Younger Canadians are turning away from traditional cable and looking toward streaming sites like Netflix or Shomi, according to the results of an Insights West poll released March 16.
Only 25% of Millennials, defined as those between 18 and 34, say they watch television live, compared with 53% of the overall population. Among those aged 35-54, 47% say they watch TV live, as do 63% of those over 55.
“Canada’s youngest adults are already moving away from live television and finding content through other sources,” said Insights West vice-president of public affairs Mario Canseco.
“Almost half of their television viewing time is now happening on a computer, tablet or mobile phone, a fact that will force advertisers to find a different way to communicate with them.”
British Columbians are the least likely to watch live TV, with only 48% saying they do so. Those in Quebec (62%) were the most likely, followed by Alberta and the Atlantic provinces (both 60%).
In B.C., our first choice is watching television on a TV set using a digital recording device, followed by streaming.
The survey also found that households with an annual income of less than $50,000 watch more TV than those in higher income brackets (25 hours compared with 19 hours, respectively).
The majority of those surveyed—90%—said they are dissatisfied with their cable packages because they include too many channels they never watch. As well, 88% said they feel they pay too much.
Most poll respondents (55%) say they would consider getting a “skinny basic” cable option, which would contain some basic stations and give the option of picking and choosing other channels to add to the plan.
(Check out this Practical Geek podcast in which Business In Vancouver reporter Tyler Orton and the Practical Geek's Barry Link discuss the top choices for set top boxes.)
@EmmaHampelBIV
