OTT services rise in viewer popularity, awareness: study

While CTV remains the top-of-mind TV brand for Canadians, streaming services made a significant push into the top 20 in a new report from Solutions Research Group.
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Netflix’s status as a TV brand is increasing in the minds of Canadians.

That’s according to the latest Digital Life study from Toronto-based Solutions Research Group, which, for the second year in a row, asked a panel of Canadians which “favourite” TV brands were “top of mind” for them.

While it still sits behind longtime number one CTV, Netflix climbed two spots to #2, displacing former second-place finisher CBC (now at #4) and leapfrogging Global, which stayed put at #3. Rounding out the top five was TSN, up from #8.

These results were based on interviews with 1,100 Canadians in December. The first survey was conducted in late 2017.

Other streamers in the top 20 included YouTube at #16, Amazon Prime Video at #19 and Canadian brand Crave at #20. YouTube rose two spots, while Prime and Crave made the top 20 for the first time.

The highest-ranking U.S. network is NBC, which comes in at #6 and had a significant lift (up from #14). SRG attributes this largely to the resurgence in popularity of Saturday Night Live.

TSN competitor Sportsnet also showed improvement, rising to #7 from #11. History rose two spots to #8, while HBO fell four spots to #9. ABC rounded out the top 10.

For women, although Bell Media’s CTV was #1, Corus brands were largely dominant. Five brands out of the top 10 are owned by Corus: Global (#2), Food Network (#5), HGTV (#6), W Network (#7) and History (#10). Netflix (#3) and CBC (#4) also rank high with female viewers.

For men, Netflix was #1, with CTV and CBC following. TSN came in at #4, followed by HBO (#5), Global (#6), Sportsnet (#7), Food Network (#8), ABC (#9) and NBC (#10).

From Media in Canada