TORONTO – According to new research, 30% of all Canadian online households (3.4 million of them) now have adedicated streaming device (Apple TV, Chromecast, Roku, etc.) attached to a TV set, more than double the 12% with such devices in December 2013.
Solutions Research Group’s latest installment of its Digital Life Canada independent syndicated study also shows households headed by millennials (singles, couples or with kids) are the most avid users of dedicated streaming devices and subscription over-the-top services like Netflix – based on trajectory of growth, these are poised take over paid TV by mid-2018.
As well, cord-shaving is also on the rise: 20% of paid TV homes (over 2 million) have downgraded in the last year, representing a big jump from 12% doing so in 2012, according to the report. The numbers also show, however, that 18% have upgraded their subscription TV package in the past year (see image below. Click to enlarge).
Leading up to the launch of the CRTC mandated pick-and-pay regime on December 1st, overall cord-cutting intent is at a historical high (47% considered, 24% seriously) – and 44% of those who cut the cord already say they did so because it wasn’t good value for them and 52% said it was ‘too expensive’
The SRG 2016 OTT Trend Report is based on data from SRG’s Digital Life Canada Study, based on 1,005 interviews with Canadians (aged 12 and up) with most recent wave conducted online using a national online panel in August/September 2016. While online surveys are not based on pure probability samples, they are predictive nevertheless using proper panels and calibration procedures and a sample of 1,005 has potential accuracy of plus or minus 3.1 points. Because the study frame is online Canadians 12+, the results can be generalized to the “Total Online Canada” population which accounts for over 83% of Canadians over the age of 12.
