For decades people would come home after a long day of work, flip on their television, and scroll the television guides from the night’s programs. In recent years, fewer and fewer residents are calling for a cable or satellite package. Instead, they are settling for streaming services for their favourite shows and movies. “We got two kids, so Netflix and Disney Plus is a big one, [as well as] Amazon Prime,” says Saint John resident, Matt Romaniuk. “Cable’s kind of gone by the wayside for us.” “It’s just so much cheaper to buy a smart TV and go through the internet,” says Serna Cunningham when asked why she streams as opposed to subscribe to cable. “You’ve got a lot more to choose from.” Even for people like Don Noble who has cable, it doesn’t mean it’s used. “We do have cable just sort of I guess out of habit,” Noble says, adding he doesn’t subscribe to any streaming services. “But mostly we find we’re on YouTube.” A recent report from the Angus Reid Institute found just 50 per cent of Canadians still subscribe to cable or satellite television. That number is down from 71 per cent in 2018, and 88 per cent in 2012. “I think what’s interesting is that for those younger Canadians, 18 to 34-year-olds, half of them say they’ve never had a cable subscription,” says Jon Roe, a senior researcher with the Angus Reid Institute. “So not only are people previously had cable canceling it, but there are also young kids who aren’t exploring it.” As for who is still subscribing for a cable package, 77 per cent of Canadians aged 65 and older are still electing for the traditional style of watching TV. That number drops to 58 per cent for those aged 55 to 64 and drops again to 42 per cent for Canadians between the ages of 35 and 54. Just 29 per cent of people between 18 and 34-years-old currently have a satellite subscription. As for the reason behind the cable cut, 67 per cent of survey respondents found the current prices for packages are too high. As streaming services continue to rise in price, 40 per cent say cable is better value than multiple streaming sites. With many streaming services now running commercials, Roe says the difference between cable and streaming are shrinking. “As streaming has become more expensive, it basically becomes like cable in a lot of ways where in order to get a variety of shows, you need to have a variety of streaming services, and all of a sudden you’re looking at a bundle of packages that are basically on par with the cost for cable,” Roe details. “If we keep going in this direction where streaming becomes more expensive, you’re paying more per month, you’re getting commercials on a lot of these streaming services now with the cheapest package, perhaps then cable maybe enters a bit into the picture a bit more.” While cable continues being cut, Canadians are still using streaming services when it comes to watching their favourite programs. More than four-in-five Canadians (84 per cent) are subscribed to at least one streaming service, with Netflix and Amazon Prime Video being the most popular streaming services. According to the report, subscription satisfaction is fading. Thirty-seven per cent of Canadians say they have canceled at least one streaming service in the last six months, an increase of 32 per cent compared to 2022. 17 per cent say they have cancelled more than one, more than double the numbers from four years ago. For more two thirds of Canadians, the reason comes down to the rising cost of living and having to cut services to save money. “What started out as a $10 a month subscription to Netflix is now $15 a month and you’ve got maybe two or three other streaming services on top of that,” says Retail Analyst Bruce Winder. “I think Canadians, like everything else in their life, are looking at ways to save money and they’re re-examining the role of cable. Cable might not be as bad as they thought in terms of the entertainment value for what you pay a month.” Winder is hopeful to see cable make a comeback, but also says it wouldn’t be surprising if in 20 years both streaming services and cable have been replaced by something else entirely. For more New Brunswick news, visit our dedicated provincial page.
