The Connected TV Opportunity in Canada
Over the past decade, we’ve seen an evolution in the way that we consume and engage with video content. Further amplified by the pandemic, we’re seeing more Canadians turning to digital video through Connected TV as their primary source to stay informed, learn new skills or seek out entertainment.
As consumers continue to shift from Linear TV to streaming, YouTube on Connected TV offers marketers the opportunity to reach audiences where they are watching.
Connected TV Opportunity
Connected TV is defined as any television screen that is connected to the internet that consumers can use to access the world of streaming. This includes TVs connected to the internet through gaming consoles, Chromecast or other connected devices. Connected TV has become a gateway for consumers to have choice and control, just like they have on their tablets and phones. They can watch what they want - when they want.
From a marketing perspective, Connected TV represents the opportunity to reach cord-cutting audiences when they are streaming on TV screens. But with so many streaming platforms for audiences to choose from, it can seem impossible to decide the best way to strategize. YouTube on Connected TV offers all the benefits of digital marketing with audience targeting and frequency management that never existed with traditional broadcast.
The landscape is not as complex as it might seem. When we look at trends in the US, Nielsen data suggests that YouTube accounts for more than half of advertising-supported watch time on Connected TV amongst viewers above the age of 18. More than 35% of YouTube Connected TV viewers in this age demographic aren’t reachable by any other ad-supported streaming service.
We see similar trends in Canada when it comes to Connected TV and streaming adoption. Internal research shows that more than 16 million Canadians stream YouTube through internet-connected TVs. And with continued growth in the Connected TV category, it’s clear that Canadians want to enjoy a big-screen viewing and take the opportunity to share that experience with others.
YouTube on Connected TV enables brands to have the best of both worlds: the big-screen impact of TV with the precision and control of digital. And this audience is committed to the big screen: In December 2021, over 25% of YouTube CTV logged-in viewers in Canada watched content almost exclusively (>=90%) on the TV screen. YouTube brings together the power of reach relevance, and the world’s most connected ad ecosystem so advertisers can drive better results and realize the full impact of their media spend in one place.
The pandemic has changed the way that Canadians consume content and is blurring the lines between online and offline viewing, digital streaming and linear TV formats. As Connected TV viewing continues trending upwards, marketers need to ensure that their strategies reflect a more dynamic video landscape and take advantage of this growing opportunity to reach and connect with their target audience.
Written by Karen Zuccala, Head of Brand Strategy at YouTube Canada