Media Technology Monitor (MTM) revealed a look into the media and technology behaviours in its MTM 18+ Fall 2024 Sneak Peek and Adoption reports. Some of the topics covered include TV set ownership, ad blocker use, shortform video consumption and SVOD subscriptions.

Canadians appear to be streamlining their SVOD subscriptions. MTM found that 75% of Canadian households subscribe to at least one SVOD service and 57% to multiple services. That said, there’s a decline in households with four or more subscriptions. This suggests a potential shift towards more selective streaming choices.

In the report, MTM also found that almost three in 10 households, particularly those with younger Canadians, only consume content online, including SVOD and FAST channels. The popularity of short-form video continues to grow with nearly two-thirds of Canadians viewing videos on YouTube Shorts, Instagram Reels and TikTok. Men are more likely to watch YouTube Shorts while women turn to Instagram Reels and TikTok.

Other findings include the fact that advertising avoidance remains prevalent, so the challenge of reaching online audiences continues for advertisers. The data shows that one-third of online Canadians, particularly younger demos, use ad blockers.

In addition, MTM found that more than half of Canadian households own more than one TV. Canadians most likely to have multiple TVs include Anglophones, high-income households, those living in the Prairie provinces and households with children.

The English- and French-language Media and Technology Adoption reports are based on 12,000 telephone interviews annually.

This story originally appeared in Media in Canada

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