Media Technology Monitor (MTM) has released highlights from its latest report, Canadian Viewing Profiles, indicating a majority of Canadians (34%) are now Online First viewers.
As the media landscape increasingly trends toward digital-first consumption, the report breaks down the population by categorizing viewers into five distinct segments based on their habits and platform preferences: Traditionals, Testers, Hybrids, Have it Alls and Online First.
Online First viewers now represent the largest share of media consumers, spending 90% or more of their time with online platforms and SVOD services like Netflix and YouTube.
Once the dominant group, Traditionals account for just 12% of the population, characterized by an older demographic with an average age of 69.
MTM notes that consumption habits vary significantly by language. Francophones are twice as likely to be Traditionals compared to English-speakers, while anglophones are more likely to fall into the Have It Alls or Online First segments.
