While the traditional TV audience is mostly made up of Gen Xers and baby boomers, pay TV still regularly reaches younger consumers, albeit to a lesser degree, according to a new report from Morning Consult.
The platform will specialize in cross-media measurement and offer insights on the platforms and channels streamed through mobile devices and broadcast through linear TV ratings in the country.
Over 70% of Canadians between the ages of 18 and 44 do not currently subscribe to linear TV, have reduced services, or plan to cut the cord in the next year, according to data from The Trade Desk and YouGov.
Across all the markets covered by Omdia’s latest study, average total daily viewing time reached 362 minutes per person per day in 2021 (6 hours and 2 minutes), down 0.5% on last year.