Canada Video Content Consumption Market Report 2021
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Description
“Traditional channels of video entertainment such as cable and satellite continue to steadily decline, as they struggle to compete with the convenience and cost of on-demand internet-based streaming services. However, as consumers expand the repertoire of video streaming services they subscribe to, cost concerns arise. For operators in the video streaming arena, a combination of quality content and tiered pricing schemes and/or discounts on annual subscriptions will generate broader appeal.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour
Key issues covered in this Report
- The impact of COVID-19 on the video entertainment industry.
- How the video entertainment market will fare post-COVID-19.
- Usage of video entertainment sources, subscription to on-demand video streaming services, reasons for not using an on-demand video streaming service and video entertainment behaviours. Additionally, attitudes towards video entertainment are explored.
- The challenges the video entertainment market faces, market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends in the market.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- COVID-19: Canadian context
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on video entertainment services
- Summary
- Figure 1: Short-, medium- and longer-term impact of COVID-19 on video entertainment services, July 2021
- Opportunities
- Amazon Prime Video brings the competition
- More new releases are needed
- Quality over quantity
- Perceived high cost and lack of use are top deterrents
- Rising subscription costs may see some reconsider their services
- Reverting to traditional release schedules
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The Market – Key Takeaways
- The cobbled road to recovery for the Canadian economy
- New Canadians will help drive growth
- Digital platforms will start applying tax to purchases in Canada
- The cobbled road to recovery for the Canadian economy
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Market Factors
- The cobbled road to recovery for the Canadian economy
- Figure 2: Canadian unemployment rate, April 2020-June 2021
- More time at home has meant more TV time
- New Canadians will help drive growth
- Digital platforms will start applying tax to purchases in Canada
- The cobbled road to recovery for the Canadian economy
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Key Players – Key Takeaways
- Social and connected viewing features to flourish post-pandemic
- Lost potential due to account sharing
- Price concerns continue
- Unique shows to captivate new users
- Supporting LGBTQ2S+
- Theatre shutdowns are transforming how movies are released
- Social and connected viewing features to flourish post-pandemic
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Competitive Strategies
- Social and connected viewing features to flourish post-pandemic
- Lost potential due to account sharing
- Price concerns continue
- Unique shows to captivate new users
- Figure 3: Netflix informational email, June 2021
- Figure 4: Starz online ad, June 2021
- Supporting LGBTQ2S+ content
- Figure 5: Disney+ Canada Instagram post, June 2021
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- Figure 6: Crave Instagram post, June 2021
- Social and connected viewing features to flourish post-pandemic
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Market Opportunities
- Theatre shutdowns are transforming how movies are released
- Theatre shutdowns are transforming how movies are released
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The Consumer – Key Takeaways
- Video streaming and linear TV are head to head
- Amazon Prime Video catching up with Netflix
- Perceived high cost and lack of use are main deterrents
- Binge watching has become commonplace
- A third of consumers will reconsider their services if costs rise
- Annual subscriptions can drive pricing down
- Video streaming and linear TV are head to head
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Usage of Video Entertainment Sources
- Video streaming and linear TV are head to head
- Figure 7: Usage of video sources, 2021
- Sports streaming services still struggling to get share
- Men are more inclined towards alternative video sources
- Figure 8: Usage of video sources (select), by gender, 2021
- Older consumers stick to the tried and tested
- Figure 9: Usage of video sources, by age, 2021
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- Figure 10: Select attitudes towards video entertainment (% any agree), by age, 2021
- Parents are a key target group for video streaming brands to gain and maintain
- Figure 11: Disney+ Instagram post, June 2021
- Figure 12: Select attitudes towards video entertainment, by parental status, 2021
- Video streaming and linear TV are head to head
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On-demand Streaming Services
- Amazon Prime Video is catching up with Netflix
- Figure 13: Subscriptions to or plans to subscribe to on-demand streaming services, 2021
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- Figure 14: Amazon Prime Video Instagram post, April 2021
- Certain services draw younger consumers more than others
- Figure 15: OTT streaming services subscribed to, by age, 2021
- Younger consumers are more intent on subscribing to most platforms
- Figure 16: OTT streaming services planning on subscribing to, by age, 2021
- Foreign content to resonate with newer Canadians
- Figure 17: OTT streaming services planning on subscribing to, consumers born in Canada vs not born in Canada, 2021
- Amazon Prime Video is catching up with Netflix
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Reasons for Not Using an OTT Streaming Service
- Perceived high cost and lack of use are main deterrents
- Figure 18: Reasons for not using an on-demand streaming service, 2021
- Older consumers need some convincing
- Figure 19: Reasons for not using an on-demand streaming service, by age, 2021
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- Figure 20: Rogers mobile ad, June 2021
- Perceived high cost and lack of use are main deterrents
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Video Entertainment Behaviours
- Binge watching has become commonplace
- Figure 21: Video entertainment behaviours, 2021
- Canadians are avid binge watchers
- Figure 22: Video entertainment behaviours, by age, 2021
- Trials, free or otherwise, can have some impact
- Rising cost is a concern for some
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- Figure 23: Video entertainment behaviours, 2021
- Younger users need more options to subscribe
- Figure 24: Video entertainment behaviours, by age, 2021
- Binge watching has become commonplace
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Attitudes towards Video Entertainment
- Many would rather not share their accounts
- Figure 25: Technical-related attitudes towards video entertainment, 2021
- Annual subscriptions can drive prices down
- Figure 26: Cost-related attitudes towards video entertainment, 2021
- Over a third would be more excited for traditional release schedules
- Figure 27: Binge watching-related attitudes towards video entertainment, 2021
- Too much content with nothing good to watch
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- Figure 28: Content-related attitudes towards video entertainment, 2021
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- Figure 29: Netflix informational email, June 2021
- Many would rather not share their accounts
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Data sources
About the report
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.
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