VOD on the rise in Canada


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Michelle Clancy

| 02 December 2015




Even though the overwhelming majority of Canadians still watch live TV, video-on-demand (VOD) is on the rise.



That’s the word from Canadian audience measurement firm Numeris, which found that about 90% of overall viewing is still live — over the air or through cable — as compared with on-demand.

However, "Services such as video on demand are relatively new offerings in Canada, but they have been steadily on the rise," the report said. "Catch-up viewing is growing rapidly, especially for the younger age groups."

The most common VOD users are females aged 25-49, with a job, and children under 12.

The change in viewer behaviour will also affect advertising, Numeris predicted. "The importance of this viewer information will increase in value as time-shifted platforms continue to grow in popularity," it said.

The news dovetails with recent findings that the majority of Canadian video advertising campaigns are structured to be cross-screen. According to an analysis of all impressions running through Videology's platform in Canada during the third quarter, there was a 154% year-on-year increase in the number of campaigns delivered on more than one type of device.