STUFF WE WATCH UNDERSTANDING CANADIAN VIDEO CONSUMPTION HABITS There isn’t a week that goes by where we aren’t chatting about the latest TV show that we watched with our family, our friends, or our colleagues. Video surrounds us – whether we sit down to binge the latest series that Netflix has dropped or we casually watch a video clip on our phones – we can’t get away. We wanted to understand the complexities of Canadians video habits WE and the evolution of these habits over 2020. With so much content available at our fingertips, we wanted to determine where and what video content Canadians watch. We have seen audiences proliferate as more video content platforms launch in Canada. However, this LOVE doesn’t necessarily mean that we are walking away from tried & true platforms like traditional TV. Canadians spend just as much time with live TV as we do with streaming subscription platforms. By using a single source panel to tell us how viewing happens at a VIDEO respondent level, this allows us to gain a full picture of video viewing across platforms and content. We also wanted to challenge our own industry in how we think and talk about video platforms. These platforms give us what we want to watch but Canadians don’t actually know how they watch video. WE WATCH WHAT?
OTT IS DOMINATED TRADITIONAL CABLE IS WE EXPECT TO BY NETFLIX ALIVE & WELLL MAINTAIN BUDGETS
Among OTT platforms, Netflix Over two-thirds of If Netflix were to increase the remains king as the Canadians still have access cost of their service by $2, streaming subscription to traditional cable. more than half of current service with the highest Netflix users would be fine awareness and per capita While viewing has declined, with the change. We expect usage. Still – just over half of live TV viewing is equivalent to maintain our current Canadians have access to to that of OTT viewing. entertainment budgets – not Netflix, followed by Amazon necessarily adding any new Prime Video and Disney+. Two-thirds of TV subscribers services or cutting any don’t plan on cutting the subscriptions. Very few cord. Canadians mentioned making a change to their current subscriptions. 68% Cable TV 2/3 OF CANADIANS 70% SUBSCRIBE TO 60% Subscription/ Streaming Video Services ONLINE VIDEO, 64% SUBSCRIPTION/ 62% Online Video STREAMING VIDEO 63% SERVICES, AND 23% Online TV CABLE TV 24%
10% Pirated Video/ TV Programming 10%
Q1 Q2
“Do you currently subscribe or access any of the following services?”? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Based on online TV viewers LIVE TV AND STREAMING ARE OUR TOP 2 VIDEO SOURCES 25% 24% 22% 22% Q1 Q2
16% 15% 14% 14% 11% 9% 9% 9% 6% 5%
Live TV Recorded TV VOD Streaming Online TV Pirated Video Online Video Video CABLE PROVIDER WEB-BASED
“What percentage of video do you consume across the below channels in a given week?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 OF CANADIANS KNOW 2 WHAT VIDEO-ON-DEMAND IS THROUGH THEIR CABLE 3 TV PROVIDER
Q: Do you know what video on-demand is through your cable TV? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 OF CURRENT CABLE 2 SUBSCRIBERS HAVE NO CURRENT PLANS ON 3 CUTTING THE CORD
“Could you see yourself cancelling your cable completely and only viewing via apps and subscription services?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Exclusive Movies on Stremaing Services 50%
True Crime/ Documentaries 41%
CANADIANS ARE First Run Movies from Theatres 37%
LOOKING FOR Made for TV Movies 36% MOVIES AND TO WATCH TRUE CRIME/ Sitcoms 33% DOCUMENTARIES Sports 29%
Cartoons 26%
Scripted Dramas 26%
Reality TV 25%
News 24%
Q: What type of content are you looking to pay for in a video service? Comedy Skits 23% 66% FEWER CANADIANS 49% BINGED WATCHED A SHOW IN Q2
Q2 Q1
“In the past month, have you binged watched a TV program? This is considered watching 3 or more episodes of a single program in one sitting.” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 TOP SHOWS BINGED
#1 #2 #3 #4 #5
MODERN GREY’S OZARK FRIENDS THE OFFICE FAMILY ANATOMY
“Where did you watch this TV program and what program was it?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 CANADIANS LIKE GETTING RECOMMENDATIONS FROM FRIENDS AND FAMILY WHEN FINDING NEW SHOWS
49% 40% 29% 23% 22%
Getting a I heard a lot of Saw an ad/ Promoted on the Had an recommendation positive buzz and Promotion on TV main page of a actor/actress that I from friends and wanted to check it for a new TV show streaming platform wanted to watch family out
Q: How do you pick your next show to watch? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 HALF OF 56% 2-5 SHOWS A WEEK CANADIANS WATCH 21% 6-10 SHOWS A WEEK BETWEEN 2-5 SHOWS A 12% 1 SHOW A WEEK
WEEK 12% 11 OR MORE SHOWS A WEEK
“Do you currently subscribe or access any of these services?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 SECTION SUBSCRIPTION 1 STREAMING SERVICES THERE IS A SMALL INCREASE IN THE AMOUNT OF PEOPLE WHO HAVE SUBSCRIPTION SERVICES 70% 51% ENGLISH FRENCH CANADIANS CANADIANS
Q: Do you access or subscribe to a streaming video services (i.e Netflix, Crave)? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 % of Canadians aware of the platform NETFLIX 99%
AMAZON PRIME VIDEO 95%
DISNEY+ 94% CANADIAN CRAVE 89% YOUTUBE PREMIUM 89%
SUBSCRIPTIONS APPLE TV+ 87% ARE BEHIND GLOBALTV 77% CBS ALL ACCESS 63%
GLOBAL SPORTSNET NOW 59% PLATFORMS TSN DIRECT 57% CBC GEM 57%
HAYU 46%
CLUB ILLICO 84% AMONG FRENCH CANADIANS* 45%
STACKTV 45% “What video subscription does your household pay for and which ones do you have access to but someone else pays for?” [Based on total Canadians] DAZN 42% Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 2 OF NETFLIX USERS 3 PAY FOR ACCESS
“What video subscription does your household pay for and which ones do you have access to but someone else pays for?” [Based on Netflix users] Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 AVERAGE NUMBER OF STREAMING SUBSCRIPTION SERVICES 1.9 A HOUSEHOLD HAS
“What video subscription does your household pay for and which ones do you have access to but someone else pays for?” [Based on total Canadians] Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 % of Canadians who access the platform NETFLIX 52%
AMAZON PRIME VIDEO 25%
DISNEY+ 17% NETFLIX IS CRAVE 13% KING BUT APPLE TV+ 8% YOUTUBE PREMIUM 8% DISNEY+ HAS SPORTSNET NOW 5% CAUSED CBS ALL ACCESS 4% TSN DIRECT 4% MORE CBC GEM 4% DISRUPTION DAZN 4% CLUB ILLICO 9% AMONG FRENCH CANADIANS* 3% STACKTV 3% HAYU 2% “What video subscription does your household pay for and which ones do you have access to but someone else pays for?” [Based on total Canadians] Source: Mindshare’s Stuff We Watch Proprietary Study, Q1 2020 % of Canadians who access the platform NETFLIX 54%
AMAZON PRIME VIDEO 30%
DISNEY+ 19% NETFLIX IS GLOBAL TV 13% KING BUT CRAVE 12% YOUTUBE PREMIUM 11% AMAZON APPLE TV+ 10% PRIME VIDEO SPORTSNET NOW 7% TSN DIRECT 7% IS CATCHING CBC GEM 7% UP DAZN 6% CBS ALL ACCESS 6%
CLUB ILLICO 12% AMONG FRENCH CANADIANS* 6% STACKTV 4% “What video subscription does your household pay for and which ones do you have access to but someone else pays for?” HAYU [Based on total Canadians] 3% Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 CANADIANS ARE AWARE OF PLATFORMS BUT DON’T ACCESS AT HOME
NETFLIX PRIME VIDEO DISNEY+
AWARE AWAREAWARE AWAREAWARE 99% 95% 94%
USE CONSIDERUSE CONSIDERUSE 54% 30% 19%
“What video subscription does your household pay for and which ones do you have access to but someone else pays for?” [Based on capita] Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 CANADIANS ARE AWARE OF PLATFORMS BUT DON’T ACCESS AT HOME
CRAVE APPLE TV+ CLUB ILLICO*
AWARE AWAREAWARE AWAREAWARE 89% 87% 84%
USE CONSIDERUSE CONSIDERUSE 12% 10% 12%
“What video subscription does your household pay for and which ones do you have access to but someone else pays for?” [Based on capita] *Club Illico is based on French Canadians only. Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 IN Q2 WE WERE LOOKING TO ADD PLATFROMS WITH OUR FAVORITE VIDEOS
In Q2 subscribers went back to adding mainstream DISNEY+ PRIME VIDEO CRAVE subscription platforms to 20% 19% 13% their suite of services.
Disney+ saw a large jump in Q2, Canadians want platforms with all their favourite films and TV shows.
YT PREMIUM DAZN APPLE TV+ 11% 9% 9%
“Are there any video subscription services that you are planning or thinking of adding in the coming year?” [Based on total OTT users] Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 63% Hulu 61% HULU IS THE MOST 36% HBO Max 43% COMMON STREAMING 12% Quibi 17% SERVICE, BUT HBO MAX AND 7% Peacock 12% QUIBI ARE ON
28% THE RISE IN Q2 Haven't heard of any of them 29%
Q1 Q2 “Have you heard of any of the following services?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 CITYTV IS USED CityTV/CityTV.com 45% WEEKLY BY 45% OF CANADIANS
AND GLOBAL TV CTVGo/CTV.ca 33% AND CTV HAVE JUST OVER 30% OF CANADIANS Global/GlobalTV.com 31% USING THEM WEEKLY CBC/CBC Gem or CBC.ca 8%
“What online TV websites do you use at least once a week?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Based on the number pf people who said they watched online TV SECTION TRADITIONAL TV 2 VIEWING CANADIANS ARE STILL 66% 67% ON CABLE
27% 27% 10% 10% 3% 2% CABLE FIBRE SATELITTE OFF-AIR
“You mentioned that you have access to cable TV. How do you access this?” Q1 Q2 Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 CANADIAN 10.2M HOUSEHOLDS ACCESS CABLE
“Do you currently subscribe or access any of these services?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 2 OF CANADIANS HAVE 3 A PVR
“Do you have a PVR or other recording device of live television?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 IN Q2 THERE WAS SLIGHT DECREASE THE AMOUNT OF CANADIANS WHO WATCHED VIDEO ON DEMAND IN THE PAST MONTH
29% 27% 28% 25%
20% 20% 18% 15%
10% 9%
Every day In the past week In the past month In the past 6 months Never used Q1 Q2
Q: How frequently do you watch video on-demand? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 56% LIVE TV AND SUBSCRIPTION SERVICES HAVE OUR UNDIVIDED ATTENTION
43%
37%
18% 17% 17%
6%
Live TV Subcription/Streaming Recorded TV Online TV Online Video Video On-Demand Pirated Video/ TV Services through Cable TV Programs
Q: For the TV programs that receive you undivided attention, what platform do you watch them on? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Live TV 69% 53%
Subscription/Streaming Video Services 12% LIVE TV IS 28%
Recorded TV 21% USED AS 19%
Video On-Demand Through Cable TV 8% BACKGROUND 8%
Online TV 6% NOISE 15%
Pirated Video/TV Programming 4% 5%
Online Video 9% 17%
French English
Q: What platforms do you typically watch that TV program while you are doing something else? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 3%
,
12% , News 13% ,
up Tutorials THE NEWS HAS , - 13% 43% ,
Talk Shows
CANADIANS Comedy Skits
Skin/Make , 15% Soap Operas UNDIVIDED True Crime/ Documentaries Cartoons
ATTENTION, 36% , , 21% FOLLOWED BY Home CookingImprovement and TRUE Reality TV, 23% , 29% CRIME/DOCUMEN Sports
Exclusive Movies on TARIES AND Streaming Services
, 29% SCRIPTED , Made for TV Movies 26%
DRAMAS. 27% Scripted Dramas , Sitcoms
, 26% ,
First Run Movies 26%
from Theaters Q: What type of programs have your undivided attention when you watch? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 News OVER 1/3 OF 30% , , 35% I don’t put on CANADIANS PUT ON shows in the ,
background
THE NEWS AS -up Tutorials 4% , 6% BACKGROUND, AND Skin/Make Exclusive Movies on Stremaing Services , 6% Sports Soap Operas ALMOST 1/3 OF , 20%
CANADIANS CLAIM Comedy Skits , 7%
THAT THEY DON’T First Run Movies from Theatre , 7% Scripted Dramas PUT SHOWS ON IN , 16% Reality TV , 8% THE BACKGROUND Made for TV Movies
Talk Shows , 9% , 15%
Sitcoms Cartoons , 13%
13%
13% , , , 13%
Home Q: What type of shows do you have on in the background while your doing
Cooking something else? True Crime/Documentaries Improvement & Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 SECTION ENTERTAINMENT 3 BUDGET MANAGEMENT IN Q1, WE SPENT 4X MORE ON CABLE
CABLE TV $75.80
NETFLIX $15.99
AMAZON PRIME $14.50 VIDEO
CRAVE $14.08
DISNEY+ $11.73
“What do you pay in an average month in TV and Streaming?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q1 2020 IN Q2, WE SAW A RISE IN PRICE FOR MOST SERVICES
CABLE TV $73.32
CRAVE $18.59
AMAZON PRIME $16.19 VIDEO
DISNEY+ $16.21
NETFLIX $15.99
“What do you pay in an average month in TV and Streaming?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 more than WOULD PAY AN half ADDITIONAL of Netflix Subscribers $2 A MONTH
“If Netflix increased prices tomorrow by $2, would you remain a subscriber?” [based on Netflix users] Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 EXPECT THEIR TOTAL 1 in 3 ENTERTAINMENT BUDGET TO INCREASE IN THE NEXT Canadians 12 MONTHS
“Do you expect your total home video entertainment budget to change in the next 12 months?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 WE AREN’T FAMILIAR WITH THE PLATFORMS THAT WE USE IN OUR HOMES Q1 14% 14% Q2
11% 10% 10% 9% 8% 7%
AMAZON FIRE CHROMECAST APPLE TV ROKU STICK
“Do you use any of these platforms to access video in your household?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Bell Fibe 19%
19% OF
CANADIAN’S Rogers Ignite 9% USE BELL FIBE
I use a different services 8%
Q: Which of the following services from these providers do you use? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Based on consumers who have cable 27% Fibe 31%
62% High speed 2/3 OF CANADIANS 57% HAVE HIGH SPEED INTERNET. 6% Low 5%
5% I don't have broadband Internet at home 7%
Q: What speed of broadband do you have at home? Q2 Q1 Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 40% OF 6% Always CANADIANS FIND 6% THAT SOMETIMES 40% Sometimes THAT TV ADS ARE 41% RELEVANT TO 35% Rarely THEM 35%
19% I do everything I can to skip ads 18%
Q2 Q1
Q: Do you find advertising on TV relevant to you? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 3 OF CANADIANS SAY THEY 4 RECEIVE TOO MANY ADS
“Do you feel you get” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 43% I SEE THE SAME ADS ALL THE TIME
CANADIANS 36% A GOOD MIX SEE THE SAME ADS 17% A LOT OF DIFFERENT ADVERTISERS
ALL THE TIME 3% I HAVE NEVER SEEN THE SAME AD
“Do you feel you see” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 1/3 OF I like video ads the least out of all types of ads 34% CANADIANS I like video ads better than audio ads 17% SAY THAT THEY LIKE I like video ads that are on TV better than video ads 16% VIDEO ADS I like video ads better than banner ads on websites 14% THE LEAST I like video ads better than social media 13%
OUT OF ALL I like video ads the best out of all types of ads 12%
TYPES OF ADS I like video ads better than billboard ads 11%
I like video ads better than magazine or newspaper ads 9%
Q: Do you like video ads? Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 Appendix 50% Exclusive Movies on Stremaing Services 51%
41% True Crime/ Documentaries 43%
37% First Run Movies from Theatres 44%
33% CANADIANS ARE Sitcoms 37% 36% LOOKING FOR Made for TV Movies 33% 29% Q2 Q1 MOVIES AND TO Sports 28% 26% Cartoons 27%
WATCH TRUE CRIME/ 26% Scripted Dramas 29%
DOCUMENTARIES 25% Reality TV 25%
24% News 22%
23% Comedy Skits 24%
23% Home Improvement & Cooking 23%
13% Talk Shows 13%
12% Soap Opera 11%
9% Skin/Make-up Tutorials 6% Q: What type of content are you looking to pay for in a video service? 10% 23% Bell 23%
15% BELL AND Videotron 21%
21% VIDEOTRON Shaw 18%
HOLD THE TOP 13% Telus 2 SPOTS FOR 16% 13% Rogers CABLE 15% 6% Cogeco SUBSCRIBERS 5% 2% Sasktel 1%
Q2 Q1
“What service provider do you use to access?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 67% 2/3 OF CANADIANS 66% HAVE A PVR
Q1 Q2
“Do you have a PVR or other recording device of live television?” Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 $54.39 Cable $58.18
$14.00 Netflix $14.73 THE AMOUNT $13.41 Amazon Prime Video $11.49
$11.79 THAT Apple TV+ $15.47
$12.22 CANADIANS Disney+ $10.73 $16.68 WOULD BE Hayu $9.65 $13.41 WILLING TO PAY Crave $11.24 $17.00 IS BELOW WHAT Club Illico $16.20 $15.73 THEY ACTUALLY DAZN $13.75 Q2 Q1 $13.15 YouTube Premium $14.74
REPORTED $13.14 TSN Direct $13.58
PAYING $15.06 Sportsnet Now $13.10
$20.10 CBS All Access $9.56
$18.18 CBC Gem $6.28
Q: What would you be willing to pay in a month for the current video services that $26.26 you subscribe to? StackTV $10.60 Source: Mindshare’s Stuff We Watch Proprietary Study, Q2 2020 GlobalTV $9.05