Netflix might have doubled its Canadian subscribers in the past year: report

Netflix might have doubled its Canadian subscriber base in the past year, according to a recently released report. Research by the Media Technology Monitor, based on surveys with 2,013 adults between March 6 and April 14, suggests about 25% of anglophone Canadians had signed up for the video streaming service. That’s up from 13% in […]

Netflix might have doubled its Canadian subscriber base in the past year, according to a recently released report.

Research by the Media Technology Monitor, based on surveys with 2,013 adults between March 6 and April 14, suggests about 25% of anglophone Canadians had signed up for the video streaming service. That’s up from 13% in the spring of 2012.

The results are considered accurate within plus or minus 2.2 percentage points 19 times out of 20.

About 84% of the respondents who used Netflix said they typically watched at least one movie or TV show on the streaming service every week.

About 8% of the consumers polled said they had tried Netflix at some point but decided the service wasn’t for them. Just under half of them had never paid for Netflix but used a free trial and never followed up to subscribe.

A perceived lack of quality content was the most common reason given for cancelling Netflix, with 36 per cent saying there wasn’t enough to watch. About 28% said they weren’t using the service enough to justify the monthly fee, 11% thought the $8 price was too expensive, 7% said they were “just checking it out,” 5% had technical issues, and three per cent moved residences and quit.

The highest proportions of Netflix users were found out West. About 40% of the consumers polled in Saskatchewan and 31% of Albertans said they used Netflix. Edmonton had the highest per capita rate of Netflix users among Canada’s biggest cities with 37% of the consumers polled there saying they used the site.

Netflix was also particularly popular with parents. About 37% of the households with kids under 12 had a Netflix subscription, while there was a subscriber in about a third of the homes where teens lived.

Netflix, which launched in Canada in September 2010, no longer discloses how many Canadian customers it has. It last reported it had reached one million subscribers in August 2011.

Media Articles

On The Move: Additions at Public, 360insights, Kaiser Lachance

A weekly update of who's headed where in Canadian marketing and communications

Search and social key in consumer purchase cycle

Combining the two can lead to increased spending and stronger brand advocacy

Modern Family takes product placement to the next level

ABC works the National Association of Realtors into the plot of the popular sitcom

Conventional TV revenues fall $46 million in 2015: CRTC

Local and national airtime sales decline, but remain relatively stable

TSO getting in tune with digital

A quarter of its media budget now devoted to digital, with plans to break the 30% threshold next year

Raptors win caps monster weekend for Sportsnet

Four telecasts top 1 million-viewer mark

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

Sport Chek celebrates Raptors’ win in timely fashion

Out-of-home campaign celebrating victory launches within minutes of final buzzer

Videology’s Q1 report shows shifting objectives in video ads

'Canada Video Market At-A-Glance' also shows marketers buying in on mobile video