INDEPENDENT MILLENNIAL households – young singles and couples with no kids who have formed their first households – represent an important battleground for TV, SVOD and gaming industries.
The size of this segment is smaller compared to Families with Kids or Empty Nester segments but still represents some 2.3 million households in Canada, roughly equivalent to the number of households in the province of British Columbia, according to Solutions Research Group estimates.
The snapshot below was taken post-lockdown, in July 2020, and shows at least five types of subscription-based services (Prime Video being a subset of Prime subscription) each in use by 30% or more. The survey sample size was 1,350 nationally, in English and French.
One of these services, Disney+, was not in existence until very recently, suggesting rapid adoption. Netflix is king with 81% using it, with cable, satellite and IPTV subscriptions at 69% and Prime Video being used by one-in-two households.
Streaming is not the only competition out there, either. Thirty-one percent of these households have Xbox Live and Playstation NOW subscriptions. On top of video, there is paid music too – 55% of these households have a streaming music subscription as well.
With about 17% of these households reporting ‘big’ economic impact in SRG’s July research, a shakedown is a likely outcome in the next six months.
