Research
DEFINITION
The concept of "connected TV" refers to all devices and technologies that make it possible to consume multimedia content online, right from the TV screen.
TYPES OF DEVICES
Many devices can be used to access connected TV: smart TVs ("connected TVs"), phones, tablets, video game consoles, media devices.
TYPES OF CONTENT
Connected TV makes it possible to view different types of content: subscription video-on-demand (SVOD), free content with advertising (AVOD), applications, games and more. Connected TV excludes linear TV.
THE WORLD OF OTT (OVER THE TOP) PLATFORMS
Over-the-top (OTT) platforms allow audiovisual content to be distributed over the Internet, by passing traditional cable and satellite TV providers.
SVOD - Subscription video on demand
Examples: Netflix, Amazon Prime Video, Disney+, ICI TOU.TV Extra, Club illico, Hulu, HBO Max, Apple TV.
AVOD - Advertising Video On Demand
FAST - Free Ad-supported Streaming TV
Examples: Youtube, TVA +, Noovo.ca, ICI TOU.TV (non Extra), Tubi.tv, Pluto TV
THE USE OF CONNECTED TV SETS CONTINUES TO GROW
65% of French speakers use a TV that is connected to the Internet, marking a +4 pts increase between Fall of 2021 and Fall of 2022.
A higher proportion of English speakers use connected TVs, with nearly three quarters of them doing so.
Research Department
Source: Media Technology Monitor (MTM), English and Francophone markets, A18+. Spring 2019 to Fall 2022.
SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET
They represent 50% of the devices used to connect TV set to the Internet. This popularity can be explained by the fact that the majority of new TVS on the market now come with a built-in Internet connectivity.
GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS
41% of Internet-connected TV users use a media device(several types of device are possible). Google Chromecast is popular with both French and English speakers. Roku is more popular among anglophones than francophones.
Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month.
6 OUT OF 10 CONNECTED TV USERS ARE UNDER THE AGE OF 50
61% of connected TV users fall within the 18 to 49 age group, although they represent just under half the population – index: 127
The 50+ age group is significantly underrepresented among connected TV users – index: 75.
A25-54 – index: 124
Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.
PEOPLE WHO USE CONNECTED TVS TEND TO HAVE HIGHER INCOMES
Two-thirds (66%) of connected TV users have a household income exceeding $75,000 - index: 120
Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Excludes don't know and refusal to answer. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.
THE USE OF CONNECTED TV SETS CONTINUES TO GROW
65% of French speakers use a TV that is connected to the Internet, marking a +4 pts increase between Fall of 2021 and Fall of 2022.
A higher proportion of English speakers use connected TVs, with nearly three quarters of them doing so.
Research Department
Source: Media Technology Monitor (MTM), English and Francophone markets, A18+. Spring 2019 to Fall 2022.
SMART TVs ARE THE DEVICES MOST COMMONLY USED TO CONNECT A TV TO THE INTERNET
They represent 50% of the devices used to connect TV set to the Internet. This popularity can be explained by the fact that the majority of new TVS on the market now come with a built-in Internet connectivity.
GOOGLE CHROMECAST DOMINATES THE FRENCH MARKET FOR MEDIA PLAYERS
41 % of Internet-connected TV users use a media device(several types of device are possible). Google Chromecast is popular with both French and English speakers. Roku is more popular among anglophones than francophones.
Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month.
6 OUT OF 10 CONNECTED TV USERS ARE UNDER THE AGE OF 50
61% of connected TV users fall within the 18 to 49 age group, although they represent just under half the population – index: 127
The 50+ age group is significantly underrepresented among connected TV users – index: 75.
A25-54 – index: 124
Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.
PEOPLE WHO USE CONNECTED TVS TEND TO HAVE HIGHER INCOMES
Two-thirds (66 %) of connected TV users have a household income exceeding $75,000 - index: 120
Research Department
Source: Media Technology Monitor (MTM), French market A18+, Fall 2022. Used an Internet-connected TV in the last month. Excludes don't know and refusal to answer. Index: likelihood of having the analyzed characteristics, relative to the average population (pop = 100). The higher the index (> 100), the more pronounced the trend.
In 2022, Connected TV devices accounted for close to HALF of all Video Content Starts on GEM, and represented 54% of total Time Spent Streaming.
Source: Adobe Analytics, Connected TVs include Set-Top box, Television, Gaming Console used to access GEM content from the GEM website or any of the GEM apps. *IMPORTANT CAVEATS: FireTV App and AndroidTV App did not start reporting until July 2019. Chromecast was underreported between January-March 2020.
CLOSE TO 30% OF ICI TOU.TV VIEWS ARE GENERATED THROUGH A CONNECTED TV
Each month, 3.6 million ICI TOU.TV views are generated on a connected TV.*
Representing 29% of all ICI TOU.TV views.
IMPORTANT
Connected TV apps (e.g., Fire TV, Helix, Roku, LG, Samsung, Android TV, Telus Optik et XBoxOne) are still not included in these results. When they will be added to the measurement, connected TV will contribute even more significantly to ICI TOU.TV results.
Research Department
Source: Adobe Analytics, January 1-April 30, 2023 (monthly average). *Views streamed over a television from one of the following sources: mobile device type = television, set-top box or gaming console, Chromecast or Apple TV (excluding AirPlay).
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