Video streamingAs of July 2021, 27 percent of subscription streaming viewers and even 38 percent of ad-funded viewers watched more than 20 hours video-on-demand content in Canada on a weekly basis, as online platforms have begun to slowly push traditional cable video providers out of the market. Netflix is the most popular among these subscription streaming video services, with a total of 18 million Canadians viewing the service as of 2020. By comparison, the domestic offer Crave reached less than half of the population. In addition to Netflix, Amazon Prime Video, and Crave, free streaming services such as YouTube and Tubi are becoming more and more popular, especially among younger generations.
Audio streamingStreaming audio has experienced similar success in the Canadian market, evidenced by the fact that total music streaming services reached over seven million users in 2021. The song “Drivers License” by Olivia Rodrigo was streamed 54 million times in the first half of 2021 alone, and one in three Canadian adults listen to podcasts on at least a monthly basis. Apart from Spotify, popular digital music brands in the country include Amazon Music, YouTube Music, and Apple Music.
Streaming media looks to be set to continue its growth in Canada in the coming years, with a forecast suggesting that streaming music and video services will count more than 35 million users in 2027.