Media Technology Monitor (MTM) has released its Fall 2025 Sneak Peek Report, which highlights that Canadians are increasingly using a second device every time they watch video.
The report – which looks at evolving media consumptions trends in Canada – affirms that multi-tasking has become a standard part of the viewing experience. Nearly one-quarter of online Canadians are using a second screen almost every time they watch video, 61% daily. According to MTM, most viewers said they remain focused on their primary screen, using a secondary device for communication or social media, rather than supplemental video.
The data release indicates 77% of Canadian households are now subscribing to at least one Streaming Video on Demand (SVOD) service. While Netflix, Amazon Prime Video, and Disney+ continue to dominate the market, MTM says consumer behaviour is becoming increasingly tactical. At least 28% of households report signing up in anticipation of the release of specific content and then canceling their subscription once they’ve finished viewing that series.
MTM also asserts that short-form vertical video has officially hit the mainstream with 72% of online Canadians now consuming short-form content on platforms like YouTube, Instagram, and TikTok. Adoption rates are highest among younger adults, according to the report.
