Summer may still be a few months away, but things are really heating up in Canada – at least when it comes to digital video. comScore recently published their Canada Digital Future in Focus 2012 report and Canadians are serious about their time spent online.
While Canada may have significantly fewer unique visitors online than the United States (Canada = 24mm, US = 188mm), according to the report, there are some key differences that put Canadians ahead of the pack when it comes to watching video online:
- Spend more time online: 40+ hours per month
- View more sites per month: 4,000+ sites per month
Furthermore, those numbers rank higher than ANY of the top 12 countries online. So what are Canadians doing online? The research shows that social networking and entertainment account for the greatest share of time spent online. What does entertainment often include? That’s right, video.
The entertainment category shows the greatest increase in the number of videos viewed, streaming a monthly average of 5.3 billion videos in Q4 2011: a year-over-year increase of more than 217 percent.
- Total online video viewership is up 58 percent in the Canadian market year-over-year
- Those under age 35 account for 57 percent of all videos viewed online
- All age groups are accessing online videos at an increasing rate
So what does it all mean? The future is bright for digital advertisers in Canada: digital ad spend in Canada is expected to total $2.6 billion in 2011. By 2013 it will challenge TV for the #1 spot in media spend, and by 2014 it is expected to surpass it.