Cord cutting growing? Poll shows almost 1 in 4 Canadians don’t have a TV

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Another new poll suggests so-called cord cutting may be growing in Canada. Nearly a quarter of the respondents in an online survey conducted by Ipsos Reid in recent weeks said they did not have a traditional TV subscription.

Another new poll suggests so-called cord cutting may be growing in Canada.

Nearly a quarter of the respondents in an online survey conducted by Ipsos Reid in recent weeks said they did not have a traditional TV subscription.

The increasingly compelling selection of streamable content available online and access to free over-the-air TV signals have convinced some consumers to cut the cord, or go without paying for TV.

But Ipsos Reid noted that an even bigger trend is so-called cord stacking, when TV subscribers decide to pay for a la carte digital services to complement their TV package.

Among the three quarters of Canadians that told pollsters they do pay for TV through a cable, satellite or IPTV provider, nearly half also paid for video content through another source.

Apple’s iTunes marketplace, Netflix and sports subscription services including NHL GameCenter and MLB.TV are among the most popular of the sources, sometimes called over-the-top content providers.

About one in five of the TV subscribers polled said they pay for two or more OTT services on top of their TV bill.

The poll of 1,000 Canadians was conducted between Jan. 30 and Feb. 4.

The polling industry’s professional body, the Marketing Research and Intelligence Association, says online surveys cannot be assigned a margin of error because they do not randomly sample the population like traditional telephone polls.

A telephone poll released by the Media Technology Monitor last month found that one in seven Canadians said they were either somewhat or very likely to quit their TV service and opt for free or cheaper alternatives.

The Media Technology Monitor’s survey of 4,009 anglophone Canadians was conducted by Forum Research and is considered accurate within 1.5 percentage points 19 times out of 20.

In November, the Convergence Consulting Group estimated about 400,000 Canadian TV subscribers out of 11.8 million have cut the cord since 2011, which is about 3.5 per cent of the market.

(The Canadian Press)

 

Organizations: Ipsos Reid, The Media Technology Monitor, Marketing Research and Intelligence Association Forum Research Convergence Consulting Group

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Recent comments

  • Stew
    February 16, 2014 - 11:41

    We've never had cable or a dish, always the 2 or 3 over the airways channels we could get. Even with the choice of 2 channels to watch we had to put restrictions on our kids TV viewing. As a result they all enjoy reading. Do yourself a favour and cut the cord, save that 50 bucks a month.

  • Why Cable?
    February 14, 2014 - 09:33

    If cable companies are truly worried about the number of people "cutting the cord" then maybe they should do something like let us FULLY design our own packages. If I only want to watch AMC, HBO, CBS, NBC, ABC, The Food network and HGTV I have to have the largest, most expensive package. Add in Phone/Internet/HD versions of the channels and your bill is now over $200 per month. Or I can buy Netflix for $7.99 a month. Wouldn't it be worth it to charge me $50.00/month for the above scenario instead of getting nothing from me?

  • mykie
    February 14, 2014 - 07:37

    Cost of living is increasing, salaries are not, and jobs are becoming more scarce all of the time. Cost of these services has risen to a point where they are no longer affordable. I had to cut mine. It was a decision between putting food on the table or watching fancy TV... I'll be cutting cell phones next because a comparable package to my current subscription will cost nearly triple when I am supposed to renew... Just can't afford these frills.