Reports

In a time-crunched world, our executive-level syndicated reports provide targeted information in an accessible way making it easier for readers to find the information they want about the topics that interest them the most. In addition to the bi-annual Adoption Reports and free Sneak Peeks, users can access numerous other reports focussing on different technologies, trends, activities and demographic groups

Adoption Reports

These top line reports provide overviews of key results from the fall and spring MTM surveys. They provide penetration trends for various media technologies, both emerging and declining, in the context of the consumer adoption cycle and highlight some of the biggest trends and findings of each data release.

Adoption Reports

Summary

adoption cycle charts

National

Other Reports

Filter through reports by choosing an option below.

  • Gaming
  • Gaming

    Gaming has changed rapidly in the last several decades. The boom and bust of arcades, the rapid growth of mobile gaming and substantial upgrades in terms of graphics and design have all occurred. Consoles are also more media-centric than ever before, allowing for easy streaming of other types of content online. As the medium has grown so rapidly, its vital to consider its current audience, and what makes them distinct from other Canadians. This report considers Anglophones ownership of game consoles, those who play games online, and details about watching gaming content/esports online.

    Full Report Summary
  • Podcasting
  • Podcasting

    Podcasting represents a unique niche for online audio content. Hosted across a wide range of platforms, including websites, apps and even music streaming services, these recordings are more comparable to talk radio shows, with a focus on a specific topic. Podcasts hit the mainstream following the success of NPRs Serial in 2014. Years later and in the face of other major shifts in technology, how has podcasting faired? This report considers Anglophones use of podcasts, key demographic data of podcast users and how podcast users consume other audio content.

    Full Report Summary
  • Top 10 Smartphone Activities
  • Top 10 Smartphone Activities

    There is no shortage of content available to smartphone owners. People aren’t just taking and making calls with these devices. With endless choices, what are Canadians doing on their smartphones?

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  • Top 10 Activities on a Tablet
  • Top 10 Activities on a Tablet

    While not as common as smartphones, tablets offer much of the same functionality and also sport larger displays. With endless options, what are Canadians doing on their tablets?

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  • Social Networking
  • Social Networking

    Keeping in touch, creating and sharing content and learning the latest about the world around us. These are just some of the ways we engage with social media. With usage of reaching peak levels, and more networks available on more platforms than ever before, it begs the question, who is the average social networker? This report considers use of social networks amongst Anglophone Canadians to find out.

    Full Report Summary
  • Smart Speakers
  • Smart Speakers

    As time moves along, we see new innovations come into our homes. The newest technology to come into the Canadian market has generated a lot of buzz – Smart Speakers. Devices like the Google Home and Amazon Echo allow users to do many things via voice commands. This report looks at how Canadians have begun to adopt smart speakers into their homes, how they are using them, and who is most likely to buy.

    Full Report Summary
  • 4 Screen Report
  • 4 Screen Report

    As technology continues to evolve, Canadians are able to access the Internet on a variety of devices. With a number of options for Internet screens, many Canadians are not limiting themselves to only one. Many will engage in certain activities on a particular screen and others on other screens. This report profiles Anglophones who own the four primary devices for Internet usage – the computer, smartphone, tablet, and Internet-connected TV.

    Full Report Summary
  • Radio
  • Radio

    Radio draws many parallels with TV. Both are longstanding forms of technology, used by almost all of the Canadian population. Their usage has also shifted as a result of their content becoming available online, and across more devices than ever before. How do Canadians engage with this longstanding medium today? This report looks at Anglophones use of AM/FM radio content on traditional receivers, consumption of satellite radio, and accessing radio content online.

    Full Report Summary
  • Infographic - Internet Activities
  • Infographic - Internet Activities

    The Internet is an essential tool for the majority of Canadians (Anglophones 18+). 92% of Anglophones say they have used the Internet in the past month, and the average user reports spending over 24 hours per week online. More access and more time spent online means the number of activities performed has skyrocketed.

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  • Infographic - Internet In The Home
  • Infographic - Internet In The Home

    A home Internet connection allows Canadians access to all sorts of opportunities. They can find out about the world, engage with others, take care of business and have fun from the comfort of their home.

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  • Virtual Assistants
  • Virtual Assistants

    As technology continues to evolve, we see new functionalities and applications emerging. One of these technologies is the voice-activated virtual assistant: an interface that understands natural language voice commands and completes tasks for the user. This report looks at the use of a number of these interfaces among Canadians.

    Full Report Summary
  • TV My Way
  • TV My Way

    Online TV is more accessible than ever before. Canadians have access to an unprecedented amount of TV content through online sources and are able to watch on nearly any Internet-connected device. While many are utilizing some combination of traditional and online sources, some are only accessing content through the latter. This report looks at Anglophones who do not have any paid TV service (like cable, satellite or fibre optic) or own an antenna, but instead watch TV content online. We now call this group “TV My Way.”

    Full Report Summary
  • TV Distribution
  • TV Distribution

    This report looks at trends in the way consumers access TV, what products/services they are using, and how they bundle their services. It outlines user profiles for the various TV services which includes Cable TV, Satellite TV and Fibre Optic (IPTV). It also highlights Off-Air TV reception.

    Full Report Summary
  • Infographic: The World of Radio
  • Infographic: The World of Radio

    From the earliest days of radio, people around the globe have been using it to share information, ideas and entertainment, and Canadians are no different! In our fast-paced, Internet-enabled world, however, has our connection to radio changed? To celebrate World Radio Day, the MTM has gathered some key findings on how Canadians continue to consume and enjoy radio today.

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  • Seniors
  • Seniors

    Seniors sit in a very unique position compared to other generations. The majority are in retirement, they represent a growing part of the Canadian population, and their use of traditional forms of media is nearly unrivaled. Their adoption of more Internet-based technologies and services is also higher than someone would assume. This report profiles the ownership and use of media technology of Senior Anglophones (72+) and how they compare to younger Anglophones (71 and under) in an effort to consider what makes this group distinct.

    Full Report Summary
  • Boomers
  • Boomers

    The Boomer generations (Younger and Older) have long been very influential in Canadian society. Their size and affluence have been drivers of marketing and sales strategies. However, with new technologies appealing to younger Canadians, we are seeing Boomers following trends in some cases.

    Full Report Summary
  • Millennials
  • Millennials

    Millennials are stepping to the forefront of Canadian society. These are people who have grown up with the Internet and mobile technologies and are avid users of these offerings. It is clear that Millennials are invested with mobile technologies and love to go online, but how strong is this interest.

    Full Report Summary
  • Banking
  • Banking

    The availability and prominence of Internet-connected devices has had a significant impact on the daily lives of Canadians. A major convenience is the ability to bank online. Paying bills, accessing statements, transferring funds, investing and more are all possible on a wide range of devices. This report looks at how online Canadians are banking, both online banking and in person, including who is most likely to take advantage of these services and what makes the users of specific banks different from the general online population.

    Full Report Summary
  • Fake News
  • Fake News

    Fake News is defined as false, often sensational information disseminated under the guise of news reporting. This year the MTM asked Canadians about their perceptions of fake news.

    Full Report Summary
  • Alberta
  • Alberta

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Manitoba Saskatchewan
  • Manitoba Saskatchewan

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Montreal Anglophones
  • Montreal Anglophones

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Ontario
  • Ontario

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Toronto
  • Toronto

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Vancouver
  • Vancouver

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Francophones au Canada (French)
  • Francophones au Canada (French)

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Francophones de Montréal (French)
  • Francophones de Montréal (French)

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Francophones de Québec (French)
  • Francophones de Québec (French)

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • Atlantic Provinces
  • Atlantic Provinces

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • British Columbia
  • British Columbia

    Canada is a large and diverse country, and this series of 11 reports compiles data on media technology ownership and usage in a number of markets highlighting the similarities and differences across regions, provinces and major cities.

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  • News Enthusiasts
  • News Enthusiasts

    With many sources of media available, Anglophone Canadians spend a lot of time consuming news – including local, national and international, as well as politics and business news. This report profiles Anglophones who are heavy consumers of news. This is defined as those who consume all types of news on a daily or near daily basis.

    Full Report Summary
  • Infographic: World TV Day
  • Infographic: World TV Day

    Happy World TV Day today!

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  • Cell Phone Only Households (CPO)
  • Cell Phone Only Households (CPO)

    As an increasing proportion of Canadian households cut their landline and opt for cell phones instead, it is important to examine this growing demographic. For the fifth year in a row, the MTM has incorporated a Cell Phone Only (CPO) Household sample into its research. This report provides an overview of the Canadian CPO Individual (COI) with respect to demographics, technology ownership, online activities and media use. It compares this group to cell phone owners who have a landline phone as well.

    Full Report Summary
  • Over-the-Top TV
  • Over-the-Top TV

    In recent years, the ways people receive television content have diversified. The Internet has allowed viewers greater access to TV content at their leisure. Several new services have emerged to provide content. This report looks at one of the new methods of receiving TV content – Over-the-Top TV (OTT). This report looks at the adoption of OTT in the Anglophone market. We explore the people who have turned to these services, including CraveTV, Amazon Prime Video and of course the first-to-market Netflix.

    Full Report Summary
  • Visible Minorities
  • Visible Minorities

    Canada is an incredibly culturally diverse country. Our reports and data have always provided an in-depth look at Canadians use of technology according to their language, age, gender and region. This report provides a review of Canadians who self-identify as a visible minority including comparisons of their interaction with technology and media to the Canadian population as a whole.

    Full Report Summary
  • Instagram
  • Instagram

    The world of social networking has expanded far beyond just Facebook. With options for social networking today as diverse in their use as in their clientele, this new series of reports continue to look at some of the newer sites and apps that Canadians are using. This report will do so by focusing on the use of Instagram amongst Canadians.

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  • Snapchat
  • Snapchat

    The world of social networking has expanded far beyond just Facebook. With options for social networking today as diverse in their use as in their clientele, this new series of reports continue to look at some of the newer sites and apps that Canadians are using. This report will do so by focusing on the use of Snapchat amongst Canadians.

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  • Twitter
  • Twitter

    The world of social networking has expanded far beyond just Facebook. With options for social networking today as diverse in their use as in their clientele, this new series of reports continue to look at some of the newer sites and apps that Canadians are using. This report will do so by focusing on the use of Twitter amongst Canadians.

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  • WhatsApp
  • WhatsApp

    The world of social networking has expanded far beyond just Facebook. With options for social networking today as diverse in their use as in their clientele, this new series of reports continue to look at some of the newer sites and apps that Canadians are using. This report will do so by focusing on the use of WhatsApp amongst Canadians.

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  • Smartphone Streaming
  • Smartphone Streaming

    Smartphones are no longer a portable telephone device only. Today, they allow owners to not only communicate via telephone, text, email and other means but to consume online media such as audio and video content. With larger data plans, prolific Wi-Fi access and faster Internet speeds, streaming online video and audio content has become the new normal. This report looks at the consumption of audio, video and TV content via smartphones.

    Full Report Summary
  • Music Streaming Services
  • Music Streaming Services

    The demands of the Canadian listener are more challenging to pin down than ever before. They have a strong desire for curated, on-demand content. This appetite is fulfilled through music streaming services (MSS). Major companies including Apple and Google have created their own services and now Canadians are taking notice. This report focuses in particular on Anglophones use of music streaming services. Highlights include their demographics, use of different services available and devices used to access this type of content.

    Full Report Summary
  • Skinny Basic and Pick & Pay
  • Skinny Basic and Pick & Pay

    In March 2016, the CRTC mandated that TV service providers offer a very basic package of channels for a minimal cost of $25. These packages are referred as “Starter Packages” or “Skinny Basic.” Consumers could opt to use this as a foundation and add individual channels through a system known as “Pick & Pay.” This report looks at how this mandate has impacted the Canadian consumer TV market in its first year of availability.

    Full Report Summary
  • Cord Cutting
  • Cord Cutting

    TV content is no longer limited to live schedule TV making the need for a subscription TV service such as cable or satellite less prominent. As a result, some people are “cutting the cord” – cancelling their subscriptions to paid services. This report looks at how much interest there is in cutting the cord. Who has already done it, who is most interested, who has never bothered to subscribe, and how cord cutters are accessing TV content are just some of the topics which will be explored.

    Full Report Summary
  • Infographic: financial habits of online canadians
  • Infographic: financial habits of online canadians

    As the choice of Internet activities expands, the banking sector continues to lead way as the vast majority of services are now available online. Canadians are choosing the convenience of online banking to simplify their lives with tools that make all types of financial transactions a breeze. This move to online and mobile banking is not necessarily to the detriment of traditional banking services, however. With the MTM’s robust sample of 12,000 Canadians, we delve into the banking realm – both online and traditional methods – to find out what Internet users have to say.

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  • Streaming Audio
  • Streaming Audio

    When it comes to online audio, Canadians have access to a near limitless amount of choice. Free and paid options like music streaming services, online AM/FM radio streams and Podcasts are all widely available and accessible on nearly any Internet-Connected device. This report is a broad overview of online audio, considering the popularity of its various types and how Anglophones use them.

    Full Report Summary
  • Streaming Video and Online TV
  • Streaming Video and Online TV

    There is an endless amount of video content hosted online and anyone with an Internet connection has the ability to post or view it. TV content has also made its way online and is hosted through a wide range of streaming sites/apps. This report examines how Anglophones are consuming these types of content.

    Full Report Summary
  • Professional and Amateur Sports
  • Professional and Amateur Sports

    Many Canadians enjoy watching a variety of sports. While the “Big” professional sports leagues (NHL, NFL, MLB, NBA, CFL, and MLS) garner much of the attention, many Canadians also support “high performance” or “amateur” sports such as skiing, skating, and curling. This report looks at Canadians who consume sports content and their use of media technology.

    Full Report Summary
  • Radio
  • Radio

    Radio has long been a staple of the media landscape. Like other forms of media, new technologies are changing the way that Canadians consume radio content. Canadians are no longer restricted to traditional AM/FM radio receivers and now can access content via the internet and via satellite. This report looks at Anglophones use of AM/FM radio content on traditional receivers as well as on new platforms.

    Full Report Summary
  • How is the Tablet Landscape Changing?
  • How is the Tablet Landscape Changing?

    Today, information and communication technology have become a principal driver in the Canadian society. As one of those technologies, tablets have similarly became very commonplace in the Canadian market. With adoption at an all time high, the question remains, what is the current state of these devices and their owners? This report examines the use of tablet with a focus on market trends, tablet owners, their activities and ownership of other devices.

    Full Report Summary
  • Exploring Adoption Of VR Technologies
  • Exploring Adoption Of VR Technologies

    One of the “newest” media technologies in the Canadian marketplace is Virtual Reality. New developments both in content and hardware and a greater marketing focus aimed at individual consumers have created opportunities for more Canadians to experience VR either through owning a headset or via in-store demonstrations. Major companies like Google and Facebook are getting involved in with VR products and software. This report provides an early look into the use and ownership of VR headsets.

    Full Report Summary
  • Cell Phones
  • Cell Phones

    As mobile continues to experience growth, the narrative of its expansion is becoming almost universal in the Canadian market. Today, the cell phone landscape is leading the way in a world full of technology allowing us to stay connected and informed at all times. This report examines the use of mobile phones with a focus on the increasing ownership of smartphones, exploring market trends, smartphone activities and the companies that provide wireless service.

    Full Report Summary
  • High Definition & Smart TVs
  • High Definition & Smart TVs

    Modern television sets are drastically different than older models. HD (high- definition sets) can display content at resolutions 2-3 times higher than a standard definition TV, and newer Ultra HDTV^ sets at even higher resolutions. Many newer TV sets are Smart TVs, which can connect directly to the internet, without the need for an external device. In this report, we examine the penetration of these technologies over time and find the key factors influencing adoption of them.

    Full Report Summary
  • Internet Use in the Home
  • Internet Use in the Home

    As technological change and increased options for Internet activity have emerged in recent years, Canadians are spending an increasing amount of time online. In this report, we focus on how Anglophones are utilizing the Internet in their homes, tracking the type of Internet connections they subscribe to and delving deeper into data on time spent online, with a focus on demographic trends.

    Full Report Summary
  • Internet Activities
  • Internet Activities

    The Internet has become an essential tool in the lives of many Canadians, with the average person spending a considerable amount of time online each week. From communicating to consuming video and music to accessing information and dealing with finances, Canadians today are performing an array of activities over the Internet. This short report provides a summary of the Internet activities measured by the Media Technology Monitor and provides readers with a starting point for the more in-depth reports to come.

    Full Report Summary
  • Infographic: Binge Watching
  • Infographic: Binge Watching

    We live in the golden age of television, with more quality content available on more platforms than ever before. Through the use of OTT platforms like Netflix, PVRs and other sources, it’s incredibly easy to watch a lot of TV in a single sitting. Here are 10 key stats on Canadians and their binge watching habits, from our 2015/2016 survey.

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  • Canada's Internet: A Comparison of Language Markets
  • Canada's Internet: A Comparison of Language Markets

    Canada is a country which has two distinct language markets – English and French. This report compares Internet usage across Canada’s two language markets, exploring where they are similar and where differ from each other.

    Full Report Summary
  • Netflix
  • Netflix

    With the advent of Over-The-Top TV services, Canadians have new options for consuming TV content. While Netflix was the first service unveiled to the Canadian marketplace, others have also joined the market. This report looks at Netflix use, in context of its competition

    Full Report Summary
  • Generation X
  • Generation X

    This report focuses on Generation X Anglophones and how this group compares to Millennials and Older Canadians. What makes them distinct? Read on to find out. For the purposes of this report, we define Generation X as Anglophones between the ages of 35 and 49. Gen Xers are often wealthier and far more likely to be raising children than Millennials or Older Canadians. Both of these factors are a significant influence in their adoption and use of technology.

    Full Report Summary
  • Discoverability
  • Discoverability

    As the media landscape becomes more and more complex – new platforms, new formats, new viewing habits – it can be difficult for producers to position their content for maximum viewability and equally difficult for viewers to find all of the best content! This report draws from the latest Spring 2016 MTM data to provide an overview of how Canadians are finding and accessing television content. It will address the topic of discoverability in our multiplatform world

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  • Confusion Surrounding OTT Services
  • Confusion Surrounding OTT Services

    In a world of constant innovation, the consumption of online video and TV as well as our understanding of these technologies is changing. This report will explore how OTT services like Netflix are affecting Anglophones’ perception of what online video and TV are.

    Full Report Summary
  • Sports Enthusiasts
  • Sports Enthusiasts

    Canadians love sports, and with so many new platforms to consume content, there are more ways than ever to enjoy the genre. This report profiles Anglophones who are heavy consumers of sports and their media technology adoption and use.

    Full Report Summary
  • Multitasking
  • Multitasking

    With the increasing prominence of Internet-connected devices it’s easier than ever to get online and to do more while using these devices. One of the ways Canadians can multitask with the Internet is when they are watching television. This report looks at Anglophone Canadians who use the Internet while they are watching TV.

    Full Report Summary
  • Video Streaming
  • Video Streaming

    This report outlines trends in the use of Internet video and TV in Canada, including what sources are used and how much time is invested.

    Full Report Summary
  • Content Sharing
  • Content Sharing

    With the rise of social media, and the prominence of Internet-connected devices, sharing content online is easier than it has ever been before. This brief report provides a look at two types of content Canadians share online: videos and news articles. More specifically, it reviews who is sharing this content and where (i.e. social networks, text message or emails) they are sharing it.

    Full Report Summary
  • Off-Air/Tuned-Out Canadians
  • Off-Air/Tuned-Out Canadians

    There has always been a segment of Canadians who have lived without a TV service. The MTM splits these individuals into three different groups. One group, called TV My Way viewers, have opted to not subscribe to any TV service (like cable, satellite or IPTV) or own an antenna, but still watch TV content online. They are the focus of a dedicated report, released alongside this one – Off-Air and Tuned-Out Canadians This short companion report outlines two other groups who lack a TV service, Off-Air and Tuned-Out* Canadians. It will review why they have chosen to live without a TV service, how these groups compare to each other, and how they compare to those who do pay for TV service.

    Full Report Summary
  • Newspapers
  • Newspapers

    At one time, newspapers were the main source of news content. As time as gone along, new methods of distributing news content have emerged – most notably television, radio and Internet. However, despite the emergence of other sources for news, newspapers are still an important source of information.

    Full Report Summary
  • Millennials and TV
  • Millennials and TV

    Millennials as a generation have grown up in a time of personalization – getting the content they want, when they want, where they want and often it’s all for free. What does this shift in consumption mean for the future of television? To answer this question, this Canadian report will provide a profile of Millennials (18-34) and their TV viewing habits.

    Full Report Summary
  • YouTube
  • YouTube

    Since its launch in 2005, YouTube has become one of the biggest online video sharing platforms ever. The site now has over 1 billion users and has 300 hours of new content uploaded every minute. This report outlines how Canadians are making use of the ever expanding site.

    Full Report Summary
  • Infographic: Millennials and TV
  • Infographic: Millennials and TV

    We know, young or old, that Canadians love television. But just how much do young Canadians love watching? What TV services do they have? Has all their TV viewing gone online? To celebrate World TV Day (http://www.worldtelevisionday.tv) the MTM has gathered some key findings on Millennials (Canadians aged 18 to 34) and their TV viewing.

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  • Francophone’s Use of English Language TV and Film
  • Francophone’s Use of English Language TV and Film

    Francophones are often surrounded with English content both from the U.S. and from within Canada itself. This report looks at Francophones and their consumption of English language TV and film.

    Full Report Summary
  • Second Screen
  • Second Screen

    Anglophones are using electronic devices and the Internet to interact with television programs in new and exciting ways. This report explores the many “Second Screen” activities people perform as they engage with the television they watch.

    Full Report Summary
  • Infographic: Social Networking in Canada
  • Infographic: Social Networking in Canada

    Connecting with long lost friends, making new ones, created business contacts, sharing photos, bonding over common interests or finding out what’s new in 140 characters or less – all of this and more has been made possible through social networking. So whether you ‘like’ Facebook or you’re more into the fleeting nature of Snapchat, Canadians love their social networking sites as they log on in greater numbers than ever before both at home and on the go.

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  • Infographic: Canadian Streaming Audio Usage
  • Infographic: Canadian Streaming Audio Usage

    Whether it’s watching a music video on YouTube, streaming a playlist from a personalized music service like Songza, enjoying a podcast, or listening to an online radio station from another country, online audio options are everywhere for Canadian listeners. Computers, tablets, smartphones and even Internet connected TVs are giving audio streamers more touch-points than ever before to enjoy the audio content they want.

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  • Infographic: Canadian Internet Video Usage
  • Infographic: Canadian Internet Video Usage

    Today, Canadians can access the video and TV content they want anywhere, anytime and from any device. With subscription services like Netflix, Shomi, and Crave; TV Everywhere services from cable and satellite companies; and free online content from YouTube or even pirated sources, video streamers can enjoy virtually unlimited content with just a click of the mouse. Moreover, many Canadians now have multiple access points with smartphones, tablets, computers and Internet connected TVs making enjoying the shows and movies we love even easier.

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