‘TV my way’ segment continues to grow: MTM

One of four emerging trends identified in technology adoption report

Research company Media Technology Monitors (MTM) has identified a growing segment of TV viewers it calls “TV my way,” who watch online via streaming services and have no traditional paid TV subscription.

According to MTM’s latest Media Technology Adoption report, the so-called “TV my way” segment has grown to 12% of Anglophone Canadians from 8% a year ago and 5% in 2012.

While MTM says the “majority” of Anglophone Canadians still subscribe to TV services – a number it pegs at 77% – the subscription market continues to experience declines because of the emergence of online services.

TV subscriptions have fallen slowly but steadily in the past decade, from 88% in 2007 to 85% in 2012. Cable TV penetration, meanwhile, has fallen from 60% in 2008 to 40% in 2015, with MTM predicting further declines as subscribers turn to “competitive offerings” and others re-assess the value of a TV subscription.

Satellite TV penetration, too, has fallen from a high of 27% in 2011 to 16% last year, with MTM saying it will continue to experience “competitive market pressures.”

Nearly half (47%) of Anglophones now have a Netflix subscription, up from 29% in 2013, although the U.S. service now faces competition from the home-grown services Shomi and CraveTV, which have market penetration of 5% and 2% respectively.

The study identified four technologies – TV subscriptions, cable TV, satellite TV and off-air TV – that are declining, while the list of maturing technologies includes PVRs, tablets, streaming audio and HDTV.

More than one fifth (21%) of Anglophones now use streaming audio services like Spotify, up from 19% in 2014, yet nearly one-quarter (23%) continue to listen to terrestrial radio stations online, up from 20% in 2011.

The report also identified the podcast as undergoing a renaissance in recent years, fuelled by the success of breakout hits like Serial. Approximately 24% of Anglophones listened to a podcast last year, up from 11% in 2011.

A reported four of every five Canadians (82%) watched some form of online content in the past month, with 70% watching a YouTube video; 49% watching a TV show or clips; 47% watching news clips and programs and 43% watching a full-length movie.

Wearable technology is among four trends identified as emerging by MTM, along with Chromecast, the engaged social TV viewer and TV my way. Approximately 12% of Anglophones have some form of wearable technology, with the Fitbit the most popular (owned by a reported 7%) of respondents.

The study’s findings are based on a fall 2015 survey of 4,003 Anglophones – including 801 cellphone only – from all regions of the country. The results are considered accurate within plus or minus 1.5% 19 times out of 20.

Add a comment

You must be to comment.

Create a Commenting Account

Media Articles

An agency exec makes the case for artists in the boardroom

Ron Tite offers CMOs a perfect roadmap for organizational creativity

The sky’s the limit for storytelling at Mondelez

A sneak peak from Marketing Live about content so good it makes money

Rogers introduces Twitter support

First Canadian company to offer support via social media platform

Twitter party spreads research on pediatric pain management

Year-long #ItDoesntHaveToHurt initiative provides helpful tips to parents

NHL’s Bill Daly explains use of virtual ads on rink boards

Deputy commissioner discusses sponsorship innovation at MES 2016

Netflix looks at binge habits of Canadians, global users

Viewers are getting hooked faster to binge-worthy content than ever before

Rogers goes big to promote World Cup of Hockey

New campaign spans traditional media to experiential and in-store

Pattison wins Richmond, B.C. street furniture contract

New 20-year contract includes provisions for digital inventory