Television Trends
Despite the rise of streaming, traditional linear TV continues to be relevant in Canada, according to the latest thinktv report on total TV and streaming viewership.
Interestingly, provincial data indicates that Ontarians aged 18+ spend an average of 15.5 hours per week watching linear TV, compared to 5.6 hours per week on YouTube, Prime Video, Netflix, Disney+, Apple+, and Crave combined.
Even among younger demographics, traditional television is dominant: 58% of adults aged 18–34 watched linear TV.
Why It Matters
While streaming often gets the spotlight in media conversations, the data tells a different story in Canada.
If you’re making media decisions based solely on perceived or US trends, you may be overlooking where you will truly find your audience.
Especially for organizations reaching a multi-generational or older demographic, linear TV remains a powerful and relevant platform. It still delivers scale, reach, and consistent daily viewership.
This also matters for advertising. The report points out that, “ads viewed on TV screens are more impactful with recall rates 34% higher than computer screens and 60% higher than mobile devices.”
Next Steps
If you’re trying to reach viewers in Canada, we recommend building a balanced, age-aware media plan that includes linear television.
If you’re unsure how to strike the right balance in your next campaign, please reach out. Our team can help you assess your media mix and align it with real-world viewing habits.
What’s the best channel you’ve found for connecting with your ideal viewers?
Sam Rinearson
Director of Strategy | sam@eaglecom.us