Netflix now used by 1/3 of Anglophone Canadians: study

Despite relatively low cost, service is more likely to be used by affluent households

Orange is the New Black is helping Netflix make lots of green in Canada, with nearly one third (32%) of Anglophone Canadians now subscribing to the streaming video service, up from 25% a year ago.

According to new data from the Media Technology Monitor (MTM) spring 2014 survey, just over one third of all Anglophone subscriptions are to Netflix’s U.S. version, as users seek out additional content unavailable in Canada. Another 2% of subscribers say they have used the U.S. version in the past.

The report says it is unclear if a recent price hike to $9 a month for new subscribers will slow Netflix’s Canadian growth. However, despite the relatively low cost of a monthly subscription, affluent Anglophones are more likely to subscribe to the service than lower-income households.

The report found that 40% of Anglophone Netflix subscribers have an annual household income between $75,000 and $150,000, with 54% reporting an annual household income greater than $200,000.

Survey feedback indicates that Netflix is being used to augment traditional TV, with more than 80% of its subscribers maintaining a paid TV subscription. Almost two in five Netflix subscribers have used a premium pay TV service such as TMN, Movie Central or HBO in the past month.

The survey also suggests the TV set remains very much at the centre of the viewing experience, with four in five of those who only use one screen to watch Netflix opting for the TV set. Among those who use multiple screens to watch Netflix, more than half say they use TV the most.

Netflix is also being used primarily to access TV content, with users spending just over half of their time watching TV content via the service. More than 80% of its subscribers (88%) access its content in a typical week.

Nearly two thirds of Netflix users have had their subscription for more than a year, with 32% of users saying they have subscribed to the service for more than two years. However, 15% of subscribers say they have had the service for less than six months.

The service also tends to encourage binge viewing, with 69% of subscribers indicating that they have watched three or more episodes of a TV show in a single sitting.

Consumer Articles

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Best Buy revenue slips as it closes Future Shop

Electronics retailer cites "ongoing softness" in the local market as reason for decline

Target’s profit rises as turnaround efforts pay off

Cheap chic retailer reports nearly 52% increase in its first-quarter profit

Country star Blake Shelton gives Gildan Activewear a boost

Montreal apparel maker sees social buzz thanks to TV ad featuring Shelton

Has Pearson’s retail reno brought results?

After 5 years, the Toronto airport holds itself to a global experiential standard

Spending on ecommerce puts pressure on Walmart profit

Retailer reports sluggish sales in the U.S., performs well in Canada

How digital is affecting attention spans

Microsoft Canada study finds the surprising upsides of digital lifestyles

Consumers have ‘beauty fatigue’ in advertising (Survey)

Havas Worldwide study shows consumers' perceptions of their body is changing

Montreal considers a ban on plastic shopping bags

Retail experts question how this could impact tourists visiting the city