newsletter: total tv & streaming viewership: spring 2025
July 9, 2025
thinktv is always here to deliver the facts, and the fact is that even though Canadians’ viewing habits have become more fragmented over time, TV continues to dominate when it comes to video consumption, making it the perfect springboard for your campaigns.
The key takeaways from our Spring TV & Streaming Viewership analysis are below, or you can download the Ontario and Quebec reports for a detailed overview.
TV and streaming
Very few Canadians are “only streamers”; most are watching TV and streaming services.
Time spent
Total TV surpasses YouTube and the combined viewership of all streaming services across all key demos (A18+, A25-54, and A18-34). In fact, TV’s percentage of time spent with video went up over the past year, while YouTube went down.
Canadians stream differently than Americans
Streaming is far more prevalent in the US, where streaming makes up 50% of viewing on a TV set. In Canada, that number is only 21%, with almost 80% going to linear TV, a viewing pattern that is similar to the UK.
Reach
Total TV delivers the highest weekly reach, outperforming all the streaming platforms, including YouTube.
TV dominates the big screen
Linear TV dominates big-screen viewing, commanding 80% of time spent viewing on a TV set (A18+, Ontario). In Quebec, it’s even higher!
Get the full picture of who’s watching what: Download the latest Total TV & Streaming Viewership reports, available for Ontario and Quebec Franco.