total tv & streaming
viewership
QUEBEC FRANCO
Spring 2023
ADULTS 18
+
AVERAGE WEEKLY HOURS
Quebec Franco
Total TV dominates time spent
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok; and
Comscore, Mar 1 – May 31, 2023, for Social Media (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest)
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services (Netflix, Amazon Prime, Disney+, TwitchTV, Apple TV+), YouTube, and TikTok include in-home viewing only
Streaming Services are primarily commercial-free
28.2
2.4
1.4
1.1
0.9 0.9
0.4
0.3
0.2 0.2
0.1 0.1 0.1
0.0 0.0
Total TV YouTube Facebook Netflix Amazon
Prime
TikTok Disney+ Twitch TV Instagram Twitter Snapchat Reddit Apple TV+ Pinterest LinkedIn
ADULTS 18
+
AVERAGE WEEKLY HOURS
Quebec Franco
Streaming Services are primarily commercial-free and include Amazon Prime, Netflix, Disney+, Apple TV+, Crave (OTT only), Twitch TV, Popcorn Flix, FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung
TV Plus, TED, Club Illico, Discovery+, CBS News, ET, and Pluto TV
time spent with Total TV exceeds YouTube, social
media, and all streaming services combined
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services, YouTube, and TikTok include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok; and
Comscore, Mar 1 – May 31, 2023, for Social Media (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest)
28.2
2.8
2.4
2.0
0.9
Total TV Streaming Services YouTube Social TikTok
ADULTS 18+
Total
TV
SHARE OF VIDEO
Quebec Franco
Source: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services (Netflix, Amazon Prime, Disney+, TwitchTV, Apple TV+ and Other), YouTube, and TikTok include in-home viewing only
*Note: This chart represents total video, not total ad-supported video;
streaming services are primarily commercial-free
Other Streaming Services: Crave (OTT only), FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung TV Plus, TED, Club Illico, Discovery+, CBS News, and ET
Total TV dominates time spent with video
82%
7%
3%
3%
1%
3%
1%
Total TV
YouTube
TikTok
Netflix *
Disney+ *
Amazon Prime Video
Other Streaming Services
Total
TV
ADULTS 18
+
AVERAGE WEEKLY HOURS
Quebec Franco
Total TV time far exceeds time spent on all
streaming services
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free and include in-home viewing only
Other Streaming Services: Crave (OTT only), FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung TV Plus, TED, Club Illico, Discovery+, CBS News, and ET
Source: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok
28.2
2.8
Total TV Streaming Services*
0.9
1.1
0.4
0.3
0.1
streaming services
Amazon Prime
Netflix
Disney+
Twitch TV
Apple TV+
ADULTS 18
+
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV far exceeds time
spent on social
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV; and
Comscore, Mar 1 – May 31, 2023, for Social Media
28.2
2.0
Total TV Social
1.4
0.2
0.2
0.1
0.1
0.0
0.1
social media
Facebook
Instagram
Twitter
Snapchat
Reddit
LinkedIn
Pinterest
AVERAGE WEEKLY REACH%
Quebec Franco
ADULTS 18
+
Total TV has greater reach than streaming services
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free and include in-home viewing only
Source: Numeris VAM, Feb 27 - May 28, 2023
92.7%
51.0%
30.7%
27.0%
25.9%
10.2%
5.3%
5.2%
4.9%
3.2%
3.2%
0.6%
0.2%
0.1%
Total TV
YouTube
TikTok
Amazon Prime
Netflix
Disney+
Daily Motion
Crave Pure Play
Twitch TV
Popcornflix
Apple TV+
Samsung TV Plus
TubiTV
Pluto TV
ADULTS 25-54
AVERAGE WEEKLY HOURS
Quebec Franco
Total TV dominates time spent
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free
Streaming Services, YouTube, and TikTok include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok; and
Comscore, Mar 1 – May 31, 2023, for Social Media (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest)
15.4
3.5
1.6
1.4
1.2
1.1
0.6
0.4
0.3
0.2
0.1 0.1 0.1
0.0 0.0
Total TV YouTube Facebook Netflix TikTok Amazon
Prime
Disney+ Twitch TV Instagram Apple TV+ Snapchat Twitter Reddit LinkedIn Pinterest
ADULTS 25-54
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV exceeds YouTube, social
media, and the streaming services
Streaming Services are primarily commercial-free and include Amazon Prime, Netflix, Disney+, Apple TV+, Crave (OTT only), Twitch TV, Popcorn Flix, FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung
TV Plus, TED, Club Illico, Discovery+, CBS News, ET, and Pluto TV
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services, YouTube, and TikTok include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok; and
Comscore, Mar 1 – May 31, 2023, for Social Media (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest)
15.4
3.7
3.5
2.1
1.2
Total TV Streaming Services* YouTube Social TikTok
ADULTS 25-54
Total
TV
SHARE OF VIDEO
Quebec Franco
Source: Numeris VAM, Feb 27 – May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free
Streaming Services (Netflix, Amazon Prime, Disney+, TwitchTV, Apple TV+, and Other), YouTube, and TikTok include in-home viewing only
Note: This chart represents total video, not total ad-supported video;
streaming services are primarily commercial-free
Other Streaming Services: Crave (OTT only), FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung TV Plus, TED, Club Illico, Discovery+, CBS News, and ET
Total TV dominates time spent with video
56%
20%
8%
8%
3%
3%
2%
Total TV
YouTube
TikTok
Netflix *
Disney+ *
Amazon Prime Video
Other Streaming Services
Total
TV
ADULTS 25-54
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV far exceeds time on
streaming services
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free and include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok;
Other Streaming Services: Crave (OTT only), FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung TV Plus, TED, Club Illico, Discovery+, CBS News, ET, and Pluto TV
15.4
3.7
Total TV Streaming Services*
1.1
1.4
0.6
0.4
0.2
streaming services*
Amazon Prime
Netflix
Disney+
Twitch TV
Apple TV+
ADULTS 25-54
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV far exceeds time
spent on social
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV; and
Comscore, Mar 1 – May 31, 2023, for Social Media
15.4
2.1
Total TV Social
1.6
0.3
0.1
0.1
0.1
0.00.0
social media
Facebook
Instagram
Twitter
Snapchat
Reddit
LinkedIn
Pinterest
AVERAGE WEEKLY REACH %
Quebec Franco
ADULTS 25-54
Total TV delivers the greatest reach
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free and include in-home viewing only
Source: Numeris VAM, Feb 27 - May 28, 2023
88.6%
60.3%
38.9%
35.5%
35.3%
14.7%
7.2%
6.8%
5.7%
4.6%
3.1%
0.8%
0.3%
0.1%
Total TV
YouTube
TikTok
Netflix
Amazon Prime
Disney+
Twitch TV
Crave Pure Play
Daily Motion
Apple TV+
Popcornflix
Samsung TV Plus
TubiTV
Pluto TV
ADULTS 18-34
AVERAGE WEEKLY HOURS
Quebec Franco
Total TV dominates time spent
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free
Streaming Services (Netflix, Amazon Prime, Disney+, TwitchTV, Apple TV+), YouTube, and TikTok include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok; and
Comscore, Mar 1 – May 31, 2023, for Social Media (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest)
11.4
4.0
1.7
1.6
1.5
0.6
0.5 0.5 0.5 0.5
0.1 0.1 0.1
0.0 0.0
Total TV YouTube Netflix Facebook TikTok Amazon
Prime
Instagram Disney+ Twitch TV Twitter Snapchat LinkedIn Reddit Pinterest Apple TV+
ADULTS 18-34
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV exceeds YouTube, social
media, and the top-ranked streaming services
Streaming Services are primarily commercial-free and include Amazon Prime, Netflix, Disney+, Apple TV+, Crave (OTT only), Twitch TV, Popcorn Flix, FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung
TV Plus, TED, Club Illico, Discovery+, CBS News, ET, and Pluto TV
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services, YouTube, and TikTok include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok; and
Comscore, Mar 1 – May 31, 2023, for Social Media (Facebook, Instagram, Twitter, Snapchat, Reddit, LinkedIn, Pinterest)
11.4
4.0
3.3
2.9
1.5
Total TV YouTube Streaming Services* Social TikTok
41%
28%
12%
7%
1%
5%
6%
Total TV
YouTube
TikTok
Netflix *
Disney+ *
Amazon Prime Video
Other Streaming Services
ADULTS 18-34
Total
TV
SHARE OF VIDEO
Quebec Franco
Source: Numeris VAM, February 27 – May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services (Netflix, Amazon Prime, Disney+, TwitchTV, Apple TV+ and Other), YouTube, and TikTok include in-home viewing only
Note: This chart represents total video, not total ad-supported video;
streaming services are primarily commercial-free
Other Streaming Services: Crave (OTT only), FuboTV, Paramount+, DAZN, TubiTV, Crunchyroll, Roku, Daily Motion, Samsung TV Plus, TED, Club Illico, Discovery+, CBS News, and ET
Total TV dominates time spent with video
ADULTS 18-34
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV far exceeds time on
the most popular streaming services
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free and include in-home viewing only
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV, Streaming Services, YouTube, and TikTok;
11.4
3.3
Total TV Streaming Services
0.6
1.7
0.5
0.5
streaming services
Amazon Prime
Netflix
Disney+
Twitch TV
Apple TV+
Other
ADULTS 18-34
AVERAGE WEEKLY HOURS
Quebec Franco
time spent with Total TV far exceeds time
spent on social
Sources: Numeris VAM, Feb 27 - May 28, 2023, for Total TV; and
Comscore, Mar 1 - May 31, 2023, for Social Media
All time spent per capita
Total TV defined as linear TV and broadcaster streaming services
11.4
2.9
Total TV Social
1.6
0.5
0.5
0.1
0.1
0.1
0.0
social media
Facebook
Instagram
Twitter
Snapchat
Reddit
LinkedIn
Pinterest
AVERAGE WEEKLY REACH %
Quebec Franco
Total TV delivers the greatest reach
ADULTS 18-34
Total TV defined as linear TV and broadcaster streaming services
Streaming Services are primarily commercial free include in-home viewing only
Source: Numeris VAM, Feb 27 - May 28, 2023
84.4%
55.0%
38.6%
36.1%
33.8%
16.5%
12.4%
6.2%
4.5%
4.3%
2.9%
0.9%
0.1%
0.0%
Total TV
YouTube
Netflix
TikTok
Amazon Prime
Disney+
Twitch TV
Crave Pure Play
Daily Motion
Apple TV+
Popcornflix
Samsung TV Plus
TubiTV
Pluto TV
about VAM
VAM – Video Audience Measurement - is a cross-platform
measurement data set developed and provided by Numeris.
VAM captures video consumption from linear television, OTT services, and online
viewing on all devices and platforms. By holistically measuring what is being
consumed by demographic, market, device, and platform, the media industry is able
to understand and compare the value of investment in both linear and digital video,
and identify the consumer video journey and trends. The data is based on the fusion
of the Numeris online and television panels viewing, resulting in cross- platform video
audience measurement.
Currently covering the Ontario and French Quebec markets, information is available to
Numeris clients monthly to help inform campaign planning and media mix modelling.
MORE INFORMATION
