TORONTO – Based just on the full-episode TV shows Canadian broadcasters and specialty channels made available online for free in 2015 (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, four episodes.
That figure was the same in 2014 and the company is forecasting the same 19% for 2016, attributing the lack of growth to Netflix, PVR penetration (estimated at 63% of Canadian TV subscribers in 2015), online advertising loads, and TV Everywhere.
According to The Battle for the North American (US/Canada) Couch Potato: Online & Traditional TV and Movie Distribution, broadcast and specialty network online TV advertising revenues represented 5.2% ($178 million) of 2015 Canadian TV advertising revenue, and predicts that will increase modestly to 5.6% for 2016.
Online subscription (Netflix) represented 48% of 2015 Canadian movie/TV rental market revenue, VOD (cable, satellite, telco TV) was 27%, store was 17%, and online transactional was 8%. For 2016, the report forecasts online subscription will rise to 56%, VOD (cable, satellite, telco TV) will capture 24%, store will dip to 12%, and online transactional will hold steady at 8%.
In addition, the report estimated that download movie/TV sales represented 20% of 2015 Canadian DVD/Blu-ray/Download Movie/TV Sales.
For more, go to www.convergenceonline.com
