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Pay TV and Bundled Communication - Canada - October 2019

"As Canadians move away from traditional pay TV like cable/satellite and towards video streaming services, competition is ramping up in this arena providing more choice than ever. Cost savings is top of mind among consumers when it comes to bundling, and thus will come to be expected. An expansion in options such as ‘skinny packages’ and ‘pick-and-pay’ channels can drive down costs and give consumers what they want without all the fluff. Ultimately, pay TV service providers will do well in attracting new consumers and maintaining loyalty among current users by providing a wide array of content, quality programming, stable service and decent pricing schemes."
- Andrew Zmijak, Research Analyst

This Report will cover the following areas:

  • Cable/satellite is threatened by streaming services
  • Low pricing and flexibility will draw non-subscribers
  • Top consumer sentiment points to cost-sensitivities
  • Younger groups inclined towards non-traditional pay TV
  • Most bundle pay TV with home internet
  • Consumers are attracted to specific content

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cable/satellite is threatened by streaming services
            • Figure 1: Pay TV usage, August 2019
          • Low pricing and flexibility will draw non-subscribers
            • Figure 2: Subscribing cord-cutters and cord-nevers, top five motivating factors, August 2019
          • Top consumer sentiment points to cost-sensitivities
            • Figure 3: Cost-related attitudes toward pay TV and bundling (% any agree), August 2019
          • The opportunities
            • Younger groups inclined towards non-traditional pay TV
              • Figure 4: Pay TV usage, 18-44s vs over-45s, August 2019
            • Most bundle pay TV with home internet
              • Figure 5: Top three Bundled services, August 2019
            • Consumers are attracted to specific content
              • Figure 6: Select TV-related behaviours, August 2019
            • What it means
            • The Market – What You Need to Know

              • Population growth and younger cohorts will benefit the category
                • CRTC’s wholesale rates
                  • The financial state of Canadians may affect pay TV subs
                  • Market Factors

                    • Population growth and younger cohorts will benefit the category
                      • Figure 7: Population growth, high-growth scenario, Canada, 2019-24
                    • CRTC’s wholesale rates
                      • Significant ownership of mobile devices bodes well for pay TV services
                        • The financial state of Canadians may affect pay TV subs
                        • Key Players – What You Need to Know

                          • Promoting original content
                            • Fast and reliable internet is in demand
                              • Advertising tech features that enhance the user experience
                                • Video streaming services continue to sprout
                                  • Increasing pay TV subscription costs
                                    • Infrastructure projects ramping up reach of high-speed internet
                                    • Marketing and Advertising

                                      • Promoting original programming
                                        • Figure 8: Amazon Prime Video, mobile ad, September 2019
                                        • Figure 9: Netflix, informational email, September 2019
                                      • Fast speed and reliability is what consumers want
                                        • Figure 10: Bell, acquisition mailing, September 2019
                                      • Marketing the utilization of tech to enhance the user experience
                                        • Figure 11: Shaw – BlueCurve, online ad, July 2019
                                        • Figure 12: Shaw – BlueCurve, online ad, July 2019
                                        • Figure 13: Telus, informational email, July 2019
                                    • What’s Working?

                                      • Video streaming services continue to sprout
                                        • Certain content draws consumers
                                        • What’s Struggling?

                                          • Increasing pay TV subscription costs
                                            • Value lacking from cable/satellite
                                            • What’s Next?

                                              • Infrastructure projects ramping up reach of high-speed internet
                                                • Enhancing the viewing experience
                                                • The Consumer – What You Need to Know

                                                  • The internet is most commonly accessed via cable
                                                    • Netflix nearly neck and neck with cable/satellite TV
                                                      • Most bundle cable/satellite TV with their home internet
                                                        • Certain TV shows drive consumers to subscribe
                                                          • Low prices can capture new subscribers to pay TV
                                                            • Leading sentiment displays cost-sensitivities
                                                            • Home Internet and pay TV usage

                                                              • The internet is most commonly accessed via cable
                                                                • Figure 14: Internet at home usage, August 2019
                                                              • Age and region affect type of internet access used
                                                                • Figure 15: About ROAMING MAN Travel Pocket Wi-Fi, May 2018
                                                              • Netflix nearly neck and neck with cable/satellite TV
                                                                  • Figure 16: Pay TV usage, August 2019
                                                                • Older groups holding on to traditionally pay TV
                                                                  • Figure 17: Pay TV usage, 18-44s vs over-45s, August 2019
                                                                  • Figure 18: Pay TV usage, parents of children under 18 in the household vs overall, August 2019
                                                              • Bundled Services

                                                                • Most bundle cable/satellite TV with their home internet
                                                                    • Figure 19: Bell Fibe, online ad, September 2019
                                                                    • Figure 20: Bundled vs paid for separately services, August 2019
                                                                • TV-related Behaviours and Satisfaction

                                                                  • Certain TV shows drive consumers to subscribe
                                                                      • Figure 21: TV-related behaviours (% agree), August 2019
                                                                      • Figure 22: Select TV-related behaviours (% agree), by gender, August 2019
                                                                    • Habits vary depending on age
                                                                      • Figure 23: TV-related behaviours, 18-44s vs over-45s, August 2019
                                                                      • Figure 24: This Is How You #IgniteEveryday, April 2019
                                                                      • Figure 25: TV-related behaviours (% agree), by parental status, August 2019
                                                                  • Non-subscribers

                                                                    • Low prices can capture new subscribers to pay TV
                                                                      • Figure 26: Subscribing cord-cutters and cord-nevers, top five motivating factors, August 2019
                                                                    • A small share is motivated by on-demand streaming
                                                                        • Figure 27: Subscribing cord-cutters and cord-nevers, streaming service-related motivational factors, August 2019
                                                                      • Moving away from hardware to watch pay TV
                                                                        • Figure 28: Subscribing cord-cutters and cord-nevers, hardware/software-related motivational factors, August 2019
                                                                      • Motivating TV non-subscribers to subscribe
                                                                        • Figure 29: TURF Analysis – Subscribing cord-nevers and cord-cutters, August 2019
                                                                        • Figure 30: Table – TURF Analysis – Subscribing cord-nevers and cord-cutters, August 2019
                                                                      • Methodology
                                                                      • Attitudes toward Pay TV & Bundling

                                                                        • Leading sentiment displays cost-sensitivities
                                                                          • Figure 31: Cost-related attitudes toward pay TV and bundling (% any agree), August 2019
                                                                        • Most are binge-watching
                                                                          • Figure 32: TV-watching attitudes (% any agree), August 2019
                                                                        • Consumer interest lies in fast Internet and “skinny” pay TV packages
                                                                          • Figure 33: Interest in TV and Internet services (% any agree), August 2019
                                                                        • Current TV content is resonating with many
                                                                          • Figure 34: Select attitudes toward pay TV, Internet and bundling (% any agree), August 2019
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                Pay TV and Bundled Communication - Canada - October 2019

                                                                                £3,435.47 (Excl.Tax)