July 15, 2022:
Video streaming services have been around since Netflix launched its online streaming service in 2007, and since then more media companies such as Amazon and Disney have come out with similar models that give subscribers access to an extensive catalogue of movies and TV shows, as well as original content. Today, Canadians have access to more than 20 paid or free video streaming services.
The vast majority of Canadian households (80%) have access to streaming services in their home, and of those, households accessing services typically subscribe to 2.5 different streaming services. Likelihood of access is generally consistent across the country, although Quebec residents are slightly less likely than those in other provinces to access streaming services. The likelihood of accessing streaming services decreases with age (i.e., 93% of those 18-24 yrs. access streaming services, compared to only 65% of those aged 55+). Access to streaming services also increases with household income.
When considering which streaming services are accessed, Netflix is most popular, with two-thirds of Canadians saying their household has access to a Netflix account. Following distantly, access to Amazon Prime Video sits at 45%, and one-third of Canadians have access to Disney+.
While the vast majority of those subscribing to the most popular streaming services reportedly pay for the services, (I.e., Netflix, 86%; Amazon Prime, 87%; Disney+, 81%), one in ten do not pay for any streaming services they access, meaning they access someone else’s account instead.
These results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between June 27 and 29, 2022 with 1,230 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
The questions asked included the following:
Which video streaming services do you have access to at your household?
Of these streaming services, which does your household pay for?
For more information, please contact:
Margaret Brigley, CEO, Narrative Research – 902.493-3830, mbrigley@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
Follow us on Twitter at @EveryNarrative and @LogitGroup
