total tv & streaming viewership
Total TV continues to dominate time spent with video
Our time spent viewing content is increasingly fragmented: We’re streaming, we’re exploring YouTube — but more than anything, we’re enjoying TV.
Make no mistake: Total TV (linear + broadcaster streaming services) continues to dominate when it comes to video consumption. Add that to its high-attention platform and premium, brand-safe environment, Total TV is a clear winner for driving brand success.
Key findings from our Fall Total TV & Streaming Viewership report:
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TV and streaming: Very few Canadians are “only streamers”, in fact there are more “only TV” viewers than “only streamers”; most of us, of course, are doing both
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TV leads in time spent: Total TV continues to outperform all video platforms, delivering a 72% share of video viewing
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TV leads in reach: Total TV delivers the highest weekly reach, far outperforming all streaming platforms, including YouTube
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TV dominates the big screen: Linear TV dominates big-screen viewing, commanding 80% of time spent with a TV set
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Canadians stream differently than Americans: Streaming is far more prevalent in the US, where it makes up 50% of viewing on a TV set, compared to only 20% in Canada
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National data: The data in this report now includes Total Canada, thanks to the recent launch of Numeris’ National VAM data, which provides a more holistic view of Canadians’ viewing habits. For more on National VAM click here
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Download the full report below and be sure to reach out to us with any questions.
fall 2025 Canada spring 2025 Ontario spring 2025 Quebec fall 2024 Ontario fall 2024 Quebec spring 2024 Ontario fall 2024 Quebec spring 2024 Quebec
about VAM 
VAM – Video Audience Measurement – is a cross-platform measurement data set developed and provided by Numeris. VAM captures video consumption from linear television, OTT services and online viewing on all devices and platforms across Canada. The data is based on the fusion of the Numeris online and television panels viewing, resulting in cross-platform audience measurement.