comScore: Netflix Top Online Advertiser in Canada22 Mar, 2013 By: Erik Gruenwedel
Netflix is the top online advertiser in Canada, generating nearly 9 billion ad display impressions in 2012 largely through social media sites such as Facebook, according to comScore.
There were 724 billion total online ad display impressions in Canada in 2012, which was up 17% from 2011. The data was disclosed in a March 19 webinar titled "2013 Canada Digital Future in Focus."
Netflix, which launched its first foreign subscription video-on-demand presence in Canada in September 2010, beat out marketers such as Microsoft, Procter & Gamble, GM, American Express, Royal Bank of Canada and Capital One, among others, as it tries to sustain and/or grow a subscriber base of slightly more than 1 million.
Netlfix ended the fourth quarter with more than 33 million subscribers, including more than 6 million internationally.
The media spending is noteworthy considering Canada ranks eighth in global online monthly video consumption with 23.3 million unique monthly visitors, and ranks second in monthly hours viewed per visitor (24.8) and videos viewed (291). By comparison, the United States ranks third in monthly videos watched (288) and fifth in monthly hours of video consumed at 21.8 hours, according to comScore.
In the fourth quarter, there were 5.9 billion videos viewed in Canada, up 11.3% from 5.3 billion videos watched during the same period in 2011.
Indeed, since Netflix’s arrival in Canada, subscriber growth for competing pay-TV and premium channel services has declined 85%, according to data from the Canadian Radio-television and Telecommunications Commission.
“Netflix’s … 1 million subscriber threshold would surpass that of Canadian pay television service Movie Central (962,705 subscribers) and would approach that of The Movie Network pay television service (1,220,869), both of which have been in operation for close to 30 years," Jean Brazeau, SVP of regulatory affairs with CRTC, wrote in a report last year.