Canadian Viewing Profiles
Cord Jumping
Over-the-Top TV
The Media Technology Monitor (MTM©) is Canada's premier research product in the area of technology ownership and use. Based on 12,000 telephone interviews annually (including a cellphone only sample), the MTM has spoken with over 140,000 Canadians (equally split between Anglophones and Francophones) over the past decade making it the most accurate and comprehensive media technology tracking survey of its kind. Now, building on the reliability of our telephone research, the MTM has added a new Return-To-Sample (RTS) online survey to facilitate deeper dive studies and focused understanding of Canadians and their Internet-based activities
The MTM is Canada's most accurate syndicated media technology survey based on interviews with over 12,000 Canadians – 6,000 Anglophones and 6,000 Francophones – across two survey periods (Fall and Spring). The MTM's large sample sizes and high response rates exceed industry standards and provide subscribers with an in-depth, accurate look at hard-to-reach groups and niche markets such as Generation Z, Cord Cutters and cell-phone only households.
Anlgophones and Francophones consume existing and new media technology differently. Understanding and evaluating the differences between the two groups can be critical to any business strategy. Executive level reports, the Data Analysis Tool and the customizable Trending Tool all highlight the differences between the two language groups as well as providing insight on Canadians as a whole.
As one of Canada’s longest running surveys, the MTM provides subscribers with a trusted source for all things media and technology related. Our dynamic Trending Tool allows users to track over a decade of data for over 100 technologies and activities and filter these variables by numerous demographics including language market, region, age or gender.
A better understanding of your competition can give you the edge in today’s aggressive marketplace, and this year’s MTM includes information on hundreds of brands and services. Through the ongoing release of research reports, use of the Data Analysis Tool and the new forecasting section of the site, subscribers have access to in-depth competitive analysis through which they can identify and analyze media technology products and services by brand and find out more about competitors and their customers.
Gain from the experience and knowledge of a dedicated team of professional market researchers and industry analysts who will provide insight and observations in the form of syndicated reports of topical issues released through the year. Subscribers can also benefit from forecasts for select technologies providing insight over the long term.
Cord cutting refers to the act of cancelling a paid TV subscription service in favour of accessing TV through other means such as the Internet, through an antenna, watching DVDs or outside of the home. Cord Shaving: Cord shaving is the act of cutting back on your paid TV service by reducing the number of channels you receive usually with the intent to reduce cost. Cord Never: Cord nevers are individuals who have never had a paid TV subscription.
Music streaming service refers to services available on the Internet which allow users to select from a number of possible streams and customized playlists. Some services are free while others require a paid subscription. Examples of personalized audio services include Apple Music, SoundCloud, and Spotify.
OTT is an acronym for “over-the-top” and refers to video and television content that is accessed through Internet rather than from a service provider’s own dedicated network. Netflix, Shomi, Crave TV, Club Illico and ICI Tou. tv are a few OTT service providers.
Binge viewing refers to watching 3 or more episodes of the same show in a single sitting. This could be done in any number of ways, such as scheduled TV, PVR, online streaming, and OTT services such as Netflix.
Smart TVs are Internet-enabled TV sets. Unlike other Internet-connected TVs which require another device to provide the TV with Internet access (i.e. game console, Chromecast, Apple TV, etc.), however, a Smart TV has the Internet connection built right into the television set. Owners of Smart TVs are able to watch/stream media, surf the net, play games and access apps on their television screen.
Also known as an intelligent assistant, these technologies can do things like perform a search, play music, get directions, open or use apps or do scheduling based on voice commands. Examples include Siri on Apple devices and Alexa on Amazon devices.
Refers to those who have no live TV access at home choosing to watch television exclusively online, via different streaming websites and services. They do not have a traditional paid TV subscription or receive any over-the-air broadcast signals.
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