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Study: Video consumption habits of Canadians

The Toronto-based Television Bureau of Canada has released the results of a study into video-viewing media in Canada. The study, conducted by Ipsos Reid MediaCT, is called "The New TV Landscape:  Understanding Broadcast Television within the New Media Landscape in Canada." According to the results, 80% of online adult Canadians reported watching four hours of video per day. Of this time, 83% was spent watching commercial television. Five percent was spent watching non-commercial television, while 12% was spent watching online video or disc-based video. In addition, 80% of viewing time was spent in front of a television set, 15% at a computer, 2% with a smartphone, 2% with a tablet and 1% with an MP3 player. For adults between the ages of 18 and 34, commercial television represents 63% of viewing time, followed by 12% for non-commercial television and 25% for online and disc-based video.

"Clearly, we're seeing a disconnect between the amount of buzz about the new world of watching video and the degree of impact various video options are actually having on Canadian viewing habits," said Theresa Treutler, president and CEO of the Television Bureau of Canada. "This new research provides self-reported insight into the actual video viewing behaviour of Canadians, indicating that compelling commercial television content is the driving force behind time spent."

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