tv & streaming viewership
tv continues to dominate time spent with video
There has never been more high-quality TV content to enjoy – or more ways to watch it.
Marketers can now more accurately determine where viewers spend their time with video using Numeris VAM data. For the first time, advertisers have measurement insights into the Canadian “streaming wars,” the reach of individual services, and how they compare to Total TV.
Amazon Prime was the lead streamer for time spent for A25-54 in September. Putting that into perspective, confirmed VAM data also shows that time spent by A25-54 with Amazon Prime, Netflix, Disney+, and Apple TV+ combined falls short of the 11.2 hours/week they spent with Total TV. The same is true for younger Adults (A18-34).
While time spent with pure play streaming services is increasing – and has surpassed time spent with YouTube – when it comes to Reach, Total TV leads, followed by YouTube, Amazon Prime and TikTok (A25-54).
VAM – Video Audience Measurement – is a cross-platform measurement tool 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).