The Canadian Video Streaming Audience

2020 Survey of the Canadian Consumer:

36,000+ 40+ 4,000+ 60,000+ Canadians Surveyed Annually Urban Markets Consumer & Media Brands Variables Survey of the Canadian Consumer:

A Complete Picture of Canadians:

Demographics Psychographics Life Events Retail Products Leisure Activities A Complete Media Profile:

Internet & Social TV & Streaming Radio & Streaming Newspapers Magazines Out of Home

Panel to Date

1,700+ 250+ 48 Million+ Total Panelists Days in Data Points Measurement

From August 29, 2019 Streaming Shopping

Websites Apps # of Canadians Watching TV 23 Million Online in an Average Month Spring 2020 +43% in 3 years. 15 Million

Spring 2017

Source: Vividata’s Survey of the Canadian Consumer Spring 2018, 2019 & 2020 Studies Base: Canadians aged 14+, Online activities past month (Watched TV) of Canadians watched any form 94% of video content online on any device in an average month.

of Canadians answered ‘yes’ to personally streaming TV/video 64% online in an average month.

of Canadians report watching 53% TV or video through SVOD services.

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, ‘watched any form of video’ = long form, short form, TV, YouTube on any device in the past 30 days % SVOD Penetration by Region

Anglophones: 56% Penetration British Francophones: 41% Penetration Columbia Prairies 56% Québec 54% Ontario 41% 57% 55% Atlantic

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Watch TV with subscription services HH Status of Streaming Service Users

46% 16% 37% 8% Index (120) Index (75) Index (129) Index (55)

HH With Kid(s) Couples No Kid(s) Single Adults Empty Nesters

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Watch TV with subscription services 10 SVOD Penetration by Generation % Reach by Generation

68% 68% 53% 55% 38% 30% (129) (128) (104) (73) (57)

Canadians 14+ Gen Z Gen Y Gen X Baby Boomers Pre-Boomers (1996-2006) (1980-1995) (1966-1979) (1946-1965) (before 1946)

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Watch TV with subscription services SVOD Penetration by Generation % Composition by Generation

% of Canadian Population Gen Z 13% % of SVOD Service Users (born 1996-2019) 17%

Gen Y 25% (born 1980-1995) 32%

Gen X 22% (born 1966-1979) 23%

Baby Boomers 34% (born 1946-1965) 25%

Pre-Boomers 6% (born before 1946) 3%

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Watch TV with subscription services SVOD Penetration by Generation % Composition by Generation

% of Canadian Population Gen Z 13% % of SVOD Service Users (born 1996-2019) 17%

Gen Y 25% (born 1980-1995) 32%

Gen X 22% (born 1966-1979) 23%

Baby Boomers 34% (born 1946-1965) 25%

Pre-Boomers 6% (born before 1946) 3%

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Watch TV with subscription services % Agree: Index: “Online TV streaming Canadians 14+ 43% 100 Gen Z services have (1996-2006) 59% 138 Gen Y changed the (1980-1995) 57% 132 Gen X way (1966-1979) 45% 105 I watch Baby Boomers (1946-1965) 29% 67 television.” Pre-Boomers (born before 1946) 20% 48

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+ Reported Time Spent Streaming Video in an Average Week by Generation

Gen Y Gen X Baby Boomers Canadians 14+ Gen Z Pre-Boomers (1996-2006) (1980-1995) (1966-1979) (1946-1965) (before 1946)

4h 55m 5h 39m 5h 26m 4h 37m 4h 16m 4h 20m

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Average time spent streaming TV/video in past 7 days Binge Watching by Generation

Binge Watch at Least Once a Week Binge Watch at Least Once a Month

71% 72% 61% 63% 53%

39% 35% 33%

24% 23% 17% 11%

Totals Gen Z Gen Y Gen X Baby Boomers Pre-Boomers (1996-2006) (1980-1995) (1966-1979) (1946-1965) (before 1946)

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Binge Watch: Personally watched 3+ episodes of the same show in one sitting VOD Services Used in an Average Week

38% 38%

11% 4% 4% 3% 3% 7% 2% 2% 1%

Netflix YouTube Amazon CraveTV iTunes/ Roku CBS Facebook Club illico illico CBC Gem Prime Apple TV Watch

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Online viewing services personally use (excludes YouTube, Vimeo, TV/Video On Demand, and Other) Note: Disney Plus and YouTube Premium are not yet reported by Vividata. CBC Gem = Service provider used in household, among those that used any VOD service in the past week. VOD Services Used in an Average Week

38% 38%

11% 4% 4% 3% 3% 7% 2% 2% 1%

Netflix YouTube Amazon CraveTV iTunes/ Roku CBS Facebook Club illico illico CBC Gem Prime Apple TV Watch

38% 38%

11% 4% 4% 3% 3% 7% 2% 2% 1%

Netflix YouTube Amazon CraveTV iTunes/ Roku CBS Facebook Club illico illico CBC Gem Prime Apple TV Watch

Gen Z Teens Gen Y Gen X Baby Boomers Pre-Boomers (1996-2006) (1980-1995) (1966-1979) (1946-1965) (before 1946)

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Online viewing services personally use (includes duplication) (excludes Vimeo) Note: Disney Plus and YouTube Premium are not yet reported by Vividata. Share of General VOD Viewing by Generation Based on Audience Size Other CBC GEM Illico Club illico Facebook watch Roku iTunes/Apple TV Video on Demand CBS CraveTV Amazon Prime Netflix YouTube

Gen Z Teens Gen Y Gen X Baby Boomers Pre-Boomers (1996-2006) (1980-1995) (1966-1979) (1946-1965) (before 1946)

Netflix Disney+ Prime Video Panelist Searches Panelist

January Februray March April May

Source: Metrica Digital Measurement Panel Base: January – May 31, 2020 Top VOD Services Among Panelists Websites: Apps: 1 1 2 2 3 3 4 4 5 5

Source: Metrica Digital Measurement Panel Base: August 29, 2019 – June 1, 2020 YouTube Monthly Trend by Content Type

65%

60% Music

55% Howto & Style

50% Education

45% News & Politics 40%

35% Percent of Panelists that AccessedYouTube that Panelists of Percent

30% January February March April May June

Source: Metrica Digital Measurement Panel Base: January – June 30, 2020 YouTube Monthly Trend by Content Type

65%

60% Music

55% Howto & Style

50% Education

45% News & Politics 40%

35% Percent of Panelists that AccessedYouTube that Panelists of Percent

30% January February March April May June

Source: Metrica Digital Measurement Panel Base: January – June 30, 2020 YouTube Monthly Trend by Content Type

65%

60% Music

55% Howto & Style

50% Education

45% News & Politics 40%

35% Percent of Panelists that AccessedYouTube that Panelists of Percent

30% January February March April May June

Source: Metrica Digital Measurement Panel Base: January – June 30, 2020 YouTube Monthly Trend by Content Type

65%

60% Music

55% Howto & Style

50% Education

45% News & Politics 40%

35% Percent of Panelists that AccessedYouTube that Panelists of Percent

30% January February March April May June

Source: Metrica Digital Measurement Panel Base: January – June 30, 2020 % Change in Daily Use of SVOD Services Pre COVID-19 to During COVID-19 Websites: Apps:

+78% +32%

Source: Metrica Digital Measurement Panel Base: Pre-COVID = Jan 1-March 17, 2020 | During COVID = Mar 18 -June 1, 2020 Captured Sessions & Time Spent with Netflix.com

Average Sessions Average Minutes Per Month Per Session January 20 38 February 21 37 March 20 39 April 23 49 May 25 44

Source: Metrica Digital Measurement Panel Base: January – June 30, 2020 Captured Sessions & Time Spent with YouTube.com

Average Sessions Average Minutes Per Month Per Session January 13 133 February 13 152 March 10 123 April 19 115 May 18 151 June 15 128

Source: Metrica Digital Measurement Panel Base: January – June 30, 2020 Long/Short Form Video Streaming

% of Canadians that % of Canadians that watch Short Form Videos watch Long Form Videos (under 21 minutes) (over 21 minutes) in an average month. in an average month.

76% 65%

Source: Metrica Digital Measurement Panel Base: Pre-COVID = Jan 1-March 17, 2020 | During COVID = Mar 18 -June 1, 2020 Long/Short Form Streaming by Device

Devices used to watch Devices used to watch SHORT FORM videos: LONG FORM videos:

Computer Only

29% 34% Both Computer 37% + Mobile

Mobile Devices 52% Only 19% 29%

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Watched ‘long form’ / ‘short form’ videos in the past 30 days Types of Content Typically Watch Online

Movies 39% 48% Television Programs 32% 36% Comedy 24% 38% News 17% 13% 15% Music Videos 26% 14% Instructional/"How To" 15% 13% Influencers 28% 12% Sports 14% 9% Gaming 22% 7% Reality TV 10% Canadians 14+ 6% Reviews 11% Under 25 eSports 4% 9%

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+ Types of Content Typically Watch Online

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+ 28%

of streaming service users own a Smart TV. (Index 115)

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+, Personally used to watch/stream/download Netflix, CraveTV, iTunes/Apple TV, Amazon Prime -past 7 days . Note: Disney+ and YouTube Premium are not yet reported by Vividata. Devices Used to Watch Videos Online in an Average Week

35% 29% 26% 18% 10%

Computer Smart TV Smartphone Tablet Set Top Box

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+ % agree: Index:

“Because of Canadians 14+ 23% 100 online TV Gen Z 34% 144 streaming I now (1996-2006) Gen Y 32% 139 watch more (1980-1995) Gen X 22% 95 television than (1966-1979) Baby Boomers 15% 66 I used to.” (1946-1965) Pre-Boomers (born before 1946) 12% 51

Source: Vividata’s Survey of the Canadian Consumer Spring 2020 Study Base: Canadians aged 14+ Trusted Intelligent Timely

www. vividata.ca @VividataCanada

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