Rogers Innovation Report tackles Canadian video viewing habits

© 2013 Rogers Communications
ROGERS INNOVATION REPORT:
TV VIEWING HABITS
Quantitative Research Highlights
May 2013

ROGERS INNOVATION REPORT: RESEARCH METHOD
• A national survey of n=1,000 respondents was conducted by Head Research
among adult Canadians, along with an additional n=275 interviews to augment the
sample size of particular regions.
– Respondents were sourced from available non-probability based panels. The
national sample size of N=1,275 provides a statistical margin of error of +/- 2.7%, 19
times out of 20, assuming that panelists do not differ from non-panelists and
respondents do not differ from non-respondents. Analyses of sub-groups are
subject to a larger margin of error due to the smaller size of such groups.
– The national-level data in this report has been weighted to match the national
population profile, therefore reducing the influence of regions with additional
interviews back to their non-augmented proportions.
– Fieldwork was conducted between April 3 and April 8, 2013.
– Numbers shown in the report may not sum to 100% due to rounding to the nearest
whole number, or where multiple responses were allowed. These instances are
noted on relevant charts.

56
69
12
18
22
16
21
31
22
15
67
51
0 20 40 60 80 100
Up to 2 hours 3 to 4 hours 5 hours or more
Think back over the last year and try to recall when you spent the most amount of time watching programs, movies
and events from any source. Please tell us the number of hours you recall spending on each of the items below.
Average
hours
5.6
6.8
2.4
3.1
Q130a/b. Total, excluding Don't knows; bases Q130a n=1022, Q130b n= 1032; effective sample sizes Q130a n=813, Q130b
n=821 (80%) Q130c/d. All On-Demand viewers, excluding Don’t knows; Weight: Population; Q130c base n= 559, Q130d base
n=562; effective sample sizes Q130c n=445, Q130d n=447 (80%)
The greatest number of hours
you have spent watching…
…programs, movies or events in one
day during the week
...programs, movies or events in one
day during the weekend
...On-demand content in one day
during the week
...On-demand content in one day
during the weekend
(%)
TV MARATHONS: TOTAL HOURS VIEWED
THE AVERAGE CANADIAN’S LONGEST VIEWING MARATHON LASTED 5.6 HOURS ON A
WEEK DAY AND ALMOST 7 HOURS DURING THE WEEKEND
• Two-thirds of Canadians (67%) have had a viewing marathon that has lasted 5 hours or more during the weekend and half (51%)
have watched the same amount on a week day.
• Growing in momentum, the average On-Demand viewing marathon is less than half the length of the average viewing marathon from
other sources, with marathon viewing more predominant on weekends than weekdays.
• Households with children have had significantly shorter weekday viewing marathons than households without (4.9 hours on average
vs. 6.0 hours). Males have had significantly longer weekend viewing marathons than females (7.2 hours on average vs. 6.3 hours).

68
84
36
47
25
11
27
30
7
5
37
24
0 20 40 60 80 100
Up to 2 episodes/movies 3 to 4 episodes/movies
5 episodes/movies or more
Some people like to watch several episodes of a program or movies back-to-back, or in a concentrated period of time.
So, still regarding the past year, please now think about the total number of episodes of a program, or total number of
movies you recall watching back-to-back, one after the other, from any source. Please enter the numbers below.
Average #
4.0
4.6
1.7
2.2
…episodes of a program that you've watched back-
to-back, one after the other during the week
... episodes of a program that you've watched
back-to-back, one after the other during the
weekend
...movies that you've watched back-to-back, one
after the other during the week
...movies that you've watched back-to-back, one
after the other during the weekend
TV MARATHONS: TOTAL EPISODES/MOVIES VIEWED BACK-TO-
BACK
THE AVERAGE CANADIAN HAS WATCHED 4 EPISODES OF A PROGRAM BACK-TO-BACK ON A
WEEKDAY
• Viewing sessions during the weekend are longer: an average of 4.6 episodes on the weekend vs. 4.0 episodes on a weekday.
• Over a third of Canadians (37%) have watched 5 or more episodes in a row on the weekend.
• Almost a third (32%) of Canadians have watched 3 or more movies in a row on the weekend (a combination of 25% who have watched
3 to 4 movies and 7% who have watched 5 or more movies).
• Overall, 81% of Canadians have watched 3 or more episodes back-to-back or 2 or more movies back-to-back at some point in the past
year.
Q135a-d. Total, excluding Don't knows, Weight: Population; bases range from 1004 to 1034; effective bases range from 798 to
828 (79%); Numbers may not sum to 100% due to rounding
The greatest number of hours
you have spent watching…
(%)

TV MARATHONS: TOTAL EPISODES/MOVIES VIEWED BACK-TO-
BACK BY AGE
CANADIANS 34 OR UNDER HAVE HAD SIGNIFICANTLY LONGER TV MARATHONS THAN
THOSE OVER 34
• Canadians aged 35 to 54 have significantly longer weekend marathons than those aged 55 or over.
5.4
3.5
3.3
6.6
4.2
3.2
2.1
1.6
1.4
2.6
2.2
1.8
0
1
2
3
4
5
6
7
34 or under 35 to 54 55 or over
Averagenumberofepisodes/moviesviewedback-to-back
Episodes back-to-back during the week Episodes back-to-back during the weekend
Movies back-to-back during the week Movies back-to-back during the weekend
Some people like to watch several episodes of a program or movies back-to-back, or in a concentrated period of time.
So, still regarding the past year, please now think about the total number of episodes of a program, or total number of
movies you recall watching back-to-back, one after the other, from any source. Please enter the numbers below.
All
All
All
All
Significantly higher than named group at 95% confidence
55 or over
55 or over
Q135a-d. Total, excluding Don't knows, Weight: Population; bases range from 290 to 409; effective bases range from 213 to
330 (79%)

• An On-Demand Marathon Viewer has watched one of
the following amounts of On-Demand content on their
television in the past year:
• 3 or more episodes of a program back-to-back
on a weekday
• 3 or more episodes of a program back-to-
back during the weekend
• 3 or more episodes of a program over an entire
weekend
• More than 2 movies back-to-back on a weekday
• More than 2 movies back-to-back during the
weekend
• More than 2 movies over an entire weekend
On-
Demand
Marathon
Viewers
57%
43%
ON-DEMAND MARATHON VIEWERS: DEFINITION
MORE THAN 4 OUT OF 10 ON-DEMAND VIEW CONTENT IN MARATHON SESSIONS
Q137. Now think about the maximum amount of time you have spent watching programs or movies using On-Demand services over the past
year on your television. Please enter the numbers in the boxes below.Constructed variable from Q137a-f. All On-Demand Viewers with a
television, excluding Don't knows answering at least one of Q137a-f. Weight: Population; base n = 567; effective sample sizes = 456 (80%)

1
4
7
22
27
29
32
36
37
43
47
54
Why do you watch many episodes of a program or movies in a short space of time?
Quebecois significantly
less likely to say this:
13% vs. 30% elsewhere
Significant Differences By
Age
34 or
Under
Over 34
57 41
56 36
53 28
(%)
Significantly higher than other group at 95% confidence.
TV MARATHONS: REASONS FOR WATCHING MULTIPLE
EPISODES OR MOVIES
THE REASONS FOR WATCHING MULTIPLE ITEMS GIVE A CLEAR PICTURE OF ENGAGEMENT
AND ENJOYMENT
• The most popular reason why the majority of Canadians who watch multiple episodes or movies one after another is for personal
enjoyment (54%), followed by almost half (47%) who like to ‘watch as much of it as (they) can’.
• Canadians 34 or under are significantly more likely than those over 34 to say they watch multiple episodes or movies because of
wanting to ‘watch as much of it as (they) can,’ being able to ‘really get in to the storyline’ and/or not wanting to ‘wait to find out what
happens next.’
I just really enjoy watching them
When I find a program I like I just want to watch as much of it as I can
I can really get in to the storyline
I don't want to wait to find out what happens next
It means I have less interruption from advertisements
I want to catch up on episodes so I am at the same point as friends/family/colleagues
I don't normally have time to watch much so when I get time I like to make up for it
I prefer to watch something I know I like rather than try and find something new
They start automatically and it's easy to just let them run
It is an excuse to get together with friends/family/colleagues
Something else
None of the above
Q140. All watching in one go more than: two episodes or two movies in one day or four episodes or three movies at the
weekend; Weight: Population; base n = 645; effective sample size = 513 (79%). Multiple responses were allowed.

17
22
23
16
9
6
3
1
2
-
5
10
15
20
25
< 7hrs p.w. <1 hr p.d on average8-14 hrs p.w. >1 <2 hrs p.d on average15-24 hrs p.w. >2 <3 hrs p.d on average25-32 hrs p.w. >3 <4 hrs p.d on average33-40 hrs p.w. >4 <5 hrs p.d on average41-48 hrs p.w.
>5 <6 hrs p.d on average
49-56 hrs p.w.
57-64 hrs p.w.
>64 hrs p.w.
>8 hrs p.d on average
Q110. Total sample, excluding ‘don’t know’; Weight: Population; base n = 1272; effective sample size = 1017 (80%)
In total, approximately how much time do you spend watching programs, movies and
events in an average week, from Monday to Sunday, regardless of device used?
Average hours 22
% > 24 hours 38
% > 32 hours 22
% > 40 hours 12
Numbers may not sum to 100% due to rounding
(%)
TV MARATHONS: TOTAL HOURS VIEWED
THE AVERAGE CANADIAN WATCHES 22 HOURS OF CONTENT IN A NORMAL WEEK - JUST
OVER 3 HOURS A DAY
• Just over 1 out of 10 Canadians (12%) watches more than 40 hours of content in a normal week.
• Canadians 55 years or older watch significantly more hours of content than those under 55 (25.7 hours on average vs. 20.5 hours).
• British Columbians watch significantly more content than other Canadians (25.2 hours on average vs. 21.5 hours).

Q291.All who personally watch a television but have other devices available; Weight: Population; base n = 1110; effective sample
size = 871 (78%). Q293. All using a smartphone, phablet, tablet, laptop or desktop computer while watching television; Weight:
Population; base n = 774; effective sample size = 605 (78%) . Multiple responses were allowed.
Device % used by
you
Laptop computer 41
Smartphone/phablet 33
Desktop computer 22
Tablet 15
ONE OF THE ABOVE FOUR 70
A media player (e.g. iPod touch, Galaxy player etc.) 9
Monitor, not part of a desktop computer 3
Video projector 1
Another device with a screen 2
None of the above 29
64
59
46
45
36
21
18
15
13
13
12
6
5
5
7
General internet browsing
Reading or sending emails
Playing games
Checking social media
Reading or sending text messages.
Working or studying
Writing status…
Instant Messaging (e.g.…
Posting photos to social media
Listening to music/radio
Watching short videos (e.g. YouTube)
Watching another program or movie
Making video calls
Other (specify)
None of the above
Which, if any, of the following things are you personally doing with a
smartphone, tablet or computer while watching programs, movies or
events on another device in the same room?
When you are watching programs, movies or events on
the television, which, if any, of the following devices
are often being used at the same time, in the same
room, by you or by other household members?
(%)
MULTI-SCREEN TASKING: WHEN WATCHING TELEVISION
SEVEN OUT OF 10 CANADIANS WITH THE DEVICES AVAILABLE OFTEN USE A
SMARTPHONE, TABLET OR COMPUTER WHILE WATCHING TELEVISION
• General internet browsing is the most popular
activity on a second screen (64%), followed
by checking emails (59%), playing games (46%)
and checking social media (45%)

36
20
17
15
14
14
3
46
Q294. Total sample; Weight: Population; base n = 1282; effective sample size = 1015 (79%). Multiple responses were allowed.
In the past three months which, if any, of the following have you personally done while watching
programs, movies or events on any device?
Looked up information online about the program, movie or event you were watching or the actors in it
Read comments/updates/tweets on social media about the program, movie or event you were watching
Sent a text message to someone about the program, movie or event you were watching
Checked the program, movie or event site or social media page/feed
Made a status update/comment/tweet on social media about the program, movie or event you were watching
Received a text message from someone about the program, movie or event you were watching
Tweeted the actors/presenters of the program, movie or event you were watching
None of the above
(%)
MULTI-SCREEN TASKING: RELATED TO CONTENT
BEING VIEWED
OVER A THIRD (36%) OF CANADIANS HAVE LOOKED UP INFORMATION ONLINE ABOUT THE
SHOW THEY WERE WATCHING AT THE TIME
• One out of 5 (20%) have monitored social media activity about the content that they were watching, and 1 in 7 (14%) have updated
social media or have made a comment about the content they were watching.

10
5
14
31
38
58
71
75
27
90
96
8
4
10
23
27
42
57
60
23
84
90
Another device with a screen
Video projector
Monitor, not part of desktop computer
Tablet
Media player
Smartphone/Phablet
Desktop computer
Laptop computer
Internet-enabled television
Television, not internet-enabled
Television, Any (NET)
% Using device personally % With device available in household
Q100. Total sample; Weight: Population; base n = 1282; effective sample size = 1029 (80%) . Multiple responses were allowed.
Average # used personally Average # in household
1.6 2.2
1.3 1.8
0.3 0.4
0.7 1.1
0.6 0.9
0.5 1.1
0.3 0.6
0.2 0.4
0.1 0.2
0 0.1
0.1 0.1
How many of the following devices, if any, do you, personally, use to view programs, movies and events, and how many, if any, are available in your
household?
(%)
TV MARATHONS: DEVICES USED TO VIEW CONTENT
NINE OUT OF 10 (90%) CANADIANS WATCH CONTENT ON A TELEVISION
• Computers are the second most popular devices to watch content on, with 60% of Canadians viewing content on a laptop, and 57%
on a desktop. Smartphones and tablets are also popular, at 42% and 23% each, respectively.
• Almost 9 out of 10 (86%) Canadians watch content on a device other than a television, rising to 92% for those under 34.
• Seven out of 10 (71%) Canadians watch content on a laptop, smartphone/phablet or tablet, rising to 86% for those under 34.

76
56
49
47
39
33
19
12
10
9
9
7
5
3
2
1
1
0
7
When eating on your own
In bed
When eating with others
When cooking
When doing household chores
When exercising
When on a phone call
When at work
When sitting on the toilet
In a car/van/truck/motorcycle
When on public transport/commuting
When in the bath
When waiting in line
When at school, but not attending a class
When attending a class at school
During a meeting
When attending a public performance
When attending a religious ceremony
None of the above
Q320. All viewing content on smartphone , phablet or tablet; Weight: Weight; base n = 608; effective sample size = 486 (80%) .
Multiple responses were allowed.
Have you ever watched programs, movies and events in any of the following situations?
VIEWING HABITS: SITUATIONS WHERE CONTENT IS WATCHED
OVER HALF (54%) OF CANADIANS WHO VIEW CONTENT ON A SMARTPHONE, PHABLET OR
TABLET HAVE VIEWED CONTENT IN BED
• More than 1 out of 10 (12%) Canadians who view content on a smartphone, phablet or tablet have viewed content at work.
(%)

80
44
36
33
26
11
8
6
3
3
2
2
2
13
Went to bed late
Neglected household chores
Been tired at work because you stayed up
Grabbed something quick to eat instead of making a proper meal
Got out of bed early
Been too tired to take as much care in your appearance as normal…
Rescheduled plans to meet friends or family
Arrived at work late because you stayed up
Not gone to planned meetings with friends or family
Arrived at school late because you stayed up
Called in to work "sick"
Stayed away from school "sick"
Skipped/stood up a date
None of the above
Q350. Total sample; Weight: Population; base n = 1282; effective sample size = 994 (78%).
TV MARATHONS: EFFECTS ON DAILY LIFE
EIGHT OUT OF 10 CANADIANS HAVE GONE TO BED LATE IN ORDER TO WATCH A PROGRAM,
EVENT OR MOVIE
• Many have neglected household chores (44%), been tired the next day because they stayed up late (36%), and/or grabbed
something quick to eat instead of making a proper meal (33%) as a result of watching a program, movie or event. One in 10 (11%)
have allowed their viewing habits to affect their appearance the next day from being too tired.
• Significantly more women (51%) than men (38%) say they have neglected household chores in order to watch a program, event or
movie.
Which, if any, of the following have ever happened to you because you wanted to watch a program, movie or
event?
Significant
differences by
Gender
Male Female
Neglected household
chores
38 51
Got out of bed early 30 21
Arrived at work late 8 4
(%)
Significantly higher than other group at 95% confidence. Multiple responses were allowed.

4
3
10
12
16
17
19
20
33
34
34
37
40
52
53
62
None of the above
Something else
Musicals
Westerns
War
Animation
Horror
Epic/historical
Crime/Gangster
Documentaries
Sci-fi/fantasy
Thrillers
Adventure
Drama
Action
Comedy
Q201. Total sample; Weight: Population; base n = 1282; effective sample size = 1029 (80%)
And which genres or styles of programs or movies are you most likely to spend large single amounts of time
watching? By single amounts of time we mean watching several programs or movies back-to-back, one after the
other, or in a prolonged, concentrated period of time
% Significant differences by age
Genre
34 or
under
35-54 55 or over
Comedy 71 62 52
Horror 28 17 10
Animation 25 17 9
Westerns 6 12 18
(%)
Significantly higher/lower than other group at 95% confidence. Multiple responses were allowed.
TV MARATHONS: PROGRAM OR MOVIE GENRES
CANADIANS’ FAVOURITE GENRES FOR MARATHONS ARE COMEDY, ACTION AND DRAMA
• Six out of 10 (62%) Canadians say they are most likely to spend large single amounts of time watching comedy, and over half (53%)
watching action and/or drama (52%).
• There are significant differences by age: those under 34 are more likely to say they’ll watch comedy, horror and animation, and less
likely to watch Westerns.

30
22
33 30
17 15
49
0
20
25
32 33
19 16
52
2
25 23
32 31
18 15
51
1
I let my spouse/partner
choose whatever he/she
wants to watch
My spouse/partner lets
me choose whatever I
want to watch
My spouse/partner
chooses something
he/she thinks we'll both
like
I choose something I
think we'll both like
My spouse/partner will
give me a few options to
choose between
I will give my
spouse/partner a few
options to choose
between
We'll decide together Other
Male Female Overall
Q246. All with a spouse/partner but no children who watch content at least rarely with the spouse/partner;
Weight: Population; base n = 514; effective sample size = 399 (78%) . Multiple responses were allowed.
1
1
11
39
49
Never
I prefer not to say
Rarely
Somewhat…
Very frequently
When you watch programs, movies or events with your spouse/partner which, if any, of
the following are ways you decide what to watch?
• The majority (88%) of people who live with a spouse or partner but have no
children in their household watch content together.
• Deciding what to watch is largely a matter of compromise: half (51%) of those
watching content together decide together and almost a further third (31%)
choose something they think their partner will like.
• A quarter (25%) are likely to let their partner choose what to watch, and men are
significantly more likely to claim they let their partner choose what to watch (30%
men vs. 20% women).
How often do you watch
programs, movies or events together
with your spouse/partner?
Q245. All with a spouse/partner but no children; Weight: Population; base n = 520; effective sample size = 404 (78%)
(%)
Significantly higher than named group at 95% confidence
Female
(%)
WATCHING WITH OTHERS: WITH SPOUSE/PARTNER
MEN ARE MORE LIKELY TO CLAIM THAT THEY LET THEIR PARTNER CHOOSE WHAT TO
WATCH

4
6
3
6
10
13
15
15
30
32
35
36
37
42
53
I am unlikely to spend long, single amounts of time…
Something else
Religious programs
Children's educational content
Children's entertainment, including non-educational…
Music
Travel
Game shows
Interests/hobbies
Reality TV
News, reporting and analysis
Sports
Documentaries
Sitcoms
Drama
Which type or types of programs or events are you most likely to spend large single amounts of time watching? By single amounts
of time we mean watching several programs or events back-to-back, one after the other or prolonged coverage of one event (e.g.
news coverage of a catastrophe, golf tournaments)
Significant
differences by gender
Male Female
Sports 52 20
Documentaries 42 32
Drama 43 63
Significantly higher than other group at 95% confidence. Multiple responses were allowed.
(%)
TV MARATHONS: PROGRAM OR EVENT TYPES
CANADIANS ARE MOST LIKELY TO SPEND LARGE AMOUNTS OF TIME WATCHING DRAMA
(53%) AND SITCOMS (42%)
• Documentaries, sports and news/analysis are all also popular at 37%, 36% and 35% respectively.
• Sport is significantly more popular among males than females (52% vs. 20%), and drama significantly less popular among males
than females (43% vs. 63%).

48
13161620222434
52
87848480787666
ANY TV PARTYSomething elseReality TVAn awards
ceremony (e.g.
Oscars, Golden
Globes)
A season
premiere/finale
Some or all of a
season of a program
Several movies
back-to-back
A sporting event on
any device
Not hosted or attended Hosted or attended
Over the past year, have you hosted or attended any parties/get-togethers arranged
for watching any of the following types of programs, movies or events?
Did both men and women attend the most recent
program/movie party/get-together, or was it just for one
gender? 76 13 8 3
How many people in total attended the most recent
program/movie party/get-together?
37 42
16
5
Under 5 5 to 9 10 to 19 20 or more
Average
attendance
7.3
Q301/Q30. All hosting or attending a viewing party; Weight: Population; base n = 609; effective sample size = 491 (81%)
(%)
WATCHING WITH OTHERS: VIEWING PARTIES
ALMOST HALF OF CANADIANS (48%) HAVE ATTENDED A VIEWING PARTY IN THE LAST YEAR
• Sport is the most popular category of viewing party, with 34% having attended and/or hosted a sports-based viewing party.
• The majority of viewing parties (76%) are open to men and women, and the average number of attendees is just over seven (7.3).

Appendix

30
19
11 9
12 12
9
38
24
13 11
2 2
11
0
10
20
30
40
50
Ontario Quebec British
Columbia
Alberta New Brunswick Newfoundland
and Labrador
Other
Region Unweigted
Weighted
15
18
24
16 16
11
15
18
24
16 17
10
0
10
20
30
40
Less than $30,000 $30,000 to
$49,999
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 or more Don't know/Prefer
not to answer
Household Income
4
30
34
22
4 64
30
34
22
4 6
0
10
20
30
40
50
Less than high
school
Completed high
school
Partial/complete
technical, college or
CEGEP
Partial/complete
undergraduate
Partial/complete
professional
Partial/complete
master's or higher
Educational attainment
46
5450 50
0
20
40
60
80
Male Female
Gender
28
40
3231
40
29
0
10
20
30
40
50
60
34 or under 35-54 55 or over
Age
18
30
41
11
19
30
38
13
0
10
20
30
40
50
60
Single person With children Spouse/partner, no
children
Other
Household Status
Total sample. Weighted. base n = 1282; effective sample size = 1029 (80%)
APPENDIX: DEMOGRAPHICS
DATA WERE WEIGHTED TO THE NATIONAL POPULATION PROFILE

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