ThinkTV says Total TV holds 72% of Canadian video viewing
ThinkTV published a report on total TV and streaming viewership in Canada, highlighting that "Total TV" (linear + broadcaster streaming) continues to dominate time spent with video, accounting for a 72% share. The report, which includes data from Numeris' National VAM, notes that few Canadians are 'only streamers' and that linear TV commands 80% of big-screen viewing time.
Key Takeaways
- Total TV (linear + broadcaster streaming) holds a 72% share of video viewing in Canada, according to ThinkTV’s Fall Total TV & Streaming report.
- Linear TV commands 80% of time spent with a TV set, making it the dominant big-screen format in the report.
- ThinkTV says there are more “only TV” viewers than “only streamers,” and most Canadians use both TV and streaming.
- The report now includes Total Canada data from Numeris’ National VAM, giving a more holistic view of viewing habits.
- ThinkTV says Canadian streaming patterns differ from the US, where streaming makes up 50% of viewing on a TV set versus 20% in Canada.
Why It Matters
The immediate takeaway is that, in ThinkTV’s view, broadcast TV still anchors Canadian video consumption: Total TV accounts for 72% of viewing time, and linear TV captures 80% of big-screen time. That matters for media buyers and platforms because the report frames TV as both high-attention and premium/brand-safe. The competitive context is the growing fragmentation across streaming and YouTube, but the report argues most Canadians are still using TV and streaming together rather than replacing one with the other. Next to watch: how the newly added Numeris National VAM data changes future Canada-wide reads on share and reach.
Read full article at thinktv.ca
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