Pay TV and Streaming Services in Canada: Market Analysis and Future Trends Covering Consumer Attitudes

Market Research HUB

Albany, New York, September 27, 2017: The success of streaming services has turned the entertainment industry upside down. Currently, cable and satellite services do not enjoy that monopoly, nor does a TV set as the prime source of entertainment. With a prime focus on Canada market for Pay TV and streaming services, a study has been added to the vast repository of Market Research Hub (MRH), which is titled as “Canada- Pay TV and Streaming Services Market Reports- September 2017”. This study contains data based on the consumer survey, which reveals that the market for pay TV cable and satellite has been on the decline for several years now, while pay TV via the internet has seen substantial growth in the past five years.

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This study identifies the current trends as well as future growth potential. The main relevance of conducting this research is to study the shifting Canadians consumers’ attitude and behavior towards pay TV and video streaming services and measure the growth prospects by assessing the various factors leading to their growth. It has been analyzed that Consumers in Canada are increasingly cutting the cord when it comes to cable TV. Those who do not eliminate their cable TV service find themselves supplementing their entertainment through online TV streaming services. Financial concerns can lead to frugal spending, thus consumers streaming content for free. Due to this, subscriptions continue to fall for pay-TV cable and satellite.

According to the report key findings, the shifting attitudes of consumers represents an adjustment of how consumers consume media, thus brands in the category are putting an emphasis on online services such as video streaming and pay TV. In terms of service usage, at present, video streaming services are on the rise, in which Netflix reigns are supreme. Computers and TVs are most commonly used to stream video content, in which nearly three-quarters use television to stream pay TV content. On the other hand, younger consumers are more likely to stream music and three-quarters use a smartphone for streaming music. As per the report, Spotify takes top spot among music streaming services. Most prefer pick-and-pay TV but find it expensive and many are satisfied with their pay TV service provider. Even within the space of online streaming services, there are a lot of players have made the market extremely competitive and have ensured that the service providers keep their offerings affordably priced.

Furthermore, consumer attitudes suggest a preference for individual pick-and-pay channels, although prices are still perceived as too high. Also, the study reveals that an increase in options exists for Canadians consumers to watch pay TV via mobile devices (such as smartphones, tablets) and computers, which should see operators in this category support these alternatives.

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Moving further, the research study throws light on the various trending factors in this market. This section states that younger consumers will aid the growth of streaming services, growth in smartphone ownership a plus for streaming services. Streaming video on demand (SVOD) services like Netflix and Hulu have given consumers a wider set of TV viewing options, leading to an accelerated loss of Pay TV subscribers.The next section of the study highlights key player’s services along with their marketing and advertising activities. Amazon’s original content is popular and they are attracting consumers via hit TV series. Also, spotlighting Live stream TV for their customers. Netflix to lose Disney content, finds the study.

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