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 on TikTok, we’re exploring YouTube – but more than anything, we’re enjoying TV.
Time spent watching Total TV (linear + broadcaster streaming services) far exceeds time spent with YouTube, TikTok, and the other streaming services – that’s true not just for Adults 18+, but for younger adults as well. TV also has the greatest reach across all demos.
In Quebec, the Quebec Franco population spends significantly less time streaming, so TV’s lead on reach and time spent is even greater.
For a full breakdown of video activity by demo, check out our updated Total TV & Streaming Viewership reports for the Ontario and Quebec Franco markets.
Numeris VAM data allows marketers to more accurately determine where viewers spend their time with video; advertisers now have measurement insights into the Canadian “streaming wars,” the reach of individual services, and how they compare to Total TV.
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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. The data is based on the fusion of the Numeris online and television panels viewing, resulting in cross-platform audience measurement.
VAM currently covers the Ontario and French Quebec markets on a monthly basis (National information not currently available).