Report on Future of Audio and Video Programming in Canada: Surveys and Focus Groups

Findings Report

PWGSC Contract # 82082-180132/001/CY
POR Registration #051-17
Contract Award Date: November 11, 2017
Delivery date: March 8, 2018

EKOS Research Associates Inc.

Prepared for:
Canadian Radio-television Telecommunications Commission

Ce rapport est aussi disponible en français

For more information on this report, please email:
Communications@crtc.gc.ca

EKOS RESEARCH ASSOCIATES

Contact: Susan Galley

Ottawa Office
359 Kent Street, Suite 300
Ottawa, Ontario
K2P 0R6
Tel: (613) 235 7215
Fax: (613) 235 8498

E-mail: pobox@ekos.com

www.ekos.com

Table of Contents

List of Charts

List of Tables

Executive Summary

The goal of the current study is to understand the extent to which Canadians are listening to audio content and watching video content through traditional media, such as radio and television, or opting for access through the Internet. The study seeks to further understand the mix of methods used and rationale for the choices that Canadians are making (i.e., when they choose traditional or online means of access, for what type of content, in what environments, and why). This includes key motivators and barriers that shape the choices that are made.

Two sample sources were used to gather survey results: a representative panel sample of 1,662, and an open link advertised on the CRTC website and in social media, in which over 9,300 individuals participated. A series of 15 focus groups along with four sets of small group interviews were also held with residents of eight large and seven small communities to further understand the choices Canadians are making about how they want to view and or listen to video and audio content.

Genres of Content of Interest

According to the representative survey findings, Canadians listen to and view a wide variety of content, however, news and information are of the greatest personal importance, with national and international news viewed or listened to by three in four, and local news consumed by two in three. Documentaries are also of interest among six in ten. Other popular forms of entertainment, including drama/action/sci-fi, music and comedy, are each consumed by about half of Canadians. Sports are also viewed and/or listened to among one in three, excluding pivotal moments, such as the Olympics. Some noteworthy generational patterns include greater interest in news among older Canadians, with those under 45 expressing greater comparative interest in other genres such as drama, music and comedy. Younger consumers also report more hours of viewing and listening.

Listening to Audio Content

While half of Canadians in the representative survey listen to five hours or fewer of audio content in an average week one in four listen six to 10 hours per week, and one in four listen more than 10 hours per week. About three in four spend some of this listening time accessing audio content online. Roughly one in four listen to 30 per cent or less of their content online, but one in four do more than 70 per cent of their listening online. Local news is the least likely to be listened to online, although three in ten do so. Music, on the other hand, is twice as likely to be listened to online, according to six in ten Canadians.

Focus group participants described listening online at work, and online or through traditional radio on the go (e.g., in the car, on their smartphone). Many described a range of listening habits, through a variety of paid and unpaid services. Most said their listening habits have been changing over the past few years, as technology and availability of content options increase.

Key reasons for listening to traditional radio according to the representative survey and focus group participants relate to the convenience of having radio available, at home and in the car, and not having to select material; relying on targeted radio stations to curate an appealing mix of news, music and other programming. The low cost of radio is also a key selling point for many. For others, the mere tradition of “always having done it that way” plays a role. Online listening is most often driven by the ability and desire to get the content they want, when and where they want it. This includes the ability to play a precise song one may be thinking of or hearing about. It is also about obtaining music and information from around the world.

In addition to reasons motivating listening, online or through traditional radio, there are a number of key barriers that dissuade listeners from accessing content using a particular means. Findings from the representative survey point to irritation about having to listen to advertising and repeated content, as well as inability to select the content you want, when you want it (e.g., not being able to access the news at a time of their choosing). Barriers to online listening relate to the inconvenience of having to find and select their own content, as well as the added cost for data or streaming services. Focus group participants, for example, spoke at length about the cost of data and their own difficulties with having to pay for streaming services.

Watching Video Content

Four in ten watch more than 10 hours per week of video content, while three in ten watch five hours or less. Eight in ten spend at least some of this viewing time accessing content online. Although just over one in four listen to 30 per cent or less of their content online, three in ten (and almost half of the open survey sample) view more than 70 per cent of their content online. Drama, action, fantasy/sci-fi and horror are genres that Canadians are most apt to view online.

In focus groups, participants described a variety of methods for viewing content, including subscriptions to cable and online streaming services. They also described the use of hardware to increase the convenience of viewing content from cable services (i.e., PVR), as well as to enable direct access to online streaming (e.g., smart TV, Android boxes). In each focus group at least a few participants said that they no longer or never had cable services. In a few groups, more than half of participants said that they no longer rely on cable services.

Canadians in the representative survey described enjoyment of traditional television viewing because they are used to it, know where and when to find the programming they want, and already have the tools (e.g., television, PVR) to capture the content they want to watch. Online viewing is favoured for the potential to watch the content they want, when and where they want it. Focus group participants, for example, described accessing international content not available on television, watching only the portions of programming of interest, or stopping and starting at their convenience, enabling a different style of viewing than traditionally experienced on television.

Barriers to traditional viewing centred mostly on cost, expressed through strong irritation among focus group participants who are tired of paying high cable bills. For many, the annoyance of advertisements is also a key issue. Barriers to online viewing most often relate to the inconvenience of how and where one may be able to view the content, and having to discover and/or select their own programming.

Role of Government

Canadian programming was supported as personally important to half of those in the representative survey, and important to many in the focus groups. Focus group participants saw the government’s role in helping to ensure that Canadian content is brought to listeners and viewers as a valuable, fostering Canadian identity and fortifying Canadian industry. Some further argued that it is particularly important for government to ensure good access to Canadian content in this “cord cutting” era where more Canadians are watching and listening to international content online. Finally, focus group participants argued strongly for the need for high quality, and universal access to the Internet in all parts of the country, particularly in rural and remote communities.

The contract value for the POR project is $144,995.95 (including HST).

Supplier Name: EKOS Research Associates
PWGSC Contract #82082-180132/001/CY
Contract Award Date: November 27, 2017
To obtain more information on this study, please e-mail
Communications@crtc.gc.ca

Political Neutrality Certification

This certification is to be submitted with the final report submitted to the Project Authority.

I hereby certify as Senior Officer of EKOS Research Associates Inc. that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research.

Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leaders.

Signed by: Susan Galley (Vice President)

1. Introduction

The Canadian Radio-television and Telecommunications Commission is an administrative tribunal that supervises and regulates telecommunications and broadcasting in the public interest and is committed to ensuring that Canadians have access to a world class communications system.

In 2017 the CRTC launched a public consultation on future distribution models for audiovisual content, as well as the continued creation, production and distribution of Canadian programming. In Phase 1 of the consultation the CRTC identified a number of issues to help focus discussion and to gain a better understanding of the implications of future distribution models for Canadians and the Canadian market. Phase 2 was designed to seek further input. Three basic issue areas to be addressed during the consultation:

For Phase 2, initiated in December 2017, EKOS Research was engaged to conduct a nationally representative survey and an online opt-in survey, along with a series of focus group discussions across the country in order to better understand Canadians’ opinions, attitudes, and needs regarding audio and video programming.

1.1 Survey Methodology

The methodology for this study included two surveys using the same questionnaire. The primary evidence is drawn from a nationally representative survey of 1,662 Canadians 16 years of age and older. The sample source used was the EKOS Probit panel; a pool of pre-screened respondents featuring random rather than opt in recruitment, offering good coverage of the Canadian population. The methodology for the nationally representative survey involved a mixed approach of collecting cases online, and by telephone in order to include those who are not typically online. The 12-minute survey was collected between January 3rd and 15th, 2018 with a participation rate of 24 per centFootnote 1. This survey sample size yields a level of precision of up to +/-2.4 per cent, 19 times out of 20, for the sample overall and +/- 4 to 8 per cent for most sub-groups isolated in the analysis.

The survey was also made available in an open link announced on the CRTC website and in communications and advertising circulated through social media. The open consultation was completed by 9,315 individuals who accessed the link online between January 4th and 31st, 2018. Given that the respondents were self-selected and therefore do not comprise a random sample, the survey is not considered to be representative of the Canadian population and no margin of error can be applied to the results. This open survey was expected to include a stronger representation of invested consumers of the Internet, including those who are more heavily engaged in online activities.

1.2 Focus Group Methodology

Fifteen in-person focus groups were conducted, along with four triad discussions conducted with language minority Francophones by teleconference. These took place with participants in the following locations:

Table 1: Focus Groups
Location Dates # of Participants Language
Vancouver January 8, 2018 7 English
Prince George January 9, 2018 9 English
Whitehorse January 10, 2018 8 English
Calgary January 8, 2018 9 English
Saskatoon January 9, 2018 10 English
Edmonton January 15, 2018 9 English
Fort McMurray January 16, 2018 9 English
Toronto January 17, 2018 9 English
Sault Ste. Marie January 16, 2018 10 English
St. Boniface January 18-24, 2018 8 French
Montreal January 10, 22, 2018 10 French
Val d'Or January 11, 2018 9 French
Charlottetown January 8, 2018 8 English
Halifax January 9, 2018 9 English
St. John's January 10, 2018 11 English
Ottawa January 4, 2018 8 English

One focus group was held in each centre. Participants were recruited from a randomly selected sample of residents living within 30 minutes of the centre. The recruitment script is presented in Appendix B. The focus group guide is presented in Appendix C.

A total of 143 residents of small and large communities participated in the qualitative component of the research. The summarized syntheses of findings from this component are presented with survey findings throughout the report.

1.3 Sample Characteristics

When compared with each other and population figures, the two sample sources are closely representative of the population distribution across the regions of the country, and in the representative sample by gender. The representative sample under represents the under 25 age cohort in terms of who responded to the survey, and there is also a modest over-representation in the 65 and over segment of the population. The open survey features the same under representation of those under 25, but not the over representation of those 65 or older.

Table 2: Demographic Characteristics (Unweighted)
Table 2a: Gender
Representative
(n=1662)		 Open
(n=9315)
Male 48% 62%
Female 52% 35%
Other 1%
Prefer not to answer 0% 2%
Table 2b: Age
Representative
(n=1662)		 Open
(n=9103)
16-24 8% 6%
25-34 19% 19%
35-49 22% 30%
50-54 11% 9%
55-64 18% 19%
65 up 22% 14%
Prefer not to answer 0% 3%
Table 2c: Province/territory
Representative
(n=1662)		 Open
(n=9103)
British Columbia 13% 13%
Alberta 11% 11%
Saskatchewan 3% 2%
Manitoba 4% 3%
Ontario 37% 36%
Quebec 23% 26%
New Brunswick 2% 2%
Nova Scotia 4% 4%
Prince Edward Island 0% 0%
Newfoundland – Labrador 2% 1%
Yukon 0% 0%
Northwest Territories 0% 0%
Nunavut 1% 0%

Based on a comparison of the representative sample to the population, the representative survey results were weighted to adjust for age, region and gender. All results presented in this report are based on weighted percentages, with the exception of the previous table (Table 2), which provides unweighted results for the representative survey. Results were not weighted for the open survey sample.

Both samples over represent the proportion of the population with a university level of education (50 and 51 per cent) (see Table 3). One in four of the representative sample are college-educated (26 per cent) and just under one in four (23 per cent) have a high school level of education or less. The proportion with a high school education or less is lower in the open survey (14 per cent). Prior to the analysis of results, education was added to the weight and results compared with results weighted by only age, gender and region, with little difference found between the two. The final weight used included only age, gender and region.

One in five members of the sample in the representative survey (19 per cent) reported household incomes of under $40,000. One in four said that they have a household income that is between $40,000 and $80,000. Slightly fewer (23 per cent) report incomes of $80,000 to $120,000, and 19 per cent said their combined household income is $120,000 or higher. The income profile of individuals responding to the open survey is very similar. There may be a slightly lower representation from households with incomes under $40,000; however, this may simply be a result of 17 per cent who “preferred not to say”.

Household sizes are relatively similar in the two surveys, although slightly more live alone in the representative survey (21 per cent). The profile of children in the homes of parents found in the two surveys is also fairly similar.

Preferred language of content consumption is also similar between the two survey samples with 81 to 83 per cent preferring to listen to or watch content in English, with 11 to 12 per cent indicating a preference for content presented in French. Four to six per cent indicated both equally.

The representative survey includes a slightly higher proportion of those belonging to an ethnic or visible minority group, relative to the open survey, although both under represent this segment relative to the population.

Table 3: Demographic Characteristics (Weighted in Representative Sample)
Table 3a: Highest level of formal education completed
Representative
(n=1662)		 Open
(n=9315)
Grade 8 or less 1% 0%
Some high school 3% 2%
High School diploma or equivalent 19% 12%
Registered Apprenticeship or other trades certificate or diploma 4% 5%
College, CEGEP or other non-university certificate or diploma 22% 26%
University certificate or diploma below bachelor's level 6% 8%
Bachelor's degree 28% 26%
Post graduate degree above bachelor's level 17% 16%
Prefer not to answer 1% 4%
Table 3b: Total household income
Representative
(n=1662)		 Open
(n=9315)
Under $20,000 7% 5%
$20,000 to just under $40,000 12% 10%
$40,000 to just under $60,000 12% 12%
$60,000 to just under $80,000 13% 13%
$80,000 to just under $100,000 12% 12%
$100,000 to just under $120,000 11% 10%
$120,000 to just under $150,000 6% 8%
$150,000 and above 13% 12%
Prefer not to answer 14% 17%
Table 3c: Number of people living in your household
Representative
(n=1662)		 Open
(n=9315)
1 21% 18%
2-3 54% 54%
4 or more 22% 20%
Prefer not to answer 3% 8%
Table 3d: Household members under the age of 18 (n=1608)
Representative
(n=1662)		 Open
(n=9315)
Yes 27% 27%
No 73% 73%
Table 3e: In which of the following age categories do they fall? (n=417)
Representative
(n=1662)		 Open
(n=9315)
Under 5 34% 36%
5 to 11 47% 45%
12-17 44% 42%
Prefer not to answer 0% 2%
Table 3f: Language preferred when watching television/listening to the radio
Representative
(n=1662)		 Open
(n=9315)
English 83% 81%
French 12% 11%
Both 4% 6%
Other 2% 1%
Prefer not to answer 0% 1%
Table 3g: Belonging to any of the following groups
Representative
(n=1662)		 Open
(n=9315)
Ethnic group/visible minority 10% 7%
Persons with a disability 8% 7%
Indigenous Peoples 3% 2%
None of these groups 77% 79%
Don't know/No response 4% 7%

2. Survey Results

2.1 Programming Content

Based on results of the representative survey, Canadians place strong importance on news programming relative to other genres of audio and/or video programming. As shown in the first bar in chart 1a, three in four (75 per cent) respondents in the representative survey indicated that national and international news is of importance to them personally and just over two-thirds (69 per cent) indicated that local news is of importance. Documentary programming is considered to be important programming for three in five (61 per cent). Half or more in the representative survey value programming for entertainment, including; drama, action, fantasy/sci-fi, or horror programming (56 per cent), music (52 per cent), or comedy (50 per cent). One-third (31 per cent) place importance on sports programming. Roughly one in five place importance on community programming (21 per cent) or children’s programming (20 per cent). Only about one in ten find other entertainment programming to be of importance, including talk shows or game shows (14 per cent) or reality TV (10 per cent). These results are presented graphically in the left-hand 11 bars featured in Charts 1a and 1b.

In the open survey, similar to the representative survey, national and international news is rated most important relative to other forms of programming (72 per cent), as noted in the right-hand column in Chart 1a, indicating the percentage of open survey respondents rating it as important (i.e., a 4 or a 5 on the scale). However, a higher importance is placed on drama, action, fantasy/sci-fi, and horror programming (second place at 70 per cent) than in the representative survey. Two-thirds (68 per cent) indicated that local news is important, and three in five (62 per cent) consider documentary programming important. Over half of respondents rate music (59 per cent) or comedy (56 per cent) as important. As with the representative survey, one-third (31 per cent) rated sports programming as important to them personally. One-quarter of open survey respondents indicated that children’s programming (27 per cent) or community programming (24 per cent) are important. As with the representative survey, talk shows or game shows (14 per cent) and reality TV (eight per cent) have the lowest relative importance. These results are presented as percentages rating each as important, in the right-hand 11 bars featured in Charts 1a and 1b.

Chart 1a: Relative Importance of Different Genres
Chart 1b: Relative Importance of Different Genres

Relative Importance of Different Genres - text version

2.2 Audio Programming

a) Time Spent Listening

For respondents in the representative sample who spend time listening to audio content, nearly half (48 per cent) listen between one and five hours per week (Chart 2). Almost one-quarter (24 per cent) listen between six and 10 hours per week, while over one in ten listens between 11 and 20 hours (13 per cent), or over 20 hours per week (11 per cent). This includes listening to audio content on the radio, and/or online.

In the open survey, respondents listen to content for more hours overall, with fewer (37 per cent) listening between one and five hours and more listening between 11 and 20 hours (19 per cent) or over 20 hours per week (16 per cent).

Chart 2: Audio: Average Listening Consumption

Average Listening Consumption - text version

About one-quarter (27 per cent) of those in the representative survey indicated that they do not listen to any programming online. For those who do listen online, the proportion is fairly evenly distributed in terms of the amount of time spent listening to online programming (Chart 3). One-third (33 per cent) of respondents spend up to half their listening time with online programming, and one-third (33 per cent) spend over half their audio time listening online.

Respondents in the open survey spend more time listening to programming online, with 81 per cent listening to content online, and nearly one in five (19 per cent) listening online 91 to 100 per cent of the time.

Chart 3: Audio: Amount of Online Access

Amount of Online Access - text version

b) Means of Access

Canadians in the representative sample access audio content through both traditional radio and online. Local news is most often consumed through a traditional radio, with over half (51 per cent) indicating they listen to local news on the radio (Chart 4). Only seven per cent listen to local news exclusively online, and nearly one-quarter (24 per cent) listen to local news through both online and radio broadcasts. Almost one in five (18 per cent) indicated they do not listen to local news. Although one in five indicated they do not listen to national or international news, two in five listen through the traditional radio (40 per cent). Nearly three in ten (29 per cent) listen to national and international news through both the radio and online, while ten per cent say they listen exclusively online.

Music is consumed through both radio and online sources by nearly half of respondents (48 per cent), while one-third (33 per cent) listen on the radio and fourteen per cent listen online. Over one-third noted they do not listen to audio talk shows (including podcasts); however, one-quarter listen to talk shows on the radio and about one in five listen either through both the radio and online (20 per cent) or exclusively online (18 per cent).

In the open survey, over two in five respondents indicated they listen to local news on the radio (42 per cent), while 28 per cent listen to local news through both online and radio broadcasts, and ten per cent listen online. As found in the representative survey, one in five indicated they do not listen to national or international news. Roughly one-third listen both through the radio and online (33 per cent), or through the radio (31 per cent) and fourteen per cent listen to national and international news online. Music is consumed through both radio and online sources by over half of respondents (52 per cent), while 28 per cent noted they listen online and 17 per cent listen on the traditional radio. Open survey respondents more often listen to audio talk shows online (30 per cent), or a combination of online and the radio (25 per cent).

Chart 4: Audio: Online Vs Traditional Means of Access

Online Vs Traditional Means of Access - text version

In focus groups, most participants said they listen to music as a large proportion of their audio content. Many also said they listen to local news and weather. Podcasts, regional or international talk shows, and audio books were mentioned by some as common content participants listen to.

“It’s where I’m catching up on news, listening to music.” (Halifax)

“I don’t listen to music, but I listen to audiobooks on CD in English and French—I also listen to English podcasts on the computer.” (Val D’Or, translated)

Most focus group participants listen to audio content both through the traditional radio and online. A few said that they listen exclusively to traditional radio, or exclusively online. For traditional radio, local AM and FM radio stations are common sources of local news and traffic. CBC radio was often cited specifically, typically accessed through traditional radio. A few said they like to listen to audio, notably music channels such as Stingray, through their cable TV package. Some participants described that they listen to recorded music from their personal libraries; most often CDs, along with cassette and vinyl records for a few.

“From anything from news to accidents, it’s all on the radio.” (Fort McMurray)

“I have a music streaming service, so I listen to mostly jazz. I also listen to the radio in the car, and it’s mostly CBC/Radio Canada.” (St. Boniface, translated)

“I rarely listen to anything online. Everything I listen to is on the radio, even the hockey game when we can’t get it on TV.” (Montreal, translated)

“I listen to the radio in the car, and if the songs get boring, I put on a CD.” (Val D’Or, translated)

“For me, listening to traditional radio is really about finding local content.” (St. Boniface, translated)

Participants described accessing audio content through various online sources. Many said they rely on paid or unpaid subscriptions to streaming sites. For example, some use the free version of Spotify, others subscribe to the paid version. Apple Music, Soundcloud, Google Play, YouTube, Kodi Box, Shazam, and Amazon Alexa, are among the services used by participants for audio content, most often for music. A few participants download music to their smartphones to make playlists for music on the go. Podcasts are also downloaded or streamed from online sources. A few participants access AM or FM radio stations online, typically when they are out of broadcast range or when a traditional radio is not available.

Focus group participants described listening to audio content in three main settings; at home, in the car, and at work. Some begin their day with the sound of their radio alarm clock, often to a local station playing local news and music. Most participants explained that they play audio in the car, on the commute to work, running errands, or on road trips. The work commute (in the car or on the bus) often includes listening to news, weather and traffic on the local radio station for some; others listen to music through satellite radio or through their smart phone (via Bluetooth in the car).

At home, audio content is often consumed in the background (e.g., cooking, cleaning, and even in the shower). A few described listening to specific audio, such as audio books, podcasts, or comedy programs at home, as passive entertainment or while performing other tasks.

“Ever since a got a radio app, I find I don’t listen to traditional radio as much [at home]. It’s a lot easier and I don’t have to mess around with an antenna.” (Montreal, translated)

“I recently signed up to Apple Music, so I stream a lot of content now. I buy what I like and stream the rest.” (Montreal, translated)

“You can download whatever you want from Google Play or the Apple store or whatever, Youtube has everything on it. So you can just pick and choose, you can make your own playlists, you don’t have to leave it up to someone else to pick and choose what you listen to.” (Halifax)

“I don’t have a radio, but I love that little Alexa.” (Ottawa)

“When I go travelling I put it all on MP3.” (Ottawa)

Some listen to audio, most often on the traditional radio, at work “all day”. This is primarily for music, but also news updates throughout the day. A few said that they stream audio content at work.

“I listen to Sirius or streaming radio at the office.” (St. Boniface, translated)

“I turn the radio on in the morning while I have my tea and it stays on until lunch time.” (Halifax)

“I like news in the morning and traffic so I always listen to the radio in the morning getting ready for work so I know what’s going on and don’t go the ways that are really backed up.”(Saskatoon)

c) Reasons for Traditional Radio

Among those in the representative sample who listen to at least some of their audio content through traditional radio, by far the most prevalent reason for doing so is convenience. It simply works better, according to almost two in three, with 48 per cent providing it as a primary reason, and another 17 per cent providing it as a secondary reason (Chart 5a). Beyond the convenience of traditional radio, cost, getting the content you want, or simply “because you have always done it this way” (i.e., tradition) are also key reasons, although far less ubiquitous than convenience as a motivator. These reasons were provided by about one in four, with between nine and 13 per cent citing these as the primary reason, and similar percentages pointing to them as secondary reasons, although a full 20 per cent pointed to cost as a secondary reason. The timing and simplicity are also reasons for traditional radio for about one in seven (Chart 5b). Other reasons such as flexibility, language of the content and lack of access to an online source were cited much less frequently.

Results are similar in the open survey, with convenience still the most important motivator for traditional radio. Cost looms larger in the open survey sample, with 36 per cent indicating it as a primary or at least secondary driver in their decision.

Chart 5a: Audio: Impetus for Traditional Listening
Chart 5b: Audio: Impetus for Traditional Listening

Impetus for Traditional Listening - text version

Most focus group participants described convenience as the main reason for choosing to listen to traditional radio. For these participants, the radio is easily available in the car, and, in some communities, at home. Many participants also find the content of traditional radio convenient insofar as it typically features a mix of news, music, and other programming selected by the station, and is therefore “curated” for their specific audience segment. The listener is able to passively listen without searching for or having to select the next song to play, or for relevant news items.

“It’s just really easy, you’re just driving, you don’t want to have to think too much, just put the radio on.” (Toronto)

“It’s a passive way to get information when you’re doing something else, it’s very easy that way.” (Saskatoon)

“I do that at home sometimes when I’m doing chores because just spontaneous songs coming up, not having things planned where I know exactly what I have on there.” (Toronto)

“There’s no log-on lag, it’s (just) there” (Edmonton)

The availability of local content on traditional radio is particularly appealing for some, whether community-based or national in nature. Radio is a primary source for local news, community events, traffic, and weather, according to many participants. The variety of content is a key plus for some participants. Specifically related to music content, some participants explained that they discover new artists through traditional radio that they may not have found otherwise through playlists and streaming services. For some programming, local artists may be highlighted, for national stations, such as CBC, other regional artists may be discovered and participants feel a connection with other parts of Canada.

“I think that for radio it’s an important aspect of Canadian culture in a way.” (Vancouver)

“Being more connected to the city […] I had Sirius but cancelled it because I’m paying for all these ridiculous things. I travel a lot and am fine with AM/FM and find I flip back and forth and for traffic.” (Calgary)

“I like to hear a real live person coming out of my radio; they give you up to date information, they have humour, it’s real people.” (Prince George)

“I like radio for variety of programming that you don’t get with streaming. You get more info on the radio about the artist and so on, info that you wouldn’t get if you just streamed.” (Charlottetown)

“Where I am, I listen to more country stations, so they provide a rural perspective. I like to know what’s going on around the region. (St-Boniface – Translated)

“I’ve always been used to the radio ever since I was a kid, and its part of me. I can’t live without it, I’ve got to have it.” (Toronto)

“I like the familiarity of it, if there’s a station I like. I don’t like to have to pick music, like I don’t want to make that decision – whatever they throw at me, that’s okay.” (Toronto)

Many also said that traditional radio is cost effective. As long as a receiver is available and the signal is strong, there is no additional cost. Satellite radio, purchasing songs, certain streaming apps, data costs of streaming, on the other hand, all come with additional costs.

“I have a problem paying for radio. I’ve always paid for cable right? I’m used to that. But paying for radio? I don’t think so.” (Ottawa)

“It’s expensive to get all the other things I’d need when the radio’s working fine; for what I need anyway.” (Halifax)

“It’s free and it’s in the car.” (Edmonton)

A few participants pointed out that they are able to expand their content and discover new material through passive listening on the radio in a way that they would not be able to do if they were selecting all of their own content online.

“I listen to Breaking Waves and discover all kinds of great local music I didn’t know about”.(Halifax)

“They tell you about community events; things that are going on that I don’t usually hear about.” (Prince George)

“I get tired of the repetitiveness like everyone else, but at times they’ll thrown something new into the mix, like an artist I haven’t heard of, and that’s when it really matters” (Vancouver)

d) Reasons for Online Listening

Based on the representative survey, about two in three Canadians listen to audio content online at least some of the time. Among these, getting the content you want and convenience are the two most often cited reasons for listening online. Almost half (45 per cent) said that they listen online to get the content they want, indicated as a primary reason (31 per cent) (Chart 6), or as a secondary reason (14 per cent). Convenience is cited somewhat less often as the primary reason (23 per cent), but more often cited as a secondary reason (17 per cent). Timing of accessing the content (i.e., when you want to listen to it) and general flexibility are also key reasons for listing online, according to three in ten, with 14 and 11 per cent, respectively, seeing these as the primary reason for listening online. One in five pointed to less or no advertising as a reason for preferring to listen online, including eight per cent citing it as a primary reason and 12 per cent indicating this as a secondary reason. Other reasons, such as cost and simplicity, or language are much less apt to be reasons for electing to listen to audio content online.

In the open survey, getting the content you want is even more likely to be a reason for choosing online listening sources (52 per cent including 35 per cent indicating this as their primary reason). Convenience, however, is somewhat less apt to be the reason for listening online (34 per cent combined as a primary or secondary reason).

Chart 6: Impetus for Online Access

Impetus for Online Access - text version

For focus group participants who listen online, the primary reason was described as the convenience of being able to listen to whatever they want in content, whenever and where ever they want it, emphasizing the importance of being able to select one’s own content, on flexible terms, to suit one’s own timing. These participants covet the ability to listen to the specific songs or the genre they most enjoy, to make the most out of their audio time.

“I used to listen a lot of CDs, but now that I have a good phone, I use apps to listen to music. It’s easier to use a Bluetooth speaker than to go looking around for CDs. I have access to my music at all times.” (Montreal, translated)

“I want it to be good, I don’t care what country it comes from.” (Prince George)

“I stream most of my music on Spotify which gives me the opportunity to customize the music I want to listen to…, (and) every week it’ll give me a playlist of songs they’ll recommend based on what I listen to.” (Ottawa)

“I know for streaming, I don’t use radio stations on my phone because you can access anything. You can download whatever you want from Google Play or the Apple store or whatever. Youtube has everything on it. So you can just pick and choose, you can make your own playlists, you don’t have to leave it up to someone else to pick and choose what you listen to.” (Halifax)

“The only time I go online for music is if I feel like listening to a song that I haven’t heard in a very long time, just pops in my mind, and of course I’m not going to get it on the radio, because this one in particular I’m looking for, so I will go online and listen to it.” (Toronto)

Some listen to online content because that is the most convenient, or only, method of listening to the content they want. This is particularly true of podcasts and some complement their traditional radio listening by going online to find specific songs. This is also true of French content among language minority participants in St. Boniface where French content is more readily available online than on traditional radio.

“Podcasts online because you can get them online. Can’t get those on radio. If you want those you have to go online.” (Charlottetown)

“I can listen to radio stations from France – I think the Internet is really good for that. I didn’t know there were so many resources, but after a little research, it’s easy to have access to them.” (St. Boniface, translated)

Online listening is also driven by avoidance of advertising and repeated content on the radio for some.

“I just don’t listen to the radio because of commercials. I just don’t. Unless I have no CD in the car and phone is dead, then I’ll listen to the radio. Even silence is better than commercials” (Edmonton)

“I don’t put a lot of effort into listening to the radio is that I find it very repetitive, like the same songs every hour and even CBC as much as I love them, their news updates on the hour are very repetitive. So if I don’t have to listen to the same thing over and over again I don’t.” (Halifax)

According to the representative survey sample, very few Canadians do not have access to the Internet, although about four per cent indicated that this is the case. Among the reasons for lack of access almost one in three (34 per cent) said that the cost is an issue (Chart 7). Another 19 per cent said they simply are not interested. Fifteen per cent said that service is very slow or disrupted and a further 11 per cent said that they cannot get cable or satellite services in their area.

In the open survey, there is a slightly lower proportion indicating cost as a barrier and virtually none indicated a lack of interest. Poor, slow or interrupted services, however is a more prominent reason (29 per cent), and also most exclusively concentrated in rural areas (i.e., 66 per cent of rural residents with no Internet access at home said they receive poor, slow or disrupted services compared with only 15 per cent in urban areas).

Chart 7: Barriers to Internet

Barriers to Internet - text version

e) Barriers to Traditional Radio Listening

Among the just over one in three Canadians in the representative sample indicating that they do not listen to content through traditional radio to any significant degree, the key reason cited was the annoyance of advertisements and repeated content on the radio. This was noted by 42 per cent, split evenly between those citing it as a primary or secondary reason for not listening to (more) radio content (Chart 8a). Not being able to get the content you want was a close second, observed by 38 per cent as a key reason, including more than half of those putting it forward as their primary reason for not listening to (more) radio. The inconvenience of not being able to easily access the content (how and where you want it), as well as the timing (i.e., not being able to access the content when you want it) are also top reasons for about one in four to one in five, including those pointing to these as a primary or secondary reason. Not having access to a radio was noted by 17 per cent, and the inflexibility of radio to allow you to explore and discover new content was also seen as a key (primary or secondary) reason for 14 per cent (Chart 8b). A preference for online listening was noted by one in ten as the complexity of finding or selecting the content you want. Other reasons were noted with much less frequency.

Results are similar in the open survey sample. The proportion of individuals not listening to much traditional radio because of the annoyance of advertisements and repeated content is even more prevalent in the open survey, with 49 per cent citing it as a primary or secondary reason for not accessing traditional radio more.

Chart 8a: Barriers to Traditional Radio
Chart 8b: Barriers to Traditional Radio

Barriers to Traditional Radio - text version

Most focus group participants said that the main barrier to listening to traditional radio is the commercial interruption, although a few participants did say they enjoy the commercials on radio, to learn of sales or product offerings. Likewise, many participants described with some irritation that traditional radio often operates on a cycle, with music or news content repeated frequently throughout the day.

“For me a big thing is that there’s ads on music stations…, basically once I discovered music streaming, why would I go back to this?” (Vancouver)

“It’s almost as though the business owners paying for the ads don’t even listen to them. They annoy us repeatedly throughout the day about 10 to 12 times. I’m tired of hearing that stupidity every three minutes.” (Val d’Or, translated)

“Actually, I don’t mind the commercials because it keeps you up with the new stuff. Honestly, there are lots of things that I wouldn’t even know existed unless I heard the commercial, or watched it.” (Toronto)

“A lot of the stations are playing the same 15 songs 500 times a day, (I feel like) if I hear that song one more time...” (Toronto)

“There’s more ads than content on there (radio) now, so I don’t mind spending the $10 (for online subscription) (Calgary).

Many participants also explained that a limiting factor of traditional radio is that the content is only available at specific times during the “live” broadcast. This can often mean that a news segment or favourite song is missed (and there is no option for “rewind”).

“A lot of the stuff you hear on the radio is the same stuff. When I go to Youtube I get music from the world - it’s not restrictive. I'm not having to listen to American stuff, or just Canadian stuff. I get to listen to music from all over the world of all different genres. I get a better variety of music when I'm out and about or in my house, compared to the repetitiveness you get on the radio or broadcast.” (Sault Ste. Marie)

The quality of the sound on traditional radio, along with the strength of the radio signal is a barrier that was described by some participants, notably when driving through “pockets” where there is a poor signal. This was especially true for the AM Radio-Canada station in St. Boniface, according to language minority participants.

“Even in the car, I don’t bother with the radio because the channels don’t come in properly. Maybe it’s because I have a really crappy radio.” (Montreal, translated)

“There’s a problem with radio where I am – the stations don’t come in properly. I’d really like to get in touch with Radio Canada about that because it’s terrible.” (St. Boniface, translated)

Finally, some participants said that they simply do not have a traditional radio at home, at work, or on their transportation route (e.g., the bus).

“I do remember once trying to find the device that would play traditional (AM/FM) radio in my house and couldn’t find it”. (Calgary)

f) Barriers to Online Listening

In the representative survey sample the top reason provided for not listening to more content online is the inconvenience of not being able to find or select content of interest. This was according to four in ten (25 per cent) selecting it as their primary reason for not accessing more content online, and other 15 per cent point to this as a secondary reason (Chart 9a). Cost for Internet services or bandwidth, as well as possibly the cost of an Internet enabled device is also a key reason for one in four not listening to more content online. This includes 16 per cent citing it as their primary reason and another 11 per cent citing it as a secondary reason. A preference for radio (i.e., how they have always accessed content they listen to) is another key reason for one in five, as is the complexity of being able to access or find content you want. The timing of getting the content you want, when you want it is also an issue for about one in seven (14 per cent split between those citing this as their primary or a secondary reason). Just under one in ten said they are simply not interested in going online or they feel they cannot get the type of content they want online (Chart 9b). Other reasons are much less prevalent, cited by seven per cent or fewer Canadians.

Results are similar in the open survey sample, although a larger proportion pointed to the inconvenience (47 per cent) and cost of Internet services (37 per cent, with 24 per cent noting it as their primary reason and other citing it as a secondary reason). Fewer said that they simply have a preference for traditional radio, as a method they have always relied on (11 per cent combined between primary and secondary reason).

Chart 9a: Barriers to Online Access
Chart 9b: Barriers to Online Access

Barriers to Online Access - text version

For many focus group participants, access to content is a barrier to listening online. Finding the content they wish to listen to, determining which online source to use, or general unfamiliarity with technology are all barriers to listening online. This can include the accessibility or reliability of Internet, along with having the hardware to source and play audio. A few said simply that they have always listened to traditional radio and see no need to change.

“With my age, not as aware of technology, and don’t know the cost” (Fort McMurray)

“One of the big obstacles for that (streaming) you know, data on phones or access to internet. And then you have to, unlike a radio where it’s coming to you, you have to choose beforehand what you want to listen to.” (Halifax)

Some participants also have data limits on their cellular phone plan, or have Internet (whether home or away) that is limited, slow, or not conducive to streaming. The cost of overage fees from streaming and downloading was also noted as a barrier, and common complaint among many participants. However, for those participants with unlimited Internet or large cell phone plans, there are no such barriers to listening online.

“I don’t have unlimited Internet, so I’ll avoid certain websites if there’s music on them because it counts toward my download limit. I would rather listen to a real radio.” (Montreal, translated)

“(I’ve) given up on trying to put myself on a data diet. It just doesn’t work. But, my wife and I pay $350/mo for 2 phones. That’s like a car payment. It’s ridiculous”. (Charlottetown)

Other participants talked about the narrowing of information and music content that comes with selecting your own sources and having this define or filter what content comes back. Several referred to the “echo chamber” that only gives you back what you put in.

“Online listening let’s you hear what you want to hear so you don’t get a very broad spectrum of content. It’s an echo chamber of your own world, to validate your interests and opinions, constantly reinforcing our own beliefs and views, but you don’t get the window on the world in the same way anymore.(Charlottetown)

2.3 Video Programming

a) Time Spent Watching

In the representative sample, roughly three in ten view content between one and five hours (30 per cent), or six to 10 (28 per cent) hours per week (Chart 10). Almost one-quarter (24 per cent) view content between 11 and 20 hours per week, while 16 per cent watch over 21 hours per week (11 per cent). This includes online and/or traditional television viewing. While there is some degree of correlation between intensity of listening to audio content on a weekly basis and intensity of watching video content, there are also many Canadians who spend many listening hours, but few viewing hours (roughly 10 per cent of Canadians), and vice versa (roughly 15 per cent of Canadians).

In the open survey, and similar to results for audio content, respondents watch video content for more hours overall than those in the representative survey. Fewer (21 per cent) watch between one and five hours and more watch between 11 and 20 hours (29 per cent), or over 11 to 20 hours per week (29 per cent). One in five (21 per cent) watch more than 20 hours online per week.

Chart 10: Average Viewing Consumption

Average Viewing Consumption - text version

Over one in five (22 per cent) in the representative survey do not watch any programming online. For those who do watch online, the proportion is fairly evenly distributed in terms of the amount of time they spend watching online programming online, with over one-third spending up to half of their time (35 per cent) watching online, and 39 per cent invest over half their viewing time online (Chart 11). Naturally, Canadians who tend not to listen to audio content online are also the individuals who do not view video content online, while those who listen online, also watch online, in similar proportions.

Not surprisingly, respondents in the open survey spend more time watching programming online, with all respondents indicating they watch some content online, and nearly one-third (32 per cent) watching online more than 90 per cent of the time.

Chart 11: Proportion of Consumption Online

Proportion of Consumption Online - text version

b) Means of Access

Canadians in the representative sample tend to access video content through traditional television. Over half watch talk shows or game shows (53 per cent), sports (56 per cent), local news (55 per cent), national and international news (51 per cent) or reality TV (50 per cent) through traditional television (Chart 12a). Over two in five (43 per cent) watch drama, action, fantasy, sci-fi, or horror programming through traditional television, although half (51 per cent) say they watch these genres online, or through both online and traditional means. Similarly, two in five indicate they watch documentaries (42 per cent) or comedy (42 per cent) on television (Chart 12b). While over one-third watch community television on traditional TV, 44 per cent say they do not watch community programming at all. Children’s programming is consumed by 26 per cent on traditional television, 16 per cent of respondents online, and 16 per cent through both online and television. Only with music video programming is a higher proportion indicating they watch online (30 per cent) over traditional television (18 per cent).

In the open survey, a higher proportion of respondents watch video content online. Notably, two in five watch music (42 per cent) drama, action, fantasy, sci-fi, or horror (40 per cent), or documentaries (39 per cent) online.

Chart 12a: Video: Online Vs Traditional Means of Access
Chart 12b: Video: Online Vs Traditional Means of Access

Online Vs Traditional Means of Access - text version

Most focus group participants watch video content in the form of local news and weather, national and international news, along with movies, documentaries, drama, sci-fi, and reality TV. Most participants said they have cable TV, along with a streaming service such as Netflix, Crave TV, Apple TV, or watch content on YouTube. A few described additional hardware to stream online, such as Android TV boxes.

“I have a Netflix subscription I also have a free three-month CraveTV trial, but I haven’t used it yet. My family and I love Netflix.” (Cable subscriber) (St. Boniface, translated)

“I watch international news on TV. I usually get my local news on the radio. I have two or three TV shows I follow as much as possible, and if I miss them, I get them online.” (Val d’Or, translated)

At least a few participants in each group discussion said that they have cancelled their cable service or moved and never connected cable. In a few groups, more than half of participants do not have cable.

“I think once you leave cable you never go back. There’s literally nothing cable could do to compete with the fact that once I have my show I can watch it with no ads, whenever I want, unlimited amount, no wait time. There’s nothing cable could do to bring me back.” (Ottawa)

c) Reasons for Traditional Viewing

Among those Canadians in the representative survey who watch at least some traditional television, the most popular reason put forward is tradition, according to 43 per cent who cited it as the primary (25 per cent) or secondary reason (18 per cent) (Chart 13a). Convenience or ease of use is also a key motivator for one in three (35 per cent selecting it as a key reason). This is followed by just over one in four (28 per cent) saying that traditional television has the content that they want. Nearly one in five also said that cost for traditional television services is key to their decision (18 per cent) (Chart 13a), as is the timing of getting the content when they want it (17 per cent) (Chart 13b). Fifteen per cent said that traditional television affords a simple way of selecting content that works for them, and 11 per cent said it offers the flexibility to discover and explore new content. Six per cent said that they rely on traditional television to deliver content in the language of their choice. Few respondents offered other reasons for using traditional television services.

Results are similar among respondents to the open link, although more point to the content as a key reason for watching traditional television, and proportionately fewer watch television for the convenience and ease of where one can watch it.

Chart 13a: Impetus for Traditional Viewing
Chart 13b: Impetus for Traditional Viewing

Impetus for Traditional Viewing - text version

Many focus group participants watch traditional TV because of the accessibility of programming; there is quality and popular content, and it is always available. Some will turn on the TV and look for a show to watch, while many PVR shows to watch ‘on demand’ when they are available to watch TV. Some watch TV specific programming live; most notably news and sports, and more than a few said that the ability to watch live sports is a primary reason they continue to have cable. The ability to access local news and community programming was described as a reason for a preference for traditional TV by a few participants.

“Couldn’t live without the PVR. It eliminates the commercials, big time” (Fort McMurray)

“I have cable mainly for sports, that’s mainly the reason is for hockey and stuff like that.”
(Prince George)

Some participants appreciate the “passive” nature of traditional TV viewing. New content can be discovered by seeing advertisements for other programming, or when a new show comes on a channel immediately after watching another program. A few find watching TV more relaxing than watching video content online because it is curated, with an easy to access and follow schedule of programming. For a few it also represents an opportunity to unplug from the Internet that is a key feature of their work day (i.e., a clear distinction between their work day and their personal time).

“I like seeing things on a big screen, and I also want to feel like there’s a difference between my work day and the part of the day when I can relax a little.” (St. Boniface, translated)

“The thing I actually probably miss the most is some of the random stuff I would just go through on Shaw community cable channel- now I’d have to seek it out instead of stumbling upon it from the couch.” (Vancouver)

A few participants explained that they like to have the TV on “in the background” at home. The TV may stay on a certain channel, such as the Weather Network or CNN, but participants described doing chores and other activities around the house, enjoying having it on for the noise, comfort, or to notice any updates.

“I spend about 30 hours a week watching content, but I’m not always in front of the TV. I cook at the same time, but the TV is always on in the background.” (Montreal)

“I think traditional TV, we’re conditioned to it, we’re used to it and its just there.” (Saskatoon)

“I basically love TV for background company, like just to have it on, just that noise or you’re passing through the room and you know something’s on.” (Toronto)

“I come home, turn on the TV. If I’m cooking, I can go back and rewind it. We are encouraged to believe that cable is obsolete, but I don’t believe it’s true.” (Calgary)

d) Reasons for Online Viewing

According to the representative survey, Canadians who are watching at least some content online most often said the Internet provides them with the content they want (45 per cent combining those indicating this as a primary or secondary reason), or the convenience of where you can access it (43 per cent citing this as a key reason) (Chart 14). The timing of accessing the content when you want it and the flexibility to explore and discover new content online are also key reasons for just over a third (38 and 34 per cent respectively combining primary and secondary reasons). The third order of motivation for watching content online is the cost for services, noted by 18 per cent including those seeing this as a primary or secondary reason. Other reasons, including simplicity or language of accessing the content are rarely reasons for watching online.

Results are similar in the open survey, although higher proportions pointed to the timing of accessing the content when you want it (43 per cent combining primary and secondary reasons), and the cost (25 per cent).

Chart 14: Impetus for Viewing Online

Impetus for Viewing Online - text version

Most focus group participants described the advantages of watching video content online as having the convenience of watching almost any content, at any time. These participants enjoy the ability to choose their own content and watch shows very specific to their tastes. The benefit was noted by these participants as having more control over what they watch and freedom to “curate” their own programming. While television programming is set to specific times, accessing online also allows for flexibility of when video content can be viewed; it is more portable to watch anywhere in the house, or when travelling. Many participants also talked about the advantage of being able to view content that is only available online, such as original programming for Netflix or Crave TV, which many fans described as “high quality” content.

“I want to be able to choose what I want when I want to watch it and that’s a big thing for me. So when it comes to demand services like Netflix or Amazon Prime that’s ideal, with big libraries obviously.” (Ottawa)

A few feel that there is more control over what is watched through online content, particularly for those with children. Services such as Netflix for children can provide exclusive content for children and avoid commercials that are considered inappropriate for children that would be viewed on TV.

A few say that watching video content online saves time because they are watching content shown without commercials, or an ability to forward or only watch parts of content, such as news segments. Similarly, “binge watching” many episodes or an entire series were described as new ways to view audio content that is different than the way they watch traditional television.

“Most of the shows that could be interesting take one or two minutes of material and spread it over an hour.” (Sault Ste. Marie)

“Even the news, when the news comes on its only a subset of what they have on the website.” (Sault Ste. Marie)

“We don’t usually sit down and watch the news at 6 p.m. anymore. I usually watch the headlines online either on Facebook or on their site.” (St. Boniface, translated)

In St. Boniface, among language minority participants, access to French content seem is an important reason to access content online for several participants.

“We have AppleTV at home and we also watch a lot of Netflix, which gives us access to a wide variety of French and international content. (St. Boniface, translated)

Others mentioned that they appreciate the exclusive content that they can find online.

“I watch a lot of TED Talks, which are mostly available online and can’t be found anywhere else.” (St. Boniface, translated)

“I watch a lot of tutorials on YouTube on how to fix things, or lessons on Khan Academy if I want to brush up on my algebra or math skills.” (St. Boniface, translated)

e) Barriers to Traditional Viewing

Among those who do not watch traditional television, or watch less of their content on traditional television than they do online, cost of television services is the most often cited reason, according to 46 per cent of Canadians, including 32 per cent saying it is the primary reason (Chart 15a). This is followed by annoyance with advertisements and cyclical seasons (i.e., off season repeat shows), put forward by 34 per cent. Another one in four (24 per cent) said that they do not get the content they are looking for on traditional television. One in five do not find the timing convenient (i.e., have to watch content when it is schedule, not according to preferred timing) or feel it is not convenient to have to find or watch what you want where you want it) (Chart 15b). Access to a television is also a concern for 17 per cent. Inflexibility of being able to explore and find new content is an issue for one in ten, and seven per cent indicated a general preference for online viewing.

In the open survey, both cost (54 per cent) and the annoyance of commercials and repeated shows (40 per cent) are even more pronounced. More also talked about issues with the timing of content (26 per cent). Fewer, however, said that access to a television is a barrier for them (11 per cent).

Chart 15a: Barriers to Traditional Viewing
Chart 15b: Barriers to Traditional Viewing

Barriers to Traditional Viewing - text version

Focus group participants likewise note that a primary barrier to traditional TV is the inconvenience of trying to find desired programming at the time that they are available to watch programming. According to many focus group participants, one of the barriers to traditional TV is that while there can be hundreds of channels, there is the perception that there is “nothing on”. Participants described scrolling through channels and not finding anything live that they wish to watch when they are available to watch TV. For these participants, there is frustration in not making use of leisure time, such as “winding down” in the evening, and watching the desired entertaining or informative programming.

“The problem with [cable] is there are so many channels. I spend more time looking through channels than watching something.” (Montreal, translated)

“I really only have from 9:30 -10pm to watch TV. We have 300 channels now and there’s nothing on.” (Fort McMurray)

The packaging of channels was described by many participants in each discussion as a key source of frustration. They talked about the requirement of cable companies to “unbundle” or offer new “skinny” packages, expressing considerable irritation that the cost of buying individual channels is more expensive than purchasing a bundle of channels, many of which most participant do not wish to have.

“The biggest problem that I have in Canada is the fact that there isn’t enough choice when it comes to what I take as far as channels go with any sort of subscription service so I have to take 20 or 50 some odd channels (I don’t want) just to get HBO.” (Vancouver)

“I would be very happy with getting 10 (channels) - that’s it! But to choose the ones I want, not the ones they shove down my throat.” (Toronto)

“The Government tried to force them to do something, but they (the cable companies) found their way to mess with it.” (Prince George)

As with traditional radio, advertisements were described by many as a barrier. While PVRs allow for forwarding through commercials, some participants said they simply prefer to watch online content to avoid commercials entirely (or at least have fewer or shorter commercials online).

“Watching live TV is excruciating once you’re used to watching streaming shows. You don’t have any advertising, you don’t have any breaks or anything like that so any show that I’d watch on TV I record it so I can fast forward through all the ads.” (Halifax)

“People are paying a lot of money right now for these cable packages and they go home and set the PVR to record the stuff, gets rid of the commercials and then they can watch on demand later. I find online its already on demand without commercials. They pay a small rate with whichever provider it is and its so much cheaper, you get way more options, no commercials being bombarded in your face.” (Ottawa)

“The biggest reason we actually got rid of cable is because we could not handle the amount of commercials.” (Saskatoon)

Some participants say that news content is a barrier to watching traditional TV. These participants find certain news channels, including CBC, CNN, Fox News, “and much of the mainstream news” to be polarizing, and they rely on them only to supplement their news intake through online sources.

f) Barriers to Online Viewing

According to the representative survey, reasons for not watching content online, or at least not watching more of their content online most often pointed to inconvenience of not being able to find or watch the content they want to watch, cost of Internet services, or a simple preference for watching traditional television. Each of these was noted by about one in four indicating them as a primary or secondary reason. This is followed by the complexity of having to find or select the content they want (16 per cent) or not finding the type of content they want to watch (15 per cent) (Chart 16a). One in ten also feel that the timing of being able to watch what they want when they want to watch it is an issue with online viewing (11 per cent) (Chart 16a) or that they are simply not interested in viewing content online (nine per cent) (Chart 16ba). Lack of time, lack of comfort with the Internet (or computers), and lack of access to the Internet (or device) are barriers much less of the time.

Results of the open survey are similar, although online viewing is considered cost prohibitive more often (37 per cent), as well as inconvenient (44 per cent). A simple preference for traditional television and lack of basic access to the Internet are much less prevalent.

Chart 16a: Barriers to Online Viewing
Chart 16b: Barriers to Online Viewing

Barriers to Online Viewing - text version

Focus group participants identified the inconvenience or difficulty in finding programming as a main barrier to viewing online. While television offers curated programming, that is constantly available to watch, the breadth of content available online is so vast that it can be hard to find or be aware of content to view online. For these participants, it is easier or “less work” to watch traditional TV. Conversely, some participants do not like the algorithms that some platforms such as Apple TV or Netflix use to recommend programming as they feel it restricts awareness of other content, and can feel like an invasion of privacy to some.

“I’m comfortable having TV because I can surf and find a variety much easier instead of Netflix where I have to go all over the place for these channels and what am I going to do now there’s so much to look for. I don’t have that much time after work.” (Toronto)

“The problem with Netflix, the barrier is that you need to go in there with a plan of what to watch. The perfect scenario is to say ‘show me Kevin Can Wait’ and it just came on, I would stream everything. The barrier that needs to be eliminated is user-interface issues. Even if bandwidth ever became perfect. User interface [finding a show they want to watch] is the main reason why my go-to is TV.” (Edmonton)

According to some focus group participants data limits are a barrier to viewing online content. Likewise, there are barriers to the quality of the video content with streaming content, with a few noting that content can lag or is less clear than on traditional TV.

“If you’re not at your WIFI and you have to do it over the data, over the cell network, then you’re going to be greatly limited by the amount of data you can use.” (Saskatoon)

Given that the platform to view online video content is often through a computer or tablet, a few participants feel that online content is causing less “collective”/ “family” viewing of video and more isolated viewing of content. Although online content allows for greater individualization and curation of viewing preferences, a negative factor, for some is that family members watch content in different locations of a home, and have fewer shared experiences overall. Even those who have “Living room TVs” connected online described situations of family members retreating elsewhere to watch their preferred shows. A few said that they purposefully incorporate “family movie night” or some other method to bring family members together to watch video content.

“We each have our own computer in our house and we watch our own thing. I think all this new technology separates people and causes isolation.” (Montreal, translated)

For some, especially in St. Boniface, looking at content online is a screen size issue.

“I’m in front of a computer screen all day, so I really don’t feel like watching videos on the computer.” (St. Boniface, translated)

2.4 Role of Government

a) Canadian Programming

For respondents in the representative survey, over half (52 per cent) say that programming made in Canada is important to them in the content they watch and/or listen to (Chart 17). One-quarter (26 per cent) rated it as moderate in importance, and over one in five indicated that content made in Canada is not important to them personally.

Similarly, in the open survey, half (50 per cent) indicated that watching or listening to content made in Canada is important. Over one-quarter (27 per cent) feel that Canadian programming is not important.

Chart 17: Importance of Canadian Programming

Importance of Canadian Programming - text version

Many focus group participants said they support a government role in the development of Canadian content. Some view Canadian content as helping to strengthen unity and shared identity. Others noted that financial support to ensure the production of Canadian content helps to develop talent of actors, writers, and producers and creates employment throughout Canada. A few pointed to the dominance of American content, and the resulting drain of Canadian talent to the United States, as an illustration of the need to entrust the federal government in supporting the creation Canadian audio and video content.

“I think it’s no different than supporting people re-training to be software engineers or supporting scholarships for people becoming engineers. It brings money back into Canada. We could argue whether or not it breaks even or not but in the end it produces high paying jobs.” (Ottawa)

“It is good for us, and it’s also helping our actors and actresses who are Canadian” (Fort McMurray)

“It’s quality Canadian content, and I think we need it as a country. It brings cohesiveness, it unites us in our culture, it separates us from the Americans which are such an overshadowing force in our lives. I think we must support this and protect this.” (Ottawa)

“I remember when CRTC was not around, and there was no Canadian content rules. If you had a talent, you had to leave Canada, you had to. There was no way if and but; if you wanted to succeed in entertainment you had to leave Canada. Then when they came in with Canadian content people started staying in Canada because they could get their music heard, get their feet on the ground here in Canada.” (Sault Ste Marie)

Some participants argued that within the funding committed currently to generating Canadian content the role of government should also include dissemination of Canadian content. For a few, the concern was that, in the transition era of “cord cutting” from traditional cable services, Canadians may be less and less exposed to, and therefore consuming less and less, Canadian content.

“As someone who cut my cable and went completely digital, I find I miss Canadian content.” (Montreal, translated)

“I think for today’s youth, they should be a little more in-tune because everything is digital, everything’s streamed and downloaded. A lot of kids could probably tell you what’s happening overseas or what’s happening in the states, but you ask them what’s happening down the road and they’ve got no clue.” (Vancouver)

“I think it should be curated more wisely. Like for example part of the deal the Government should have made with Netflix is instead of having a thousand ‘because you watched this’ categories, have one category that’s ‘Canadian Content. To me its a common sense thing that if you’re going to sink hundreds of millions of dollars into this industry and then to rely on broadcasts to carry the weight, in these times, that’s redundant.” (Vancouver)

“If everyone has access to content from everywhere in the world, it’s possible people would watch less content from here. I think international content is very important, but that means I watch less Canadian content. A lot of people who work in the field would suffer as a result.” (Montreal, translated)

Some participants, on the other hand, argued that support funding is not needed for the creation and distribution of Canadian content specifically to fulfill Canadian content obligations. For these individuals, the quality of the content, and therefore market demand, should be the primary drivers. A few participants also questioned the definition of Canadian content, wondering if this defines content that is ‘about’ Canada, produced by a Canadian director, or filmed in Canada.

“With YouTube and whatnot, those are better avenues to go to promotion creation and distribution of content. Generally, now it probably makes more sense to support content creation rather than artificially forcing air time/distribution of Canadian content, when there are so many avenues for people to get their stuff out there now.” (St. John’s)

“I like having some Canadian content, but having it rammed down your throat, some people wouldn’t go for that”. (Fort McMurray)

For some, support for Canadian content is emphasized in terms of local Canadian content.

“Canadian content is good, but maybe more local content make sense. I shouldn’t have to hear Tom Cochrane on the radio every time I want to hear Canadian content. We have one of the most musical provinces in the country, we should be promoting more of our own. So, it should have to be not just Canadian content, but content from your own province and community.” (St. John’s)

News content, and the perception of increasingly partisan coverage of news, was a source of concern for some participants.

“The government needs to pay to ensure journalists can deliver real information to us, free from partisanship.” (Val d’Or, translated)

b) Ensuring Good Access to Content

Most focus group participants said they feel that the government of Canada has a role to play in ensuring that Canadians have good access to audio and video content. This can be through traditional radio and television, or online through downloading, podcasts and live streaming, they said. The role of government in ensuring access to content, for many participants, is a regulatory role that includes protecting consumers, many argued. The concept of protecting consumers differ by participant in the discussions, and included efforts such as: “holding companies to their word”, protecting net neutrality, allowing for competition of telecommunication companies, and unbundling cable packages.

(About Net Neutrality in the US) That was terrible! Who was talking for the consumers there?

The perception of unfairness of cable packages, along with cell phone (i.e., data) plans (due to the access to audio and video content through smartphones), was prominent in most discussions. The CRTC’s involvement in unbundling cable packages was argued as key among many who expressed frustration with telecommunication companies’ pricing structure, with desired individual channels being more costly than purchasing a “bundle” of channels that include undesired channels.

“I think where the Government comes in is having a basic plan and having basically a maximum price for that basic plan that makes it accessible to everyone.” (Toronto)

“They have a definite role to play. If the CRTC wasn’t there, who would protect consumers?” (Val D’Or, translated)

For some, allowing for good access to content includes ensuring that all content is available to Canadians, including any content not produced in Canada. The content available on streaming services such as Netflix was often used to illustrate limitations on access to content in the Canadian market. For example, a few participants noted that not all American Netflix content is available on Canadian Netflix accounts, and some online video content will be blocked for users, perceived by participants to be because of Canadian regulations. Alternatively, some participants observe that “improvements” have been made to accessing content, such as a greater selection of content available to Canadian users of Netflix.

c) Access in All Communities

Many focus group participants argued that the role of the government of Canada should include ensuring that there is good access to audio and video content to Canadians in all communities, particularly in rural and remote communities, across the country. For some, this means the provision of high speed Internet in all communities, including rural and remote areas with only dial up access, pockets of communities with no Internet access, or northern communities with expensive or limited Internet.

“Where my parents live they don’t even have Internet there because they can’t get it. So is it important? Absolutely, because it shuts down half of what you can look at, you can’t go online, you can’t do anything.” (Vancouver)

Some view the Internet as a “utility” similar to the historical investment in radio or telephone lines linking the country together. These participants view good access to audio and video content as an aid to education and tool to relieve social isolation.

“The world is changing, and they have a right to access the internet just as much as anyone else”. (Calgary)

“I think the issue we’re looking at in the modern age is has the internet become a utility? Are we looking at the concerns we had in the 1930s with respect to telephone service rurally?” (Prince George)

“We have a right to shelter and water and whatever, but if you don’t have to internet you don’t have access to contribute to society in the same way as a lot of other people. The Government is kind of already doing some things about this, working for the last 10 years or so trying to bring high speed internet to everyone across Canada.” (Halifax)

“There are certain amounts of money that you need to spend. We first did it with a railroad across Canada. You have to spend money on infrastructure to keep our country together; our forefathers understood it, hopefully our Government will understand it.” (Sault Ste Marie)

“I think the infrastructure needs to be treated like a utility, everybody has to have access. You were mentioning that when we were young we didn’t have internet access, but we also weren’t competing against other people that did. Now there’s this digital divide and if you want to ensure that Northern communities have a chance to participate in the digital revolution, we have to provide at least the infrastructure.” (Saskatoon)

“They should ensure everyone – especially in remote locations – has the same access to information as everyone else in other areas.” (St. Boniface, translated)

Some focus group participants said that the role of providing Canadians with access to the Internet should remain with the telecommunications companies, as this is where the expertise resides and/or because of the commercial incentive to do so. Although some argued that Internet access would be extended to areas with poor or no service because of financial motivations of industry to do so, however, others argued that some government intervention would be needed to “mandate” levels of service to citizens.

“As long as we’re not funding it, I believe that the telecommunications company makes enough that they can fund that themselves.” (Vancouver)

“Government should not be involved except to encourage by perhaps less regulation or a tax break or something along those lines. But directly taking it from every tax paying citizens pocket to fund something I wouldn’t agree with.” (Prince George)

“I would think that these companies require ‘right of way’ to build stuff in urban areas, so the Government can mandate ‘hey if you want to do this, its clearly profitable for you here, so you have to maintain some level of service in rural areas.’” (Vancouver)

“If the Government is going to get involved with getting internet into rural environments, what they need to get involved in is making the soil fertile for companies like [telecommunication provider] or other companies to say okay we can invest in this and actually turn a profit on it.” (Saskatoon)

Some participants did not believe that the government needs to ensure access to audio and video content to all Canadians. Referring primarily to the provision of high speed Internet to stream content without technology restrictions, these participants feel that some limitations to access is a consequence of living in remote and rural areas. As a result, “with only so much money to go around”, these participants feel that Canadians should not subsidize the provision of high speed and high data access to those living in rural and remote areas.

“Access is very important and critical for well being, but there is a cost to that. To me, our taxes are going crazy. Infrastructure is not cheap. I just don’t think everyone needs access to everything.” (Calgary)

“We have community radio already across the country, people can get up to date information.” (Prince George)

“I came up here because my job and I stayed by free will. I don't want to go back down south. I don't want to go to free internet. I'm going to suffer the lesser quality, if you will, for other benefits up here. […] People came up here to get away from down south, then they want to bring down south with them. […] if you want unlimited internet, if you want all this stuff go back to Toronto.” (Whitehorse)

d) Support for Types of Content

Some focus group participants expressed the point of view that it is important for the government to ensure audio and video local news programming is available. Others disagreed, believing that there will always be an audience and private industry incentive for local content to be produced, eliminating the need for government involvement. While many participants lament commercial interruption, others pointed to the need for revenue generation for local news content to exist.

“If you don’t have local content, how are you supposed to know what’s going on in your city or town counsel? It really inhibits your community because people don’t necessarily get out and do those kinds of things.” (Saskatoon)

Many participants agreed with the idea of financial support for content in Canada’s official languages, including French or English programming in minority language areas. “It would be disrespectful” not to offer content in both official languages, one articulated. In St. Boniface, several language minority participants considered the support of French Canadian content as essential, given that access is more difficult in these communities than it is in French language Canada. Some participants also favoured a role of the government that includes financial support for Indigenous language content. Few focus group participants agreed, however with financial support for content in languages other than in Canada’s official languages or Indigenous languages; largely because of the plethora of potential languages.

“When we lose French content – especially French news in Manitoba – that hurts because we’re in the minority.” (St. Boniface, translated)

“There’s an aspect of protecting French language and culture, but also Canadian culture. In the world of media and entertainment, everything is dominated by the U.S., and if the government doesn’t play an active role, we’ll lose or dilute Canadian content.” (St. Boniface, translated)

“We need to promote content in other languages – especially Indigenous languages – without undoing all the work that’s been done to protect French language and culture.” (St. Boniface, translated)

“With the internet and availability of everything on demand, the content should reflect our make-up.” (Edmonton)

Some participants, however, argued that the government should not be providing financial support for any type of content.

“I don’t think the role of the CRTC is to finance. I see their role more as oversight.”
(Val d’Or, translated)

APPENDIX A: Survey Questionnaire

INTRO

This survey is asking Canadians who are 16 or older questions about your listening and viewing habits. With this survey, we will have a better idea of why Canadians consume content the way they do. It should take approximately 10 minutes to complete. Your participation in the study is voluntary and completely confidential and your responses will remain anonymous.

This study is being conducted by EKOS Research Associates Inc. on behalf of the CRTC. The survey is registered with the Research Registration System.

PQ1

How important are each of the following types of audio and/or video programming to you personally?

Q1A

Local news

Q1B

Canadian national news/International News

Q1D

Documentaries

Q1E

Community programming

Q1F

Comedy

Q1G

Drama

Q1H

Sports

Q1I

Music

Q1J

Children's programming

Q1K

Reality TV

Q1L

Talk shows or game shows

Not at all important 1 1
2 2
3 3
4 4
Very important 5 5
Don't know / No response

PQ2

Do you listen to each of the following through traditional radio, or online?

Traditional radio includes stations that you tune into on AM/FM radio or car radio or through satellite.

Online includes online streaming services (like Spotify or Apple Music), online radio, songs downloaded over the Internet or podcasts that you access through the Internet.

Q2A

Local news

Q2B

Canadian national or international news

Q2I

Music

Q2L

Audio talk shows (including podcasts)

Listen on radio 1
Listen online 2
Both 3
Don't listen 4
Don't know / No response 9

PQ3A

What are the main reasons for making the decision to listen to content through traditional radio?

If you don't see one or both of your reasons in the list, please use "other reason(s)" and we'll ask you to specify further.
(Please select only 1 per column)

Q3AA

Primary
reason

Pick 1
in this
column

Q3AB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - Reasonable/affordable costs for services (e.g., low or no subscription/data costs) 1
Content - You are able to get the type of content you want 2
Language - You are able to get the content you want in the language you want 3
Timing - You are able to get the content when you want it 4
Convenience - You are able to get the content where you want it (such as car radio) or it's easy to find what you want 5
Flexibility - You are able to explore more and discover new content 6
Simplicity - Someone selects all the content for you 7
Tradition - You have always done it that way 8
<Not online Q2A-Q2L>
Access - You don't have access to the Internet at home 9
Other reason(s) 77
Don't know / No response 99
Q3AOT [1,3]

Please specify your main reason for making the decision to listen to content through traditional radio below.

Please specify : 77
Don't know / No response 99
Q3BOT [1,3]

Please specify your secondary reason for making the decision to listen to content through traditional radio below.

Please specify : 77
Don't know / No response 99

PQ4A

What are your main reasons for making the decision to listen to content online?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q4AA

Primary
reason

Pick 1
in this
column

Q4AB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - Reasonable/affordable costs for services (e.g., Internet services, online bandwidth/data) or equipment 1
Content - You are able to get the type of content you want 2
Language - You are able to get the content you want in the language you want 3
Timing - You are able to get the content when you want it 4
Convenience - You are able to get the content where you want it or it's easy to find what you want 5
Flexibility - You are able to explore more and discover new content 6
Simplicity - Someone selects all the content for you 7
No or little advertising 9
Other reason(s) 77
Don't know / No response 99
Q4AOT [1,3]

Please specify your main reason for making the decision to listen to content online below.

Please specify : 77
Don't know / No response 99
Q4BOT [1,3]

Please specify your secondary reason for making the decision to listen to content online below.

Please specify : 77
Don't know / No response 99
Q5

Thinking about the amount of time you spend listening to programming online and on traditional radio, what proportion of it would you say you spend listening online?

0-10 % 1
11-20 % 2
21-30 % 3
31-40 % 4
41-49 % 5
51-60 % 6
61-70 % 7
71-80 % 8
81-90 % 9
91-100 % 10
Don't know / No response 99
Q5A

About how many hours per week would you say you listen to content online?

1-5 hours 1
6-10 hours 2
11-20 hours 3
21+ hours 4
Don't know / No response 9
Q5B

About how many hours per week would you say you listen to content on the radio?

1-5 hours 1
6-10 hours 2
11-20 hours 3
21+ hours 4
Don't know / No response 9

PQ6A

What are the main reasons you do not listen to <[Q5 = 1,2,3,4,5]more content[ELSE]content> online?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q6AA

Primary
reason

Pick 1
in this
column

Q6AB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - It costs more/too much (Internet services/bandwidth/data) 1
Content - You can't get the type of content you want 2
Language - You can't get the content you want in the language you want 3
Timing - You can't get the content when you want it 4
Convenience - You can't get the content where you want it (like in the car) or it's hard to find what you want 5
Flexibility - You can't explore more and discover new content 6
Complexity - You don't like having to select all the content yourself 7
Preference - You don't like to use the Internet 9
<Not online Q2A-Q2L>
Access - You don't have access to the Internet (or computer, mobile device) 11
Other reason(s) 77
Don't know / No response 99
Q6AAOT [1,3]

Please specify the main reason that you do not listen to <[Q5 = 1,2,3,4,5]more content[ELSE]content> online below.

Please specify : 77
Don't know / No response 99
Q6ABOT [1,3]

Please specify the secondary reason that you do not listen to <[Q5 = 1,2,3,4,5]more content[ELSE]content> online below.

Please specify : 77
Don't know / No response 99

PQ6B

What are the main reasons you do not listen to <[Q5 = 6,7,8,9,10]more content[ELSE]content> through traditional radio?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q6BA

Primary
reason

Pick 1
in this
column

Q6BB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - It costs more/too much 1
Content - You can't get the type of content you want 2
Language - You can't get the content you want in the language you want 3
Timing - You can't get the content when you want it 4
Convenience - You can't get the content where you want it or it's hard to find what you want 5
Flexibility - You can't explore more and discover new content 6
Complexity - You have to find the stations with the content you want 7
Preference - You don't like to use traditional radio 8
Access - You don't have a traditional radio 10
Annoyance - You don't like all the advertisements 11
Other reason(s) 77
Don't know / No response 99
Q6BAOT [1,3]

Please specify the main reason that you do not listen to <[Q5 = 6,7,8,9,10]more content[ELSE]content> through traditional radio below.

Please specify : 77
Don't know / No response 99
Q6BBOT [1,3]

Please specify the secondary reason that you do not listen to <[Q5 = 6,7,8,9,10]more content[ELSE]content> through traditional radio below.

Please specify : 77
Don't know / No response 99

PQ7

Do you watch each of the following through traditional television or online?

Traditional television services includes satellite, cable and fibre tv services, as well as over-the-air with an antennae.

Online services include paid or free streaming online, downloading over the Internet on a SmartTV, mobile or other device used to access the Internet, such as AppleTV or Roku

Q7A

Local news

Q7B

Canadian national news and International News

Q7D

Documentaries

Q7E

Community programming

Q7F

Comedy

Q7G

Drama

Q7H

Sports

Q7I

Music

Q7J

Children's programming

Q7K

Reality TV

Q7L

Talk shows or game shows

Watch on television 1
Watch online 2
Both 3
Don't watch 4
Don't know / No response 9

PQ8A

What are your main reasons for making the decision to watch content through traditional television?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q8AA

Primary
reason

Pick 1
in this
column

Q8AB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - reasonable/affordable cost for services (e.g., cable, satellite, IPTV) or equipment 1
Content - You are able to get the type of content you want (the content is only available on traditional television) 2
Language - You are able to get the content you want in the language you want 3
Timing - You are able to get the content when you want it 4
Convenience - You are able to get the content where you want it 5
Flexibility - You are able to explore more and discover new content 6
Simplicity - Someone selects all the content for you 7
Tradition - You have always done it that way 8
<Not online Q7A-Q7L>
Access - You don't have access to the Internet at home 9
Other reason(s) 77
Don't know / No response 99
Q8AOT [1,3]

Please specify your main reason for making the decision to watch content through traditional television below.

Please specify : 77
Don't know / No response 99
Q8BOT [1,3]

Please specify your secondary reason for making the decision to watch content through traditional television below.

Please specify : 77
Don't know / No response 99

PQ9A

What are your main reasons for making the decision to watch content online?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q9AA

Primary
reason

Pick 1
in this
column

Q9AB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - Reasonable/affordable cost for services (e.g., Internet services, online bandwidth/data) or equipment 1
Content - You are able to get the type of content you want 2
Language - You are able to get the content you want in the language you want 3
Timing - You are able to get the content when you want it 4
Convenience - You are able to get the content where you want it or it's easy to find what you want 5
Flexibility - You are able to explore more and discover new content 6
Simplicity - Someone selects all the content for you 7
Other reason(s) 77
Don't know / No response 99
Q9AOT [1,3]

Please specify your main reason for making the decision to watch content online below.

Please specify : 77
Don't know / No response 99
Q9BOT [1,3]

Please specify your secondary reason for making the decision to watch content online below.

Please specify : 77
Don't know / No response 99

Q10

Thinking about the amount of time you spend watching video programming online and on traditional television, what proportion of it would you say you spend watching video online?

0-10 % 1
11-20 % 2
21-30 % 3
31-40 % 4
41-49 % 5
51-60 % 6
61-70 % 7
71-80 % 8
81-90 % 9
91-100 % 10
Don't know / No response 99
Q10A

About how many hours per week would you say you watch content online?

1-5 hours 1
6-10 hours 2
11-20 hours 3
21+ hours 4
Don't know / No response 9
Q10B

About how many hours per week would you say you watch content on television?

1-5 hours 1
6-10 hours 2
11-20 hours 3
21+ hours 4
Don't know / No response 9

PQ11A

What are the main reasons you do not watch <[Q10 = 1,2,3,4,5]more content[ELSE]content> online?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q11AA

Primary
reason

Pick 1
in this
column

Q11AB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - It costs more/too much (Internet services/bandwith/data) 1
Content - You can't get the type of content you want 2
Language - You can't get the content you want in the language you want 3
Timing - You can't get the content when you want it 4
Convenience - You can't get the content where you want it or it's hard to find what you want 5
Flexibility - You can't explore more and discover new content 6
Complexity - You don't like having to select all the content yourself 7
Preference - You don't like to use the Internet 9
<Not online Q7A-Q7L>
Access - You don't have access to the Internet (or computer, mobile device) 11
Other reason(s) 77
Don't know / No response 99
Q11AAOT [1,3]

Please specify the main reason that you do not watch <[Q10 = 1,2,3,4,5]more content[ELSE]content> online? below.

Please specify : 77
Don't know / No response 99
Q11ABOT [1,3]

Please specify the secondary reason that you do not watch <[Q10 = 1,2,3,4,5]more content[ELSE]content> online? below.

Please specify : 77
Don't know / No response 99

PQ11BA

What are the main reasons you do not watch <[Q10 = 6,7,8,9,10]more content[ELSE]content> through traditional television?

If you don't see one or both of your reasons in the list, please use "other" and we'll ask you to specify further
(Please select only 1 per column)

Q11BA

Primary
reason

Pick 1
in this
column

Q11BB [0,1]

Secondary
reason

Pick 1
in this
column
if applicable

Cost - It costs more/too much (cable/satellite/IPTV) 1
Content - You can't get the type of content you want 2
Language - You can't get the content you want in the language you want 3
Timing - You can't get the content when you want it 4
Convenience - You can't get the content where you want it or it's hard to find what you want 5
Flexibility - You can't explore more and discover new content 6
Complexity - You have to find the stations with the content you want 7
Preference - You don't like to use traditional television 8
Access - You don't have a traditional television 10
Annoyance - You don't like all the advertisements 11
Other reason(s) 77
Don't know / No response 99
Q11BAOT [1,3]

Please specify the main reason that you do not watch <[Q10 = 6,7,8,9,10]more content[ELSE]content> through traditional television below.

Please specify : 77
Don't know / No response 99
Q11BBOT [1,3]

Please specify the secondary reason that you do not watch <[Q10 = 6,7,8,9,10]more content[ELSE]content> through traditional television below.

Please specify : 77
Don't know / No response 99
Q12

What is the main reason you do not have Internet at home?

Costs too much 1
Can't get it where I am 2
Service is very poor/slow speed/intermittent service-disruptions 3
Not interested/Don't know how to use it 4
Other, please specify : 77
Don't know / No response 99
Q13

Thinking about the content that you watch and or listen to, how important is programming made in Canada to you personally?

Not at all important 11
2 2
3 3
4 4
Very important 5 5
Don't know / No response 9
D3

Are you ... ?

Male 1
Female 2
Other 3
Prefer not to answer 99
D4

In what year were you born?

Enter Full Year : 77
Prefer not to answer 99
D4B

Hesitant, D4

Would you be willing to indicate the age category in which you belong?

Under 188
18-34 1
35-49 2
49-54 3
55-64 4
65 or older 5
Prefer not to answer 9

POSTCELL

What are the first three digits of your postal code?

Format: A1A
Please specify : 1
Don't know / No response 9

QPROV

Hesitant

In which province or territory do you live?

Alberta 1
British Columbia 2
Manitoba 3
New Brunswick 4
Newfoundland & Labrador 5
Northwest Territories 6
Nova Scotia 7
Nunavut 8
Ontario 9
Prince Edward Island 10
Quebec 11
Saskatchewan 12
Yukon 13
Prefer not to answer 99

QPOSTCELL2

You've indicated a rural postal code. Since these cover large areas, please provide the last 3 digits of your postal code.

Postal Code: (Format: A0A 1A1)
1
No response 99

D6

Which of the following categories best describes your total household income? That is, the total income of all persons in your household, before taxes?

Under $20,000 1
$20,000 to just under $40,000 2
$40,000 to just under $60,000 3
$60,000 to just under $80,000 4
$80,000 to just under $100,000 5
$100,000 to just under $120,000 6
$120,000 to just under $150,000 7
$150,000 and above 8
Prefer not to answer 9

D7A [1,3]

What is the language do you speak most often at home?

English 1
French 2
Other 77
Prefer not to answer 99

D7 [1,3]

What language do you generally prefer to use when watching television or listening to the radio?

English 1
French 2
Other 77
Prefer not to answer 99

D1

How many people live in your household?

Enter number : 77
Prefer not to answer 99

D1B

2 or more, D1

Are any of these household members under the age of 18?

Yes 1
No 2
Prefer not to answer 99

D1C [1,4]

Children, D1B

In which of the following age categories do they fall?

(Select as many as apply)

Under 5 1
5 to 11 2
12-17 3
Prefer not to answer 99

D5

What is the highest level of formal education that you have completed?

Grade 8 or less 1
Some high school 2
High School diploma or equivalent 3
Registered Apprenticeship or other trades certificate or diploma 4
College, CEGEP or other non-university certificate or diploma 5
University certificate or diploma below bachelor's level 6
Bachelor's degree 7
Post graduate degree above bachelor's level 8
Prefer not to answer 9

IMINOR [1,3]

Do you consider yourself to belong to any of the following groups?

Ethnic group/visible minority 1
Indigenous Peoples 2
Persons with a disability 3
None of these groups 8
Don't know/No response 9

THNK

Thank you for completing the survey.

THNK2

Screened out

Thank you for your cooperation! Based on the information you have provided, unfortunately you are not eligible to complete the remainder of this survey.

APPENDIX B: Focus Group Recruitment Screener

INTRO

Hello, my name is ... and I work for Ekos Research Associates.

We are conducting a number of discussions on behalf of the Canadian Radio-Television and Telecommunications Commission (CRTC) about how Canadians listen to and watch news, sports, shows, music and other content, and why they make the choices they do to listen to and watch content through traditional media or online. There is a discussion in English scheduled in your community at <TIME> on <DATE> at <LOCATION>. The discussion will last an hour and 30 minutes and we are providing $85 to anyone taking the time to participate.

Participation in this research is entirely voluntary and will not affect any services that you may receive from the Government of Canada, and you may choose to withdraw at any time after agreeing to participate. The information is being collected under the authority of the Privacy Act and other applicable privacy laws. May we have your permission to ask you some further questions to see if you fit in our study? (If "no", thank and terminate)

If asked: The CRTC is an independent agency of the Government of Canada responsible for regulating Canada's communication system.

If hesitant: Taking part in this study provides an opportunity to tell the CRTC about the role that telecommunications services play in your life and about how that service quality impacts your life

Yes 1
No (THANK AND TERMINATE) 2

CITIZ

Are you a Canadian citizen?

Yes 1
No (THANK AND TERMINATE) 2

QCOMMUN

Have you lived in your community for at least three months?

Yes 1
No (THANK AND TERMINATE) 2

PQIND

Do you, or does any member of your immediate family or household, work in or work for ... ?

Interviewer note: If yes to any, thank and terminate

QINDA

Government of Canada

Yes 1
No 2

QINDC

A marketing research firm / marketing research department

Yes 1
No 2

QINDF

The media (e.g. magazine, newspaper, radio, TV, film or video)

Yes 1
No 2

QGENDR

Record gender of respondent (DO NOT ASK)

Male 1
Female 2

QAGEX

May I have your year of birth, please?

RECORD YEAR : 77
REFUSED 99

QAGEY

Which of the following age groups do you fall into?

Under 18 years 1
18 – 25 years 2
26 – 34 years 3
35 – 44 years 4
45 – 54 years 5
55 – 64 years 6
65+ years 7
REFUSED (THANK AND TERMINATE) 9

QEDUC

What is the highest level of formal education that you have completed to date?

Grade 8 or less 1
Some high school 2
High school diploma or equivalent 3
Registered Apprenticeship or other trades certificate or diploma 4
College, CEGEP or other non-university certificate or diploma 5
University certificate or diploma below bachelors level 6
Bachelor's degree 7
Post graduate degree above bachelor's level 8
Don't know / No answer 99

QINCOME

Which of the following categories best describes your total household income? That is, the total income of all persons in your household, before taxes?

Under $20,000 1
$20,000 to just under $40,000 2
$40,000 to just under $60,000 3
$60,000 to just under $80,000 4
$80,000 to just under $100,000 5
$100,000 to just under $120,000 6
$120,000 to just under $150,000 7
$150,000 and above 8
Don't know / No answer 99

Q1

Do you have Internet access at home?

Yes 1
No 2
Don't know / No response 9

Q1BB

Some people do not have Internet service at home for different reasons. Can you tell me what your own reason is for not having Internet at home?

Internet Service-Related 94
Cost (of Internet service or equipment) 2
I can't get it here 4
The quality is too poor to be of use to me 3
95
Personal/Household-Related 96
No need / no interest / not useful / not enough time 6
Lack of skills or training / Internet or computer too difficult to use 7
Confidentiality, security or privacy concerns 8
Disability-related barriers 9
97
Other – Specify 77
Don't know / No response 99

Q4FG

Have you ever participated in either a marketing research interview or discussion group for research purposes?

Yes 1
No 2

Q5FG

Yes, Q4

When was the last time you participated in such a discussion?

Within the past 6 months (THANK AND TERMINATE) 1
Within the past two years 2
More than two years ago 3

Q6FG

What was the topic of discussion?

INTERVIEWER NOTE: If topic related to providing feedback on government communications and / or topics related to broadcasting services - THANK AND TERMINATE

Feedback on government communications and / or topics related to telecommunications services THANK AND TERMINATE 1
Other (please specify): 77

Q7FG

How many marketing research focus groups or in-depth interviews have you participated in within the past 5 years?

Less than 51
5 or more (THANK AND TERMINATE) 2

Q10FG

Home Internet data service, Q1

Participants in group discussions are asked to voice their opinions and thoughts, how comfortable are you, in voicing your opinions in front of others, in English? Are you....

Very Comfortable 1
Comfortable 2
Fairly Comfortable 3
Not Very Comfortable 4
Very Uncomfortable 5

Q11FG

As mentioned, the group discussion will last approximately 1 hour and a half and we offer each participant a $85 cash gift as a token of our appreciation. I should also tell you that the groups will be audio and video recorded for research purposes and a member of the research team may be observing the discussion. Everything you say will be kept confidential.

(Check to indicate statement read) 1

Q12FG

The group takes place at <TIME> on <DATE> at <LOCATOIN>. The focus group is an hour and a half in length, but we are asking that all participants arrive 10 minutes prior to the start time of the session. Are you able to be at the facility 10 minutes prior to the session time?

IF RESPONDENT OFFERS ANY REASON SUCH AS SIGHT OR HEARING PROBLEM, A LANGUAGE PROBLEM, A CONCERN WITH NOT BEING ABLE TO COMMUNICATE EFFECTIVELY – THANK AND TERMINATE

Yes 1
No 2

FNAME

We will be giving you a reminder telephone call a day or two prior to your group discussion. May we confirm the spelling of your name?

****Verify spelling of name: ______****

Correct spelling 1
First name, last name 2

GTELE

Is <telephone> the best number at which to reach you?

*INTERVIEWER: Confirm telephone number...if it's wrong/they prefer to be called elsewhere record new number.

Correct telephone number 1
New number 2

GMAIL

If you would like, we will also send you a confirmation email, with the details of the date, time and location of the discussion. Could you please provide us with your email address?

*INTERVIEWER: Confirm email address: <email>).

Email : 1
No email / Refused 2

THNK

In the meantime, if you have any questions or something comes up and you can no longer participate in the discussions, please let us know by calling us toll-free at 1-800-388-2873 or by sending an e-mail to rzito@ekos.com. Thank you for your cooperation and time.

APPENDIX C: Focus Group Discussion Guide

Use of Audio and Visual Programming

Moderator’s Guide

1.Introduction
2. Warm-up – Type of Content Accessed

  1. Let’s start by asking everyone to tell us their name and how long they have lived in <community name>.

  2. Does everyone have access to the Internet at home?

  3. How many have cable TV? Access to streaming subscriptions for music or TV?

3.Audio Content

  1. Thinking about the type of programming content that you listen to, such as local news, national and international news, music, podcasts or audio talk shows, what do you listen to the most often (e.g., every day)?

  2. How do you usually listen to the audio programming you access? Is it usually through traditional radio or is it online radio, through downloaded material, podcasts or live streaming?

    1. If some of each, does it depend on the type of content you are listening to? Which do you listen to online and which through traditional radio?

    2. Where do you listen to this content? Is it different depending on where you are or who you’re with?

    3. Have you been doing anything differently recently (i.e., changed your habits or gone back to a way you used to access audio programming)?

  3. Why do you listen to some/all through traditional radio? (What about radio works for you? Or what about online doesn’t work?)

    1. Are there specific barriers to listening through traditional radio?

  4. Why do you listen to some/all online? What it about online works for you? (Or, what doesn’t work on traditional radio?)

    1. If both, what makes you decide to listen online for some, but not other content?

    2. Are there barriers to listening content online?

    3. What is getting in the way and why?

    4. How do you decide whether or not to pay for/subscribe to a service (e.g., is it particular content, or method of receiving it)?

  5. If these barriers were removed, would you change the way you listen to audio?

    1. What would you do differently and why?

  6. How do you think you will be listening in 2 or 3 years? Do you expect your listening habits will change?

    1. Do you think that this would change anything more broadly (e.g., how informed you are, quality of life).

    2. Would it be an important change?

4. Video Content

  1. So, now let’s turn to programming content that you like to watch, such as local news, national and international news, or talk shows, comedy, drama, music shows, reality TV. What do you watch the most of (i.e., every day viewing)?

    1. Is this the same for the rest of the family? Does everyone have the same or their own viewing favourites?

  2. How do you usually watch the programming you view? Is it usually through traditional television or is it online viewing, through downloaded material, or streaming?

    1. If you do some of each, does it depend on the type of content you are watching?

    2. Where do you watch this content? Do you watch some things differently depending on where you are or who you’re with?

    3. Have you been doing anything differently recently (i.e., changed your habits or gone back to a way you used to access programming you view)?

  3. Do others in the household view programming the way you do?

  4. Why do you watch some/all through traditional TV? (What about TV works? Or, what doesn’t work?)

    1. Are there barriers to watching through traditional TV?

  5. Is this the same for others in the household?

  6. Why do you watch some/all online? (What about online works for you? Or, doesn’t work on traditional TV?)

    1. What makes you decide to watch TV online for some, but not other content?

    2. Are there barriers to viewing online

    3. What is getting in the way and why?

    4. How do you decide whether or not to pay for/subscribe to a service (e.g., is it particular content, or method of receiving it)?

    5. Do others in the family have other views or priorities about what they would subscribe to or pay for?

  7. If these barriers were removed, would you change the way you watch some things?

    1. What would you do differently and why?

  8. How do you think you would be viewing content in 2 or 3 years? Will your viewing habits change?

    1. Do you think that this would change anything more broadly (e.g., how informed you are, quality of life).

    2. Would it be an important change?

5.Role of Government

  1. Do you think that the Government of Canada has a role to play in ensuring that Canadians have good access to audio and video content, through traditional radio and television, or online through downloading, podcasts and live streaming?

    1. Does the Government have a responsibility to help remove some of the barriers to accessing content?

    2. Should there be financial support for certain types of content (e.g., local news, drama, French/English-language content in minority communities, indigenous-language content, content in other languages)?

    3. Do you think that this should extend to Canadians in all communities, even rural and remote communities across the country?

    4. Should that role extend only to making sure that all Canadians can access Canadian content or do you think that it should ensure access to all content?

6.Wrap up

  1. Is there anything that we haven’t talked about that you want to talk about before we go?

THANK YOU