Over half of Canadians rank video as their primary choice for content consumption followed by web, print and podcasts, a new study has found..The results were released by Sharethrough, a global omnichannel ad exchange company..According to their polling, nearly 40% of Canadians spend two to three hours daily consuming video content across platforms including TikTok, YouTube, and Netflix. This trend is especially evident among those under 35 (44%), who spend much more time engrossed in video content compared to those older (37%)..Other generational differences came to light. Younger demographics are embracing podcasts, while those aged 35 and above prioritize web content over print, signaling a shift in media consumption patterns..Over 55% of respondents admit to giving videos 30 seconds to capture their interest and convince them to continue watching. Women are 7% more likely than men to abandon videos within this brief timeframe if they fail to keep them engaged. The younger generation is more inclined to adjust video playback speed, with 62% of them doing so from time-to-time..The younger a viewer is, the less length of time they’re willing to watch. The survey found 52% of people under 35 years old favour shorter videos, while those older prefer longer videos (70%). Men lean more toward long-form videos than women..Almost two-thirds (65%) of Canadians of all age groups prefer using mobile devices when watching short-form video content..This statistic jumps to 88% for people aged below 25. While 46% of under-35’s still choose TV for long-form video they are progressively turning to their phone, computer or tablet instead of TV for long-form video too, signifying a shifting trend..The survey also finds nearly seven in ten respondents keep their phones on mute while viewing videos in public..Under 35’s exhibited a 12-15% higher tendency to mute their phones compared to their older counterparts, aligning with their increased preference for watching videos with captions both on phone and TV. .Sharethrough CMO Ben Skinazi found the results noteworthy..“In an age defined by screens, our survey paints a vivid picture of how we consume content and the dynamic shifts taking place. Video has emerged as the reigning champion, capturing the hearts of the majority, but it's not a one-size-fits-all scenario. We see generational nuances, evolving device preferences and even the need for speed,” he said..“This isn't just about what we watch; it's about how, when and why. It's a captivating story of our digital evolution, and businesses that grasp these trends will be better positioned to engage their audiences effectively.".Most respondents (57%) are open or willing to purchase products or services directly from a video. Still, this is tricky for marketers. While people under 35 are more open to making direct video purchases, 70% of them admit they try to skip ads no matter what. .Over 66% of respondents express willingness to engage with interactive video ads, embracing options such as scanning QR codes, participating in short surveys, or answering quizzes and polls. .“This evolving relationship between content and commerce hints at new opportunities on the horizon. It's a journey that promises to redefine the way we interact with brands through video.” adds Skinazi..Sharethrough is one of the top global independent omnichannel ad exchanges, which maximizes user attention and advertiser performance through research-backed ad enhancements for video, CTV (connected TV) display and native ads while curating ad inventory for optimized directness, sustainability and quality..The poll was conducted on more than 1,000 Canadians.
