TV dominates OTT in viewership: industry group

Despite the impact over-the-top (OTT) streaming services have had on the television market for sometime in Canada, a new report by Think TV suggests that linear is still dominating those services. The report said that, regardless of age, gender or language, linear TV still eclipses viewership on Netflix Inc., Alphabet Inc.’s YouTube, and Facebook Inc. in average weekly hours. Throughout the document, the word “dominates” was used to describe the viewership difference. It also measured the time people spent using Facebook’s photo-sharing app Instagram, Snap Inc.’s camera app, and Twitter Inc.’s social network. It did not list Amazon.com Inc.’s services, which include its Prime Video. It found adults over 18 watched 25 hours of TV a week, 19 times more than Netflix, seven times more than YouTube and 14 times more than Facebook. That was reduced when comparing the 18 to 34 range, which watched 14 hours a week. Women and men over 55 were the clear leaders in the number of viewing hours a week -- watching 49 and 43.6 hours, respectively, which was significantly higher than viewership on the OTT services. The company said it used sources including Numeris, comScore and social media. In previous research, the research organization noted that internet advertising and billboard advertising were the only two categories that saw revenue growth since 2013. In a previous report in 2015, it said that TV ads was most influential among Canadians, citing a survey. The organization pushes a narrative that TV is the most effective medium for advertising. It calls itself a “marketing and research association dedicated to the advancement of commercial television,” which uses “research, success stories, and proof points from around the world” to “turn TV believers into advocates, and naysayers into believers,” according to its website. It’s supported by companies who together represent over 95 per cent of commercial television advertising revenue in the country, the website added.

TV dominates OTT in viewership: industry group

Brief | July 25, 2018

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TV dominates OTT in viewership: industry group

Brief | July 25, 2018

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