YouTube reaching 85 per cent of Canadians monthly, says Vividata report

YouTube is reaching over three times as many Canadians, 18+, as Netflix, according to Vividata’s Digital Consumer Update for Winter 2023.

Vividata says 85% of Canadians (including 75% of those under age 35) are using YouTube monthly, compared to the 27% streaming video on Netflix.

Amazon Prime ranked third in usage with 16% monthly penetration, followed by Disney+ (9%), Twitch (5%), Crave (5%) and Roku (4%). Apart from Twitch and Roku, women are more likely to visit the top video streaming websites or apps. The Vividata report also noted that on an average day, younger Canadians are more likely to notice ads in streamed video.

When it comes to audio streaming, Spotify is the most popular platform in Canada, reaching one in four Canadians, 18+, and one in three under 35. A leading 25% of Canadians, 18+, use Spotify monthly, followed by Apple Music (11%), iHeartRadio (8%), YouTube Music (5%), Microsoft’s Groove Music (formerly Xbox Music) (4%), Amazon Music (4%), Bandcamp (3%) and Soundcloud (3%).

Men are more likely to visit YouTube Music or Groove Music, while women are more likely to use iHeartRadio or Spotify. Vividata says young “trend seekers,” particularly those under 35, are more apt to use streaming services in general, but especially YouTube Music, Bandcamp or Spotify.

Facebook remains the top social media platform for Canadians, reaching 86% of those 18+ monthly, according to the report. Instagram is used by 55% monthly, followed by Twitter (44%), LinkedIn (43%), Pinterest (37%), Reddit (36%), TikTok (24%), and Snapchat (6%). Those 35-49 are most likely to visit Twitter, LinkedIn or Reddit, while visitors to TikTok and Snapchat trend younger. Women are more likely to use social media sites than men, especially Instagram, Pinterest and TikTok.

The findings are based on a 40,000+ strong sample, reflective of Canadians in all 10 provinces across 38 markets.

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