Subscription OTT services help push Canadian viewership to 28 million; A new breed of traveler, the NFL's alternate telecasts, and sports betting's promise

Canadian viewership will reach new heights this year, according to our latest digital video viewer forecast. Previously, we expected the number of video viewers to reach 28.0 million in 2024, but we now forecast that milestone will be met next year. October 5, 2021 [Subscription OTT services help push Canadian viewership to 28 million; A new breed of traveler, the NFL's alternate telecasts, and sports betting's promise](=/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) Canadian viewership will reach new heights this year, according to our latest digital video viewer forecast. Previously, we expected the number of video viewers to reach 28.0 million in 2024, but we now forecast that milestone will be met next year. Nearly 18 months of restricted public gatherings have led to more time at home and a strong appetite for long-form entertainment. Increasingly, that demand is being met by video delivered via the internet and apps. - This year, there will be 1 million more digital video viewers in Canada than we previously forecast. - YouTube tops the list for viewership in Canada, but subscription OTT services, led by Netflix, account for most of the growth in video viewership. - Domestic video services, like Crave and Club Illico, have gained committed audiences but don’t rival the numbers from international services. Top Platforms YouTube is by far the most used digital video platform in Canada, with 25.8 million viewers this year. This is a reflection of the platform’s versatility with short clips and long-form content for everything under the sun, including entertainment, news, and tutorials. =/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s= Subscription OTT services like Netflix have fewer viewers than YouTube because they focus solely on entertainment. Additionally, there’s greater competition for eyeballs among these platforms. There will be 23.8 million subscription OTT viewers in Canada this year, which is up 4.1% year over year (YoY) and on top of a whopping 14.9% growth rate in 2020. The result is 1.7 million more viewers than we previously forecast. [Read the full article.](=/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) [Webinar: Top 5 Marketing Channels & Tactics Here to Stay]() What lies ahead for the future of marketing talent and technology in 2022? Join eMarketer’s live Tech-Talk Webinar with presenting sponsor, Drift, to gain insight into the vital in-house skills of today’s marketing teams. Learn how to keep up with the demand for personalization, self-service, and other gold standards. [Register Now]() [Podcast: A new breed of traveler, the NFL's alternate telecasts, and sports betting's promise](/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) On today's episode, we discuss how the travel industry is recovering and how the typical traveler has changed. We then talk about the state of the NFL's ratings, how much alternate telecasts can help, and the promise of sports betting. Tune in to the discussion with eMarketer associate forecasting analyst Zach Goldner and director of forecasting at Insider Intelligence Oscar Orozco. ["Behind the Numbers" is made possible by Neustar. Listen in.](/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) [chart-image](/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) [In digital grocery, delivery intermediaries will see strong sales but decline in growth](=/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) Delivery intermediaries like DoorDash, Instacart, Shipt, and Uber will see strong US grocery sales through 2025 even as their growth in the category declines. 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Listen in.](/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) [chart-image](/ODY3LVNMRy05MDEAAAF_74oIZXqGIhbwEoEWTFaCesL0vO8RvTG0zk9ijN9WEKI_zG5SHEIYpxO7vzaFrp-BRAq4B3s=) [How to maximize opportunities in the new event landscape]() Over 70% of decision-makers said that events will include more robust digital components in the future, according to Forrester Consulting. Mike Dietrich, vice president of product marketing at Cvent, discusses the key findings from the survey, and how organizations can prepare and invest in event marketing today. [Watch this video, contributed and sponsored by Cvent.]() [chart-image]() ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. 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