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Survey: Canadian connected television use

LG Ad Solutions, a company specializing in advertising for Internet-connected television sets, has released the results of a survey of Canadian use of connected TV. According to the survey, 88% of Canadian Internet users are reachable by these devices. In addition, 60% of these consumers use advertising-supported applications on their sets. The survey also found that 58% of consumers prefer ad-supported services. According to the results, 18% of respondents have removed a subscription service in the last 12 months and 15% have added a free ad-supported service during the same period. In addition, 20% plan on removing a subscription service in the next 12 months while 13% plan on adding free ad-supported services.

“There have been two recent big shifts in Canadian television viewing habits,” said Tony Marlow, Global chief marketing officer at LG Ad Solutions. “The first was the rise of subscription-driven connected TV, fueled by rapid adoption related to the initial onset of the pandemic. Right now we are in the midst of the second big shift, the adoption of free ad-supported connected TV content. Most Canadians now both use and prefer ad-supported models of connected TV. This presents an opportunity for marketers to provide better TV experiences for viewers and connect with their audiences on the biggest screen in Canadian homes.”

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