DIGITAL & TRENDS

Streaming in Canada
 Table of Contents

01 Overview Share of monthly video users in Canada 2023, by platform type 21

Devices used for video streaming in Canada 2022 22
Digital Market Outlook: digital media revenue in Canada 2017-2027, by category 03
Drivers of digital video purchases in Canada 2023 23
Digital Market Outlook: digital media users in Canada 2017-2027, by category 04
ARPU of the digital media market in Canada 2017-2027 05
04 Market leaders
Internet users in Canada 2019-2028 06
Daily time spent with selected media among adults in Canada 2022 07 Digital audio purchases by brand in Canada 2023 25
Digital video purchases by brand in Canada 2023 26

02 Audio streaming Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2023 27
Number of Crave subscribers in Canada 2022-2023 28
Digital Market Outlook: digital music revenue in Canada 2017-2027, by format 09
Digital Market Outlook: users of digital music in the Canada 2017-2027, by format 10
Top audio streaming genres in the U.S. & Canada 2022 11
Canada: digital music track sales 2013-2022 12
Canada: top on-demand audio streaming songs 2022 13
Drivers of digital audio purchases in Canada 2023 14
Monthly podcast listeners Canada 2016-2022, by age group 15

03 Video streaming
Video-on-demand revenue in Canada 2017-2027, by type 17
Number of viewers of digital video in Canada 2022-2026 18
Users of video streaming in Canada 2017-2027, by type 19
Most viewed video streaming genres in Canada 2023 20

1
CHAPTER 01

Overview
 Digital media revenue in Canada from 2017 to 2027, by category (in billion
U.S. dollars)
Digital Market Outlook: digital media revenue in Canada 2017-2027, by category

Video Games Video-on-Demand ePublishing Digital Music

16

0.54
14 1.19
0.53
0.52 1.17
Revenue in billion U.S. dollars

12 1.15
0.5
1.13 5.15
0.48
10 1.08 4.75
0.45 4.34
0.43 1.04 3.89
8
1.01 3.39
0.39 2.88
6 0.91 2.56
0.32
0.29 0.93
2.06
4 0.26 0.88 7.49 7.99
0.83 1.53 6.98
1.2 5.77 6.41
0.95 4.43 5.08
2 3.51
2.39 2.91
2.06
0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

3 Description: The revenue is forecast to experience significant growth in all segments in 2027. As part of the positive trend, the revenue reaches the maximum value for all four different segments at the end of the comparison period. Particularly noteworthy is the
segment Video Games, which has the highest value of 7.99 billion U.S. dollars. Read more
Note(s): Canada; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Number of digital media users in Canada from 2017 to 2027, by category
(in millions)
Digital Market Outlook: digital media users in Canada 2017-2027, by category

Video-on-Demand Video Games Digital Music ePublishing

25

23

21
Number of users in millions

19

17

15

13

11

5
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

4 Description: The number of users is forecast to experience significant growth in all segments in 2027. Comparing the four different segments for the year 2027, the segment 'Video-on-Demand' leads the ranking with 23.96 million users. Contrastingly, 'ePublishing' is
ranked last, with 9.74 million users. Their difference, compared to Video-on-Demand, lies at 14.22 million users. Read more
Note(s): Canada; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Average revenue per user of the digital media market in Canada from
2017 to 2027, by segment (in U.S. dollars)
ARPU of the digital media market in Canada 2017-2027

Video-on-Demand Digital Music Video Games ePublishing

400

343.5
350 332.1
320.5
305.6
300 286
260.6
ARPU in U.S. dollars

250 222.5

200 178.1 177

167.7
158
147.1 148
150 133.7 135.8
123.1 122
111
92.61
100 75.48 82.89
67.96 63.43 66.04 67.6 68.61 69.97 71.6
50.49 52.5 58.38
46.54 48.94 40.88 41.3 42.49 43.39 43.92 44.41 44.88
35.88 36.65 36.69 37.5
50

0
2017 2018 2019 2020 2021 2022* 2023* 2024* 2025* 2026* 2027*

5 Description: The average revenue per user in the digital media industry is estimated to increase to 175.8 U.S. dollars by 2027. Similiar to today, video games is estimated to remain the biggest segment in the market with 343.5 U.S. dollars. Read more
Note(s): Canada
Source(s): Statista; Statista Digital Market Insights
 Number of internet users in Canada from 2019 to 2028 (in millions)
Internet users in Canada 2019-2028

45

40 37.75 38.17
36.86 37.31
35.57 35.9 36.39
34.91 35.4
34.43
Number of internet users in millions

35

30

25

20

15

10

0
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

6 Description: The number of internet users in Canada was forecast to continuously increase between 2024 and 2028 by in total 2.3 million users (+6.41 percent). After the eigth consecutive increasing year, the number of users is estimated to reach 38.17 million users
and therefore a new peak in 2028. Read more
Note(s): Canada; 2019 to 2028; * Forecast Read more
Source(s): Statista
 Daily time spent with selected media among adults in Canada as of 3rd
quarter 2022 (in hours.minutes)
Daily time spent with selected media among adults in Canada 2022

7
6.35

6
Time spent in hours.minutes

4
3.42

2.05
2
1.49 1.43
1.11 1.09
1 0.56

0
Using the internet Watching TV Using social media Reading press Listening to music Using a games Listening to Listening to
via any device (broadcast and via any device media (online and streaming services console broadcast radio podcasts
streaming ) physical print)

7 Description: As of the third quarter of 2022, Canadians spent an average of one hour and five minutes per day using social media and more than six hours per day using the internet in general. TV consumption was also high at over three hours, while Canadians
devoted less time to music streaming or gaming activities. Read more
Note(s): Canada; Q3 2022; 16-64 years; among internet users
Source(s): DataReportal; GWI; Meltwater; We Are Social
CHAPTER 02

Audio streaming
 Digital music revenue in Canada from 2017 to 2027, by format (in million
U.S. dollars)
Digital Market Outlook: digital music revenue in Canada 2017-2027, by format

Music Streaming Music Downloads

600

500 73.88 73.44

74.56
74.68
Revenue in million U.S. dollars

75.04
400 75.86
82.51
82.8
300
77.95
78.17
78.4 455.55 467.04
423.99 441.36
200 401.87
347.08 370.75
309.7
238.65
100 182.19 207.08

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

9 Description: Significant fluctuations are estimated for all segments over the forecast period for the revenue. Only for the segment Music Streaming, a significant increase can be observed over the forecast period. Here, the revenue exhibits a difference of 284.85
million U.S. dollars between 2017 and 2027. Read more
Note(s): Canada; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Number of digital music users in Canada from 2017 to 2027, by format (in
millions)
Digital Market Outlook: users of digital music in the Canada 2017-2027, by format

Music Streaming Music Downloads

11.0
9.87
10.0 9.67
9.41
9.07
9.0 8.66
Number of users in millions

8.09
7.73
8.0
7.11
7.0
6.09
6.0 5.55
5.11
5.0

4.0 3.35 3.34

3.17 3.16 3.16 3.09 3.09 3.1 3.1 3.1 3.09
3.0

2.0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

10 Description: Significant fluctuations are estimated for all segments over the forecast period for the number of users. Only for the segment Music Streaming, a significant increase can be observed over the forecast period. Here, the user number exhibits a difference of
4.76 million users between 2017 and 2027. Read more
Note(s): Canada; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Leading audio streaming genres in United States and Canada as of
February 2022
Top audio streaming genres in the U.S. & Canada 2022

90%

80%

70%
Share of respondents

60%

50%

40%

30%

20%

10%

0%

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11 Description: According to a study from early 2022 on audio consumption in United States and Canada, Christian music and AAA were the most popular genres among streaming audio consumers, who listen to such content weekly or more. Another 65 percent of
respondents stated that they consumed urban music when audio streaming. Less popular was the genre of alternative with 27 percent of audio streaming consumers saying that they listened to it. Read more
Note(s): Canada, United States; 2022; 18 years and older
Source(s): Jacobs Media; Radio World
 Digital music track sales in Canada from 2013 to 2022 (in million units)
Canada: digital music track sales 2013-2022

140

120 116.1

101.7
100 96.1
Total unit sales in millions

80 74

60
60

40 32.9
23 24.4
18.3
20 15.2

0
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

12 Description: In 2022, digital track sales in Canada totaled 15.2 million units, down from 18.3 million recorded in the previous year. Digital track sales have been falling for years, and dropped below 100 million for the first time in 2015. Streaming is dominating the
digital music consumption scene in Canada Read more
Note(s): Canada; 2013 to 2022
Source(s): FYI Music News; Luminate Data (Nielsen Music)
 Top songs in Canada in 2022, by number of on-demand audio streams (in
millions)
Canada: top on-demand audio streaming songs 2022

On-demand audio streams in millions

0 20 40 60 80 100 120

Glass Animals - Heat Waves 107

Harry Styles - As It Was 93.9

Lil Nas X & Jack Harlow - Industry Baby 90.7

The Kid LAROI & Justin Bieber - Stay 78.4

Imagine Dragons X JID 75

13 Description: The song with the most on-demand audio streams in Canada in 2022 was 'Heat Waves' by Glass Animals, with 107 million streams, followed by Harry Styles' 'As It Was' which recorded 93.9 million on-demand streams that year. Read more
Note(s): Canada; 2022
Source(s): Billboard; Luminate Data (Nielsen Music)
 Drivers of digital audio purchases in Canada as of June 2023
Drivers of digital audio purchases in Canada 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

To listen to what I want, when I want 58%

To access a great variety of content 42%

High sound quality 41%

Less advertising 38%

Good value for money 36%

To access specific music or shows 30%

To access original / exclusive content 28%

To avoid illegal downloading / streaming 25%

Other 4%

Don't know 1%

No answer 0%

14 Description: When asked about "Drivers of digital audio purchases", most Canadian respondents pick "To listen to what I want, when I want" as an answer. 58 percent did so in our online survey in 2023. Read more
Note(s): Canada; July 2022 to June 2023; 1014 respondents; 18-64 years; respondents who spent money on digital audio content (music or podcasts) (Media & digital media, Video games)
Source(s): Statista Consumer Insights
 Monthly podcast listeners in Canada from 2016 to 2022, by age group
Monthly podcast listeners Canada 2016-2022, by age group

18 to 49 18+
50%
46% 45% 46%
45% 43%

40% 38%
34% 33% 34%
35% 32%
Share of respondents

30% 30% 31%

30% 28%
26%
23% 24% 24%
25% 22% 21% 20%
20% 17% 18% 18%
16%
15% 12% 12%

10%

5%

0%
Spring 2016 Fall 2016 Spring 2017 Fall 2017 Spring 2018 Fall 2018 Spring 2019 Fall 2019 Spring 2020 Fall 2020 Spring 2021 Fall 2021 Spring 2022

15 Description: According to a study from 2022, podcast consumption in Canada is steadily increasing, from 17 percent in spring 2016 to 46 percent in 2022 among 18 to 49-year-olds. While the consumption has been rising through all generations, there is still a gap
between younger and older age groups, with only 34 percent of the general population consuming podcasts monthly. Read more
Note(s): Canada; spring 2016 to spring 2022; 18 years and older
Source(s): Media Technology Monitor; NLogic
CHAPTER 03

Video streaming
 Video-on-demand revenue in Canada from 2017 to 2027, by type (in billion
U.S. dollars)
Video-on-demand revenue in Canada 2017-2027, by type

Advertising Video-on-Demand (AVOD) Free ad-supported streaming TV (FAST) Pay-per-View (TVOD)

Video Downloads (EST) Video Streaming (SVOD)
6,000

5,000
Revenue in billion U.S. dollars

4,000

3,000

2,000

1,000

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

17 Description: The video-on-demand revenue in Canada is expected to grow from 2.9 billion U.S. dollars in 2022 to over 5.1 billion in 2027. An overview of all Digital Markets can be found here. Read more
Note(s): Canada
Source(s): Statista; Statista Digital Market Insights
 Number of digital video viewers in Canada from 2022 to 2026 (in millions)
Number of viewers of digital video in Canada 2022-2026

35

29.6 30.1
30 28.6 29.1
28.1

25
Viwers in millions

20

15

10

0
2022 2023 2024 2025 2026

18 Description: Viewership of digital video in Canada has increased steadily in recent years, and is projected to continue to increase from 2022 to 2026 by two million viewers. Digital video consumption has grown significantly since the onset of the coronavirus pandemic,
and is competing with television viewership. Read more
Note(s): Canada; October 2022; forecast, internet users of any age watching digital video content via any device at least once per month
Source(s): eMarketer; Insider Intelligence
 Number of video streaming users in Canada from 2017 to 2027, by type (in
millions)
Users of video streaming in Canada 2017-2027, by type

Advertising Video-on-Demand (AVOD) Free ad-supported streaming TV (FAST) Pay-per-View (TVOD)

Video Downloads (EST) Video Streaming (SVOD)
30

25
Number of users in millions

20

15

10

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

19 Description: The number of video streaming viewers in Canada is expected to grow from 22.22 million in 2022 to nearly 24 million in 2027. An overview of all Digital Markets can be found here. Read more
Note(s): Canada
Source(s): Statista; Statista Digital Market Insights
 Most popular genres among exclusive video streaming users in Canada as
of April 2023
Most viewed video streaming genres in Canada 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Comedy 61%

Documentaries 53%

Crime/Suspense dramas 49%

Sci-Fi/Fantasy 40%

Animated series 28%

Foreign language 12%

20 Description: As of April 2023, comedy was the most popular video streaming genre viewed in Canada, watched by over 60 percent of respondents to a survey. Documentaries were watched by over 50 percent, closely followed by crime and suspense dramas. The sci-
fi/fantasy genre was also considerably popular, with 40 percent viewership. Streaming viewers seemed to prefer to be distracted from reality and current events. Read more
Note(s): Canada; April 6 to 16, 2023; 3980 respondents; 18 years and older; streaming viewers who use paid or free streaming monthly and do not watch linear TV monthly
Source(s): Rogers Sports & Media; YouGov
 Share of monthly video viewers in Canada as of April 2023, by platform
type
Share of monthly video users in Canada 2023, by platform type

50%
46%
45%

40%

35%
Share of respondents

30%

25% 22%

20%

15%
10% 9%
10% 7%
5%
5% 3%

0%
Watch all 3 AVOD/FAST & SVOD SVOD & TV AVOD/FAST & TV Watch TV only Watch AVOD/FAST Watch SVOD only
only

21 Description: Nearly half of respondents in Canada stated in a survey that they watched TV, ad-supported streaming, and subscription-based streaming services on a monthly basis as of April 2023. Only around three percent said that they only consumed SVOD, while
five percent only used AVOD and FAST platforms to watch video content monthly. Read more
Note(s): Canada; April 6 to 16, 2023; 3980 respondents; 18 years and older; English speaking
Source(s): Rogers Sports & Media; YouGov
 Most popular devices to stream TV shows and movies in Canada as of
August 2022
Devices used for video streaming in Canada 2022

80%
75%

70%

60%
52% 51%
Share of respondents

50%

40%

30%

20%

10%

0%
Television Desktop/laptop Mobile

22 Description: The most popular device for Canadians to watch TV shows and movies was the television, with three in four respondents to a 2022 survey stating to use this device for streaming content. Second most used was the deskop or laptop, followed by mobile
devices. Read more
Note(s): Canada; July 25 to August 10, 2022; 2001 respondents; 18 years and older; TV viewers
Source(s): Roku
 Drivers of digital video purchases in Canada as of June 2023
Drivers of digital video purchases in Canada 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60%

To watch what I want, when I want 59%

To access a great variety of content 46%

To "binge" shows (watch lots of episodes back to back) 45%

To access specific films or TV shows 45%

Less advertising 42%

To access original / exclusive content 40%

Good value for money 34%

High image and sound quality 33%

To avoid illegal downloading / streaming 22%

To access sports 14%

Other 3%

Don't know 2%

23 Description: When asked about "Drivers of digital video purchases", most Canadian respondents pick "To watch what I want, when I want" as an answer. 59 percent did so in our online survey in 2023. Read more
Note(s): Canada; July 2022 to June 2023; 1323 respondents; 18-64 years; respondents who spent money on digital video content (Media & digital media, Video games)
Source(s): Statista Consumer Insights
CHAPTER 04

Market leaders
 Digital audio purchases by brand in Canada as of June 2023
Digital audio purchases by brand in Canada 2023

Share of respondents
0% 10% 20% 30% 40% 50%

Spotify 47%

Amazon Music 32%

Apple Music 32%

YouTube Music 23%

ITunes 18%

Sirius XM 10%

IHeartRadio 9%

SoundCloud 7%

Deezer 6%

7digital 5%

EMusic 5%

Stingray Music 5%

JioSaavn 3%

Napster 3%

Tidal 3%

25 Description: We asked Canadian consumers about "Digital audio purchases by brand" and found that "Spotify" takes the top spot, while "TuneIn" is at the other end of the ranking. Read more
Note(s): Canada; July 2022 to June 2023; 1014 respondents; 18-64 years; respondents who spent money on digital audio content (music or podcasts) (Media & digital media, Video games)
Source(s): Statista Consumer Insights
 Digital video purchases by brand in Canada as of June 2023
Digital video purchases by brand in Canada 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80%

Netflix 76%

Amazon Prime Video 68%

Disney+ 51%

Crave 26%

Apple TV+ 25%

YouTube Premium 17%

Paramount+ 15%

ITunes 14%

Discovery+ 13%

Google Play Store 12%

Crunchyroll 9%

Club illico 7%

DAZN 6%

Microsoft Store 6%

Hulu 5%

26 Description: We asked Canadian consumers about "Digital video purchases by brand" and found that "Netflix" takes the top spot, while "Stingray" is at the other end of the ranking. Read more
Note(s): Canada; July 2022 to June 2023; 1323 respondents; 18-64 years; respondents who spent money on digital video content (Media & digital media, Video games)
Source(s): Statista Consumer Insights
 Number of Netflix paying streaming subscribers in the United States and
Canada from 1st quarter 2013 to 2nd quarter 2023 (in millions)
Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2023

80

70

60
Subscribers in millions

50

40

30

20

10

0
2 3
3 3
4 3
1 3
2 4
3 4
4 4
1 4
2 5
3 5
4 5
1 5
2 6
3 6
4 6
1 6
2 7
3 7
4 7
1 7
2 8
3 8
4 8
1 8
2 9
3 9
4 9
1 9
2 0
3 0
4 0
1 0
2 1
3 1
4 1
1 1
2 2
3 2
4 2
1 2
2 3
23
Q 01
Q 01
Q 01
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20
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
1
Q

27 Description: Netflix reported 75.57 million paid streaming subscribers across the United States and Canada in the Second quarter of 2023. This marked a decline of about two million compared with the same quarter of the previous year. Read more
Note(s): Canada, United States; Q1 2013 to Q2 2023; excluding free trials
Source(s): Netflix
 Number of Crave subscribers in Canada from 1st quarter 2022 to 2nd
quarter 2023 (in millions)
Number of Crave subscribers in Canada 2022-2023

3.5
3.2 3.2
3.1 3.12
3
3.0
Number of subscribers in millions

2.5

2.0

1.5

1.0

0.5

0.0
Q1 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023

28 Description: The Canadian subscription video-on-demand (SVOD) service Crave competes directly with other SVOD services such as Disney+, Netflix, and HBO Max. Crave subscriber numbers in Canada have slightly increased in the past years to 3.2 million in the
second quarter of 2023. Read more
Note(s): Canada; Q1 2022 to Q2 2023
Source(s): Bell Canada
 Sources

Bell Canada
Billboard
DataReportal
eMarketer
FYI Music News
GWI
Insider Intelligence
Jacobs Media
Luminate Data (Nielsen Music)
Media Technology Monitor
Meltwater
Netflix
NLogic
Radio World
Rogers Sports & Media
Roku
Statista
Statista Consumer Insights
Statista Digital Market Insights
We Are Social
YouGov

29