Made Us, informational email, November 2019
                                                              • Some are critical of video streaming services
                                                                • Figure 34: Critical attitudes towards video streaming, September 2019
                                                                • Figure 35: Critical attitudes towards video streaming, by age, September 2019
                                                                • Figure 36: Amazon Prime Video, Tom Clancy’s Jack Ryan, mobile ad, November 2019
                                                                • Figure 37: Netflix Originals, The Crown, mobile ad, November 2019
                                                              • South Asian attitudes towards digital video
                                                                • Figure 38: South Asian* attitudes towards digital video (select), September 2019
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations

                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                      • Market

                                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                      • Consumer

                                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                      • Brand/Company

                                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                      • Data

                                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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