Canada Subscription Media Market Report 2020

Consumer Reports Media and Marketing Canada

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Report Summary

“Consumers have become accustomed to streaming services with the majority having some form of subscription media. With millions of Canadians staying home due to the COVID-19 pandemic, many with additional time on their hands and kids at home, will likely sign up for streaming services if they haven’t already done so. That said, post-pandemic, decisions may need to be made regarding which service, if any, consumers will want to keep.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour

This report looks at the following areas:

The impact of COVID-19 on consumer behaviour and the subscription media market
How the subscription media market will fare the post-COVID-19
Explores consumer usage, behaviours and attitudes towards paid video subscription services, music/audio streaming services, live sports streaming and cloud gaming services
Examines the challenges the subscription media market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing

Overview
- What you need to know
- Key issues covered in this Report
- Definition
Executive Summary
- The issues
- Impact of COVID-19
  - Figure 1: Short, medium and long term impact of COVID-19 on subscription media, April 2020
- Canadians will be cautious with spending habits, given COVID-19
- Older consumers would rather own than stream
- Cost-related concerns arise with video streaming
  - Figure 2: Cost-related video streaming behaviours (% agree), January 2020
- Artist compensation needs to be addressed
- The opportunities
- No ads and flexibility are attractive
  - Figure 3: Top four reasons to pay for music/audio services, January 2020
- Content on video streaming is keeping users happy
  - Figure 4: Video streaming service-related attitudes, January 2020
- Music streaming can be a discovery tool
  - Figure 5: Attitudes towards audio-related services, January 2020
- What it means
The Impact of COVID-19 on Subscription Media
- Summary
  - Figure 6: Short, medium and long term impact of COVID-19 on subscription media, April 2020
- Opportunities and Threats
- In the short term, shelter in place orders give subscription services a boost
  - Figure 7: Projected volume of welcome emails by week, Canada, December – April 2020
- However, short-term benefits may lead a drop-off by the end of the year
- More news is good news (at least in the short term)
- Impact on the market
- The entertainment industry is facing supply issues as content production is halted
- Earn loyalty now in order to survive for the medium-term
- Shifts in consumer behaviour
- Video game usage has increased
- How the crisis will affect key consumer segments
- Younger consumers will boost subscription numbers
- Parents will rely more on video entertainment
- How a COVID-19 recession will reshape the subscription media industry
- Perception of financial health was already softening
- COVID-19: Canadian context
The Market – What You Need to Know
- Rogers launches 5G wireless networks
- Immigration will help to drive growth
- Canadians will be cautious with spending habits
Market Factors
- Rogers launches 5G wireless networks
- Immigration will help to drive growth
  - Figure 8: Population growth, high-growth scenario, Canada, 2019/20-2023/24
  - Figure 9: Usage of paid streaming services, South Asian Canadians* vs overall, January 2020
- Canadians’ financial health stable for now but this is likely to change
Key Players – What You Need to Know
- New video streaming brands have gained ground
- Consumer sentiment reveals a positive state for video streaming
- Price concerns persist
- New arrivals to the video streaming market
What’s Working?
- New video streaming brands have gained ground
- Consumer sentiment reveals a positive state for video streaming
What’s Struggling?
- Price concerns persist
- Satellite radio could lose appeal moving forward
What’s Next?
- New arrivals to the video streaming market
- Reducing technical frustrations
The Consumer – What You Need to Know
- Over half of Canadians subscribe to a video streaming service
- Netflix is the dominant force in the category
- Consumers are planning on keeping all their services for the near future
- No ads and flexibility will attract new subscribers
- Artist compensation is an issue
- Most are happy with their video streaming programming
Paid Streaming Services Subscriptions
- Over half of Canadians subscribe to a video streaming service
- - Figure 10: Usage of paid streaming services, January 2020
- Men are avid users of paid streaming
  - Figure 11: Paid streaming services (select), by gender, January 2020
- - Figure 12: TIDAL Instagram, post, March 2020
  - Figure 13: Sports-related attitudes towards paid streaming services (% any agree), by gender, January 2020
Video Streaming Services
- Younger consumers are more avid subscribers
  - Figure 14: Subscriptions to video streaming services, by age, January 2020
- Netflix is the dominant force in the category
  - Figure 15: Subscription to video streaming services, subscribed vs plan to subscribe, January 2020
- Parents are good for business
  - Figure 16: Current subscriptions or plan to subscribe, parents vs non-parents, January 2020
- Crave not craved in Quebec, at least not yet
  - Figure 17: Current subscriptions, Quebec vs overall, January 2020
  - Figure 18: Crave Canada Instagram, post, January 2020
- Awareness is a huge issue for some services
  - Figure 19: Uninterested or unaware of video streaming services, January 2020
- South Asians are a group to look out for
  - Figure 20: Current subscriptions, South Asian Canadians* vs overall, January 2020
Video Streaming Behaviours
- Consumers are planning on keeping all their services for the near future
  - Figure 21: Video streaming behaviours, January 2020
- - Figure 22: What’s New on Netflix | March 2020 | Netflix, February 2020
- Costs are a concern
  - Figure 23: Cost-related video streaming behaviours, January 2020
Paid Audio Service
- Two thirds of 18-34s pay for music
  - Figure 24: Subscriptions to paid audio streaming services, by age, January 2020
- No ads and flexibility will attract new subscribers
  - Figure 25: Reasons to pay for music/audio services, January 2020
- - Figure 26: Audible, acquisition email, February 2020
- Younger consumers motivated by several factors
  - Figure 27: Reasons to pay for music/audio services, by age, January 2020
- Artist compensation is an issue
- - Figure 28: Attitudes towards streaming music, January 2020
- - Figure 29: Digitally Imported Instagram post, March 2020
  - Figure 30: Attitudes towards streaming music, by gender, January 2020
- Older consumers would rather own their music
- - Figure 31: Attitudes towards streaming music, by age, January 2020
- - Figure 32: Attitudes towards streaming music, by parental status, January 2020
- - Figure 33: Attitudes towards streaming music, South Asian Canadians* vs overall, January 2020
Attitudes towards Paid Streaming Services
- Most are content with their video streaming programming
  - Figure 34: Video streaming service-related attitudes, January 2020
- - Figure 35: Crave, informational email, January 2020
  - Figure 36: Netflix, informational email, February 2020
- - Figure 37: Netflix, informational email, February 2020
- Price concerns are salient regarding video streaming
  - Figure 38: Cost-related attitudes towards video streaming subscriptions, January 2020
- Music streaming is a great way to discover new artists
- - Figure 39: Attitudes towards audio-related services, January 2020
- Improvement may be needed for live sports providers
  - Figure 40: Attitudes towards watching sports, January 2020
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Data

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*databooks not available with UK B2B Industry reports.

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Canada Subscription Media Market Report 2020

Report Summary

Table of Contents

Overview

Executive Summary

The Impact of COVID-19 on Subscription Media

The Market – What You Need to Know

Market Factors

Key Players – What You Need to Know

What’s Working?

What’s Struggling?

What’s Next?

The Consumer – What You Need to Know

Paid Streaming Services Subscriptions

Video Streaming Services

Video Streaming Behaviours

Paid Audio Service

Attitudes towards Paid Streaming Services

Appendix – Data Sources and Abbreviations

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