Analysis of CRTC Choicebook: Panel

By almost a two to one ratio, Canadians prefer Phan’s approach (62%) that provides a basic service that is at the lowest price point possible.

• Those that come from households with less than $40,000 in income are more likely to prefer Phan’s approach (69%).
• Young Canadians are the least likely to like Phan’s approach (57%) and middle aged the most likely (67% for 45 to 54 year olds).
• Atlantic Canadians are the most likely to prefer Phan’s approach (71%). British Columbia is the least likely (57%).
• English TV watchers (62%) are equally likely as French TV watchers (62%) to choose Phan.

More than 7 in 10 share the view of Andrew and Mary that the local news is part of their day that they value.

• High income households are less likely than others to value local news (65%).
• The biggest effect is by age (next slide). While 18 to 34 year olds are divided about the value of local news, older Canadians are disproportionately value it.
• The Prairies (82%) and Atlantic Canada (79%) are most likely to agree with Andrew and Mary.

The most preferred option is the pick a pack option (53%). Large, pre-assembled packages (9%) are the least likely to be preferred.

• Pick a pack is somewhat more favoured by lower income Canadians (59% of those earning less than $40,000).
• Women (61%) are much more likely to choose a pick a pack. Men are almost equally likely to like pick and pay (42%) as pick a pack (44%).
• B.C. is the most likely to prefer Pick and Pay (44%) and least to like Pick a Pack (46%).

Canadians are divided on the question of sports programming but lean to Eva’s view that only those that are interested in watching should pay (55%).

Sixty-one per cent of Canadians want more direct access to American channels and almost half (47%) want more international channel access.

• The desire for more access to channels is higher among younger demographics (of those under, 68% want more U.S. and 56% want more International access).
• Income is slightly related to wanting more international channel.
• Men are more likely to want more direct access to U.S. (64%) and international (56%) channels.
• Those born outside of Canada are more likely to want more International channels (68%).
• Quebec residents are the least likely to want more direct access to U.S. channels (47%) but are equally likely to want direct access to international ones.
• Those who watch TV primarily in French are also less likely to want more direct access to U.S. (40%) and International (40%) channels.

Less than half of those who are interested in having more U.S. and/or more International channels are willing to pay more (unspecified amount) or would still want to if this meant Canadian channels/shows would no longer be available.

• Willingness to pay is related to household income with lower income households less likely to be willing to pay.
• Interestingly, interest in more channels is also higher, even if it means fewer Canadian shows/ channels, among higher income households.
• Men are more likely than women to want more direct access under both conditions.

Just over half of Canadians (55%) are interested in having, and paying for, direct access to international channels if they were in a package with certain Canadian channels.

• Younger Canadians (62% of those under 30) are more interested.

The current signal substitution approach is the preferred one (63%) but a significant segment (32%) would like to pay extra for U.S. channels.

• Lower income households are somewhat more likely to prefer the signal substitution approach (65% of those in the under $40,000 category).
• There are significant age-related differences. Those under 35 (59%) and 35 to 44 (53%) are less likely to like signal substitution compared with seniors (72%).

When it comes to online programming, more Canadians choose John’s (61%) position that online services should not have to contribute to Canadian-made programming.

• Age and income are largely unrelated to one’s position on this issue.
• Quebec residents are more likely to take Jenny’s position (48%) with B.C. the next most likely to take this position (43%).

Although Jenny’s position is in the minority (38%) chose it, those who did are willing to back up their position with a financial commitment. Eighty-four per cent are willing to pay an additional $0.50 per month to be able to choose more Canadian-made programming.

Just over half of Canadians (57%) think online services should provide closed-captioning and adhere to standards. Of these, a majority (59%) would pay a few cents a month.

• Canadians in high income households are much less likely (46%) to think online services should have the same requirements.
• Women are more likely to want closed-captioning and standards (62%).
• Quebec (62%), Ontario (60%) and Manitoba/Saskatchewan (62%) provide highest support for standards. Those who watch TV in French (68%) are also somewhat more supportive of standards.

Just over one in three (36%) are willing to pay a $5 a month fee so that streaming content from online services does not count against their Internet data cap.

• High income households are slightly more likely (37% of those with income above $100,000) but even in this group it is a minority position.
• Younger Canadians like this idea more than older ones. Among those under 35 years, 41% would pay $5 fee.
• Albertans (27%) are the least likely to be willing to pay and Ontarians are the most likely (40%).

A total of 1252 people completed the Choicebook. The data were weighted based on Statistics Canada information for age, gender and region to correct for the tendency for some groups to be more likely to complete the process.

The numbers shown here are unweighted. They reflect the actual proportion, before weighting, of the groups in the sample.