TORONTO – Based just on the full-episode TV shows Canadian broadcasters and specialty channels made available online for free in 2014 (so, not requiring a TV subscription, iTunes, Netflix, etc.) Toronto research firm Convergence Consulting estimates on average that 19% of the weekly viewing audience watched, on average, three episodes
That figure was the same in 2013 and the company is forecasting the same 19% for 2015.
“We attribute the leveling to the growth of Netflix, increasing PVR penetration, online advertising loads, and more authenticated online full episode Broadcast & specialty network TV behind cable, satellite, telco TV access players’ walled gardens,” reads the report, part of the company’s Battle for the North American Couch Potato annual report.
“We estimate broadcast and specialty network online TV advertising revenues represented 4.9% ($168 million) of 2014 Canadian broadcast/specialty network TV advertising revenue, and forecast 5.4% for 2015,” it continues.
As illustrated in the company’s Canadian non-TV subscriber model, 2012 saw the start of the rise in non-TV subscriber households. As of the end of 2014, the company estimates 3.09 million Canadian households (21.6% of households) did not have a traditional linear TV subscription with a cable, satellite, or telco TV access provider, up from 2.85 million (20.1% of Canadian households) at the end of 2013. It forecasts 3.33 million (23% of Canadian households) in 2015.
“Online subscription represented 36%, VOD (cable, satellite, telco TV) 29%, store 26%, online transactional 7%, kiosk 3%, of 2014 Canadian movie/TV rental market revenue – and forecast online subscription 43%, VOD (cable, satellite, telco TV) 26%, store 20%, online transactional 8%, kiosk 2%, for 2015.
For more, go to www.convergenceonline.com
