The 2024 research is based on 1,400 interviews across the U.S. with consumers aged 12 and older and conducted in May 2024.

ABC, Prime Video, CBS and FOX follow Netflix as the top 5 leading brands – ABC is remarkably hanging on to its #2 position since 2020, just behind Netflix.  Hulu, NBC, Disney+, ESPN and, Peacock round out this year’s top 10 list. ESPN is in the #9 position overall and the only cable channel in the Top 10; Peacock is a new entrant in this year’s Top 10, elbowing out Max which dropped to the #12 spot this year.

FREE STREAMING SURGING: TUBI AND PLUTO ARE BOTH NOW IN THE TOP 20

Last year, the leading ‘FAST’ streaming brands Tubi and Pluto entered the rankings at #28 and #35; this year Tubi is ranked #14 (up 14 spots) and Pluto is ranked #20 (up 15 spots) – a level of increase in popularity we have not seen for any brand in some years.

This said, there are some other brands showing positive momentum in 2024 as well and these include Nickelodeon (back in the top 20), Comedy Central (#21, up three spots from 2022), National Geographic (#25 up from #31), Apple TV+ (#26, its highest position in four years), MTV and ION.

Brands losing steam this year include Max (dropped out of Top 10 to #12 position), History (out of the top 20 for the first time in the last ten years), CW (#23, lowest rank in ten years), Discovery (#24, lowest rank in ten years), HGTV (out of the top 20) and TLC (lowest rank since 2018).

AMONG 18-34s, THERE ARE 4 STREAMERS IN THE TOP 5: NETFLIX, HULU, PRIME VIDEO AND DISNEY PLUS

Netflix maintains the #1 spot for the eighth year in a row in this young adult demo. Netflix is followed by Hulu, Amazon Prime Video, Disney Plus And ABC, the sole network in the top 5. Rounding out the top 10 are Max, FOX, ESPN, CBS and Peacock.

AMONG MEN 18-49, TOP 5 CONSISTS OF NETFLIX, ABC, ESPN, FOX and HULU

Top 10 brands among Men 18-49 in 2024 were stable vs. 2023 except for minor rank changes. Rounding the top 10 were Prime Video, CBS, Disney Plus, NBC and Max.  Peacock and Paramount+ were just outside the Top 10, coming in at #11 and #12 respectively as they did in 2023. Tubi skyrocketed in rankings from #40 to #13 coming in just after Paramount+ and Pluto also jumped, from #48 to #25.

AMONG WOMEN 25-54, A RECORD 7 OF THE TOP 10 ‘MUST KEEP’  BRANDS IN 2024 ARE STREAMERS; ABC, FOX, AND CBS STILL IN THE MIX

Netflix, Prime Video, Hulu, Disney Plus and ABC are the top brands for women 25-54. Paramount+ entered the Top 10 for this demo in the #6 position, up from #11 last year. Rounding the top 10 are FOX, Peacock, Max and CBS.

TUBI JOINS LEADING STREAMERS AND NETWORKS IN THE TOP 10 AMONG AFRICAN-AMERICAN AUDIENCES

Netflix topped the charts for African-American audiences in 2024 followed by ABC, Prime Video, Hulu and Tubi, entering in #5, up 12 spots from last year’s #17 rank.  BET regained its Top 10 ranking this year coming in at #7. ESPN re-entered the Top 10 this year and Paramount+ is in the Top 10 for the first time.

Within the Latinx audience, Netflix was the top streamer and ABC was the top network as #2 Must Keep brand, followed by Hulu, Prime Video and Disney Plus. Rounding out the Top 10 was FOX, CBS, ESPN, Univision and Peacock. Peacock entered into the Top 10 for the first time in this segment, up from #14 last year. Univision came in at #9 for the Latinx audience, Telemundo was ranked #13 this year.

Technical: ‘Must Keep TV’ is an independent syndicated brand tracking survey conducted by Solutions Research Group (SRG) among a representative sample of American consumers. This is the 17th edition of the survey since 2007. The questions have been fielded and presented in a consistent manner each year. The 2024 research is based on online interviews with 1,400 American consumers aged 12 and older and conducted in May 2024 – the sample captures and represents all major population segments. Respondents are shown a list of 83 broadcast, cable and high-penetration streaming brands and are asked to identify which ones would be on their ‘must keep TV’ list if they had to choose a limited number. Sample design is inclusive and is balanced by geography, gender and ethnicity, according to known universe parameters for the U.S. population. For more, contact robin@srgnet.com

Understanding newcomers and how to reach them effectively is becoming a more important priority for most organizations. SRG is now tracking this fast-growing population and their banking habits and priorities annually via its Newcomers to Canada syndicated study. We identified five key insights for those looking to reach this population segment more effectively in 2024 based on our most recent study.

1. Newcomers are young, educated, and family-oriented – tailored financial services are essential. The demographic profile of newcomers is predominantly young and educated, many with university degrees and an average age of 36 years, painting the picture of a population in the prime of their work and family life. SRG’s study finds that newcomers are 65% more likely to be living in family households with children under 18, compared to the broader Canadian population.
2. One of their key concerns is navigating a new and unfamiliar financial landscape – guidance and accessibility are valued. Upon arrival, newcomers focus on establishing fundamental aspects of their new life, with priorities like opening a Canadian bank account, securing housing, and obtaining wireless connectivity. Their major top-of-mind concerns include the high cost of living, affordable housing challenges, and finding stable employment, reflecting the practical aspects of starting a new life in Canada. The implication is a significant opportunity for financial institutions to provide the necessary guidance and accessible services (including explanation of their products and services in plain language) to support newcomers in these initial, crucial steps.
3. They establish bank accounts swiftly and remain loyal – getting to them early makes a difference. An impressive 81% of newcomers establish a bank account within their first month in Canada, illustrating the essential role of banking services in their settlement. Major banks, especially the ‘Big Five,’ hold 85% of primary financial relationships, with CIBC leading, followed by TD and RBC. 85% of newcomers continue to use their first Canadian bank as their primary financial institution five years after arriving in Canada, emphasizing the significance of initial banking experiences.
4. But, they are open to pitches from other banks. Despite strong initial loyalty, newcomers show openness to new banking relationships, with 84% expressing willingness to consider additional banking options with the right offer and product. This reflects a vibrant and competitive market for financial services within this demographic.
5. Newcomers to Canada use a limited set of financial products in the early days. Credit cards and savings or chequing accounts are the most common. Seven-in-ten (71%) newcomers have a credit card, and 68% have a savings or chequing account, with the majority of these products held at their primary financial institution. Other notable financial products include TFSAs (22%), car loans (17%), RRSPs (16%), personal lines of credit (16%), and mortgages (16%). Loyalty programs such as PC Optimum, Costco Rewards, and Scene+ are also popular among newcomers but with lower-than-average penetration in the early days, despite newcomers’ value-seeking behaviour in shopping and banking.

Technical: Newcomers to Canada is an independent syndicated research study exploring consumer behaviours, social attitudes of recent newcomers to Canada. It is conducted and published by Solutions Research Group Consultants Inc. (SRG). This is the fifth edition of the study since 2017; The 2023 research was conducted in July 2023 and is based on a sample of 828 newcomers from parts of the world representing the vast majority of all newcomers to Canada. Those interviewed included newcomers in the past five years from China, South Asia, The Philippines, North Africa, West Asia and the Middle East, as well as Latin and Central America. Detailed interviews were conducted in Vancouver, Edmonton, Calgary, Toronto, and Montreal in multiple languages. For more information, contact robin@srgnet.com

The 2023 research is based on 1,400 interviews across the U.S. with consumers aged 12 and older and conducted in May 2023.

According to the research, ABC, CBS, Prime Video and Hulu follow Netflix as the top 5 leading brands and NBC, FOX, Disney+, ESPN and HBO Max round out this year’s top 10 list. ESPN is in the #9 position overall and the only cable channel in the Top 10.

Paramount+ and Peacock maintained their upward climb in 2023 – Paramount+ is now ranked #11 on the ‘Must Keep’ TV list (up one spot from #12), followed by Peacock in the #12 position, up from #16 last year. Other brands showing positive momentum in 2023 include CNN, Fox News, USA, Nickelodeon, FX, MTV and Telemundo. Food Network is back to its more typical rank in the Top 15, up from #20 last year.

Leading ‘FAST’ streaming brands Tubi and Pluto entered the rankings at #28 and #35, respectively. Tubi is now ahead of Apple TV+ which is ranked #30.

AMONG 18-34s, THERE ARE NOW SIX STREAMING SERVICES IN THE TOP 10: NETFLIX, HULU, PRIME VIDEO, DISNEY+, HBO MAX AND PEACOCK

Netflix maintains the #1 spot for the seventh year in a row in this young adult demo; Netflix is followed by Hulu, Amazon Prime Video, ABC And FOX. Rounding out the top 10 are Disney+, HBO Max, ESPN, CBS and Peacock in this demographic; ESPN re-entered the Top 10 among young adults after two years and Peacock climbed up seven spots from #17 last year to #10 this year.

AMONG WOMEN 25-54, NETFLIX IS #1 FOR THE FIFTH YEAR IN A ROW, FOLLOWED BY HULU, PRIME VIDEO AND ABC; IN 2023, THE TOP 10 HAS SIX STREAMERS IN THIS DEMO

Netflix, Hulu and Amazon Prime Video are the top three brands among Women 25-54, followed by ABC and CBS. Peacock bumped Paramount+ from the 10th spot to enter the rankings at #10 this year, just next to NBC in the #9 spot. Food and HGTV regained some momentum, coming in at #13 and #14, respectively. ‘FAST’ streamers were popular in this demographic, with Pluto landing in the #20 position and Tubi coming in at #26.

STREAMERS AND NETWORKS DOMINATE THE TOP 10 AMONG DIVERSE AUDIENCES

Netflix topped the charts for African-American audiences followed by Prime Video, ABC, CBS and Hulu. ‘FAST’ streamers Tubi and Pluto were significantly more popular among African-American audiences compared to the average, coming in at #17 and #18 respectively.

Within the Latinx audience, Netflix was the top streamer and ABC was the top network, just following Netflix. Telemundo and Univision came in at #8 and #13 respectively.

Netflix, ABC and CBS lead among Asian-Americans. CNN enjoys a very strong position in this group, consistently ranked in the Top 10 (#10 2021-23).

The top 5 ‘Must Keep’ brands among the LGBTQ2+ audience are all streamers: Netflix, Hulu, Disney+, Prime Video and HBO Max. ABC is the top network coming in at #6 overall, followed by CBS, Paramount+, FOX and Disney. Peacock and NBC follow in the #11 and #12 spots. Apple TV+ is also popular, landing in the #17 spot.

Technical: ‘Must Keep TV’ is an independent syndicated brand tracking survey conducted by Solutions Research Group (SRG) among a representative sample of American consumers. This is the 16th edition of the survey since 2007. The questions have been fielded and presented in a consistent manner each year. The 2023 research is based on online interviews with 1,400 American consumers aged 12 and older and conducted in May 2023 – the sample captures and represents all major population segments. Respondents are shown a list of 83 broadcast, cable and high-penetration streaming brands and are asked to identify which ones would be on their ‘must keep TV’ list if they had to choose a limited number. Sample design is inclusive and is balanced by geography, gender and ethnicity, according to known universe parameters for the U.S. population. For more, contact robin@srgnet.com

SRG is estimating that over 4 million Canadian youth participate in one or more organized sports and activities, representing a participation rate of 67% among the total population of 6.1 million youth in the 3-17 age group.

Soccer takes the lead as the top sport for organized participation

Among the multitude of organized sports and activities available to Canadian youth, soccer has emerged as the most popular choice: sixteen percent (16%) of all youth between the ages of 3 and 17 participate in organized soccer in Canada, making it a passion for an estimated 1 million Canadian youth. SRG’s 2023 data suggest an increase over time in organized participation in three major team sports in particular: soccer, basketball and volleyball.

Movement disciplines are very popular among girls

Movement disciplines such as dance, ballet and gymnastics are extremely popular among girls. One-in-four girls (25%) in the broad 3-17 age group participate in these three disciplines, ahead of water sports (17%) or winter sports (16%).

New Canadian youth also exhibit distinct preferences. Hockey, which ranks third among all Canadian youth, drops to ninth place among this group. New Canadian youth show a preference for soccer, swimming, and basketball as their top three sports of choice. Canadian Youth Sports Report 2023 sample is inclusive and large enough in size to allow for an examination of preferences among youth from diverse backgrounds and communities, including those with Indigenous backgrounds. The findings reveal that hockey is the top organized sport among youth with Indigenous backgrounds, followed by swimming, soccer, and basketball. Among Black Canadian youth, the top sports are soccer and basketball. Among non-binary youth, the top two sports were swimming and soccer.

School is key entry point for sports among new Canadian youth

Of the youth engaged in organized activities and sports, 63% participate in their chosen sport two or more times per week.

There are various influences for youth sport participation, with over half indicating a desire to “try the sport.” Parents served as an influence for 34%, while school played a role for 17% of participants. School is significantly more influential for starting organized sports among New Canadian youth, with 37% in this group citing school as a point of entry to their sport and an influence.

Family expenditures on youth sports varies widely by age and sport

Under half annual spending on youth sports (44%) goes to lesson fees or team dues, followed by travel/transportation (30%), and equipment, clothing and shoes account for the balance of spending. There is a wide range of sports-related expenditure based on children’s ages and sports: families with teens 13-17 report total spending on organized and casual sports and activities to be over $2,500 per year per child, about twice the amount spent on average for children in the 3-7 age bracket ($1,227). Average spending on youth sports is about twice the average for families with children in equestrian, hockey or skiing (ranging from $3,600 to $4,350) while martial arts and soccer are among the most affordable annually (just over $1,400 per child per year). When it comes to equipment, clothing and shoes, Sport Chek is the number one brand in Canada, followed by Sports Experts, Canadian Tire, Walmart and Play it Again Sports.

Finances, youth mental health, and education are top parental concerns

We explored parents’ main concerns to frame our research findings. The top themes that emerged were financial challenges, the pandemic’s impact on youth mental health, and concerns about education. Financial worries were mentioned by 58% of parents. They cited the high cost of living, raising families, and food affordability, along with the pandemic’s effects on children’s mental health, safety, and bullying. Parents also expressed concerns about their children’s education, including its affordability, and the impact of social media on mental health and social development.

Among other headlines of the study…

• Youth sports sponsors are crucial in the face of rising costs – local businesses, as opposed to national brands, shoulder majority of support at the grassroots level

• NHL and NBA lead as most popular pro leagues – 59% follow women’s sports at least some of the time

• Two-in-five parents have volunteered in some capacity

• Social media plays a central role in how parents discover sports and activities for their children

About the Study

Canadian Youth Sports Report 2023 provides a comprehensive overview of 40+ sports and popular physical activities for the 3-17 age group representing a population of 6.1 million. The data comes from 2,996 detailed interviews with parents who had at least one child in the 3-17 age group in the home in January 2023. The sample is nationally representative and the survey was conducted in English and French. The study sample is inclusive and large enough to permit for analysis of a number of diverse groups and communities including youth with Indigenous backgrounds, Black Canadian youth, Chinese-Canadian youth, South Asian Canadian youth and Filipino-Canadian youth. The sample is also inclusive of LGBTQ2+ parents, non-binary youth, as well as parents with disabilities. Canadian Youth Sports Report 2023 is an independent syndicated study published by Solutions Research Group (SRG) and the research was conducted in partnership with 55Rush, Canada’s leading expert in building online communities.

For more information on how to purchase the report or receive a complimentary full summary, please contact Robin Dryburgh, robin@srgnet.com

Despite the challenges posed by the pandemic, Canadian youth sports are making a strong comeback, and we have the data to prove it. Our research shows that over 4 million Canadian youth participated in organized sports and activities in the past twelve months, with soccer taking the lead as the top sport among Canadian youth.

You won’t want to miss this insightful report, which provides an in-depth look at the state of youth sports in Canada, and highlights the resilience and dedication of young athletes across the country. Stay tuned!

Understanding newcomers and how to reach them effectively is becoming a more important priority for most organizations. Building on the success of its three prior editions since 2017, SRG is now tracking this fast-growing population annually via its Newcomers to Canada syndicated study, with the most recent edition undertaken earlier in 2022.

Among the findings of SRG’s Newcomers to Canada 2022 study:

NEWCOMERS REPRESENT YOUTH AND YOUNGER LIFESTAGES

Newcomer adults are in younger lifestages, they are on average 10 years younger than the Canadian population average. In line with this younger profile, they have more children in the household – half of newcomer households (49%) have children compared to 37% overall in all Canadian households.

THEY RELY ON ONLINE SOURCES AND ADVICE FROM FAMILY/FRIENDS WHEN LEARNING ABOUT LIFE IN CANADA

Online sources are very important to newcomers (54% say they use) in finding out about various aspects of life in Canada, as important as recommendations and suggestions from family & friends (same percentage, 54%).

With 77% of newcomers having friends and family in Canada prior to arrival, brand preferences of friends and family are very influential in decisions and the most significant predictor of what brands newcomers will choose.

‘AFFORDABLE HOUSING’ LEADS AS THE TOP ISSUE; ECONOMY OVERALL IS A MAJOR CONCERN

Affordable housing is the #1 top-of-mind issue for newcomers followed by jobs/employment concerns and inflation/cost of living increases – under the “affordable housing” banner, newcomers express concern over high cost of rent as well as home prices.

GETTING A WIRELESS ACCOUNT IS A PRIORITY

Immediate priorities for newcomers upon arriving are opening a bank account, finding a place to live and getting a Canadian wireless account: over 80% have these within a month of arrival. Two-in-three (65%) signed up with an Internet provider in the first month but a cable or TV subscription was a lesser priority (39%), with many becoming ‘cord-nevers.’

Fido is the leading wireless banner among newcomers with 19% share, followed by Bell (17%), Rogers (16%) and Freedom (11%).

When it comes to Internet service providers, Bell and Rogers are head-to-head in the GTA with 37% share of newcomer households each, while Bell is head-to-head with Videotron in Montreal. In Western Canada, Telus is the top ISP among newcomers with 43% share.

WHEN IT COMES TO TV, THE PREFERENCE IS FOR ‘HALF-AND-HALF’

When asked which language would be their preference for TV all else being equal, 55% English/French and 45% choose other languages. In-language TV is preferred to keep up with established viewing habits and as a way to stay connected to home cultures while English/French language TV is a window to their new community and also a way to improve fluency for some.

Internet and mobile again lead among newcomers in terms of time spent daily; when it comes to TV/Video  consumption, CBC, CTV and Netflix are the leading brands. Top in-language TV/Video entertainment options, include Fairchild, CCTV, Omni (Chinese newcomers); GMA Pinoy, TFC (Newcomers from the Philippines) and Aapka Colors, Sony and ZeeTV for newcomers from South Asian countries such as India.

MORE ONLINE GROCERY SHOPPING COMPARED TO THE GENERAL POPULATION

Costco and Walmart have a combined 36% of the newcomer grocery dollars while Loblaws Companies have 30%. Half of newcomers purchased groceries online last month, ahead of the general population benchmark of 34%. Average weekly grocery spend is $188 with one-in-five spending more than $250.

BANKS ARE PERCEIVED TO BE CHAMPIONS OF INCLUSION AND DIVERSITY

TD, Scotiabank and RBC are the leading top-of-mind companies thought to be championing diversity, inclusion and equity among newcomers with Walmart and Tim Hortons rounding out the Top 5; others in the Top 15 include wireless/Internet companies, retail stores and sports brands.

(*) 2016-2021 data are IRCC actuals and 2022-2025 are SRG projections based on announced immigration targets

About the Study – Newcomers to Canada is an independent syndicated research study conducted and published by Solutions Research Group Consultants Inc. (SRG). SRG conducted extensive interviews among 970 newcomers from parts of the world representing the vast majority of all newcomers to Canada in May 2022. Those interviewed included newcomers from China, South Asia, The Philippines, North Africa, West Asia and the Middle East, as well as Latin and Central America. Detailed interviews were conducted in Vancouver, Edmonton, Calgary, Toronto, and Montreal in multiple languages. SRG also interviewed 531 Canadian ‘general population’ respondents for comparative purposes in June 2022. For more information, contact robin@srgnet.com

International Students Report 2022 is an innovative new syndicated research study exploring consumer behaviours, social attitudes and demographics of the growing population of International Students in Canada, conducted by SRG in partnership with 55rush. The study is based on detailed interviews with 560 International students hailing from over 80 countries, representing 135 Universities and Colleges in every region of Canada. It covers a wide range of subjects, from when they acquired things like bank accounts, credit cards, wireless accounts as well as their mindset: what they like about studying in Canada and their challenges. This is complemented by their preferences on sports, banking, wireless and grocery habits, providing a unique 360 degree view of their priorities, mindset and consumer behaviours.

In this first of two posts summarizing the key findings from the study, we will highlight some general characteristics of International students in Canada.

NEARLY HALF ARE ATTENDING SCHOOLS IN ONTARIO AND FOUR-IN-FIVE WANT TO LIVE OR WORK IN CANADA AFTER THEIR STUDIES

Nearly half of International students are attending Ontario institutions, while 30% are attending educational institutions in Western Canada, followed by Quebec (15%) and Atlantic Canada (6%). Business, Health Sciences, Engineering and Computer Science are the four leading areas of concentration among International students in Canada.

Before deciding on Canada, International students were likely to have considered at least one other country on average, with the U.S., Australia and the U.K. being the most popular three other countries.

Nearly two-in-three International students are in University programs, with the balance in College programs; 70% are living in rental arrangements and the balance are living with friends/family on a temporary basis (15%) or in student residences (10%).

A majority – over 80% – either will or have already applied to work or live in Canada after their studies are finished – meaning there is a good chance many will become permanent residents or spend more than a few years in Canada.

THEY TEND TO ARRIVE RIGHT BEFORE SCHOOL STARTS AND ARE QUICK TO SET THEMSELVES UP

A very significant majority of students arrive very close to the start of the school year – 69% arrive within a few days to a month before start of school which means decisions about some important products and services are made very quickly.

The biggest priorities for students when they arrive are opening a bank account and getting a Canadian wireless phone number; further down the line in terms of importance is getting a credit card and things like signing up for Internet and purchasing furniture.

Google, YouTube and social media were the most important information sources relied on for information about life in Canada along with friends and family.

About the Study: International Students Report 2022 is an independent syndicated research study conducted and published by Solutions Research Group Consultants Inc. (SRG) in partnership with 55rush exploring consumer behaviours, social attitudes and demographics of International Students in Canada.

To participate the respondents that had to have a Student Visa, studying in a Canadian College or University. A total of 560 detailed interviews among International Students were conducted in July 2022 with students from 80+ countries and attending 135 Canadian Universities or Colleges. A sample of this size can provide results accurate to plus or minus 4.1 percent, nineteen times out of twenty. For more information on how your organization can access the full reports for internal use, contact robin@srgnet.com

SRG’s annual ‘Must Keep TV’ research is based on 1,400 interviews across the U.S. with consumers aged 12 and older and conducted in late April 2022. This is the 15th annual edition of the research since its inception in 2007.

Peacock and Paramount+ are the biggest movers in 2022

Paramount+ is the biggest story of the year, having jumped to the #12 position from #37 last year, while Peacock is now ranked #16, up from #29 in 2021. The only major streamer in the survey which didn’t make it to the Top 20 or record a significant jump in rankings was Apple TV+ which is ranked #31 in 2022, up only couple of spots from #33 last year.

In a first in 15-years of tracking, the Top 10 brands were ranked exactly in the same order in 2022 as the year previous. However, there was plenty of movement otherwise. TV brands with momentum this year according to research included CW (#13 this year, up five spots), AMC, The Cartoon Network, A&E, TBS, ION and SyFy.

HBO Max is in the top 10 this year as it was last year, but preference for this new streaming option cannibalized its linear brand HBO which continues its freefall. Given a choice, American consumers clearly want streaming over linear.

Streamers’ success came at a cost to many cable brands including History, HGTV and Food Network – while still in the top 20, these brands declined this year to #18, #19 and #20 positions, respectively.

There are more streamers than linear TV brands in the top 10 among W25-54

With Paramount+ entering the Top 10 among women 25-54 this year, streamers now account for a record six of the top 10 ‘Must Keep TV’ spots, with Netflix ranked #1 for the fourth year in a row, Hulu now at #2 and ABC following in the #3 spot. Prime Video, CBS, NBC, Disney+, FOX, HBO Max and Paramount+ round out the Top 10.

HGTV was bumped out of the Top 10 for the first time since 2016. Other brands losing steam among this demographic include Food Network (#18, down from #11), Hallmark, PBS, AMC, History and Nickelodeon.

Brands with strong momentum among Women 25-54 include Disney (#11, up from #20), CW (#13 this year, up from #27), Peacock (#15 up from #18) and Lifetime (#17 vs. #32 last year).

Streamers and networks dominate the top 10 among African American, Latinx and Asian American audiences

For the third year in a row, Netflix topped the charts for African-American audiences followed by ABC, CBS, FOX and Prime Video. New to the Top 10 among the African-American audience is CW and Disney+. BET maintains its Top 10 standing, coming in at #8 in 2022.

Within the Latinx audience, Netflix stays at #1 for the fifth year in a row, with Hulu, Prime Video, ABC and FOX rounding out the Top 5. ESPN is back in the Top 10 in 2022, in the #10 position. Telemundo and Univision continue to be strong, ranked #11 and #13 ‘Must Keep TV’ brands among this audience.

Streamers and networks are also strong among Asian-Americans, with Netflix, ABC, NBC, CBS and Prime Video leading the way. ESPN is ranked #9 and is the top cable network in this segment, while CNN comes in at #10.

Netflix top streamer and ABC is the top network among LGBTQ2+ Americans

Six streamers and four major networks comprise the Top 10 among the LGBTQ2+ audience, with Netflix, Prime Video and Hulu in the top 3 positions. The top network is ABC, coming in at the #4 spot, while CBS and NBC are ranked #7 and #8 respectively. CNN makes a strong showing in the #11 spot. Newcomer streamers Paramount+ and Peacock are ranked #10 and #15 respectively.

This year’s research also shines a light on ‘Must Keep’ favorites of persons with disabilities. Among Americans with disabilities, Netflix is again in the #1 spot, followed by ABC and CBS. Prime Video, NBC, FOX, Hulu, Disney+, HBO Max and Paramount+ round out the top 10.

TECHNICAL

‘Must Keep TV’ is an independent syndicated brand tracking survey conducted by Solutions Research Group (SRG) among a representative sample of American consumers. This is the 15th edition of the survey since 2007. The questions have been fielded and presented in a consistent manner each year.

The 2022 research is based on online interviews with 1,400 American consumers aged 12 and older and conducted in late April 2022 – the sample captures and represents all major population segments. Respondents are shown a list of 83 broadcast, cable and high-penetration streaming brands and are asked to identify which ones would be on their ‘must keep TV’ list if they had to choose a limited number. Sample design is inclusive and is balanced by geography, gender, race and ethnicity,  according to known universe parameters. For more information on how you can access the full results, email robin@srgnet.com

Costco is the primary grocery relationship for 25% of Newcomer households, it’s even more popular than among the general population of Canada’s six largest major markets. This is significant since Newcomers are big spenders when it comes to groceries.

And did you know that one-in-two Newcomer households bought at least some groceries online in the last six months? This too is higher than the numbers we are seeing for the general population, owing to younger life stage profiles of newcomers.

How are other Canadian grocers doing among Newcomers and what are the characteristics of Newcomers to Canada in the last five years? SRG’s Newcomers to Canada 2021 Study has the answers. Email robin@srgnet.com for more information.

The 2021 research is based on 1,400 interviews across the U.S. with consumers aged 12 and older and conducted in May 2021.

ABC, CBS, Prime Video and NBC follow Netflix to round out the top 5. Amazon Prime Video moves into the #4 position, moving up from #6 last year.

Hulu moves to #6, followed by FOX and Disney Plus jumps from #13 last year to #8 in 2021, while the debut entry in SRG’s ‘Must Keep’ TV for 2021, HBO Max, comes in at #9; ESPN is ranked #10 overall this year.

PEACOCK, APPLE TV+ AND PARAMOUNT+ ALL DEBUTED WITHIN THE TOP 40, GIVING STREAMING SERVICES A STRONG PRESENCE IN THIS YEAR’S RANKINGS

Peacock and Apple TV+ entered the 2021 ‘Must Keep’ TV rankings at #29 and #33 respectively, and Paramount+ enters at #37. In addition to these streamers, TV brands with momentum this year include History (#12, up three spots), HGTV (#13, up three spots), Comedy Central (#19, first time in the Top 20 since 2015), and Hallmark which has been steadily rising in the charts since 2016 and now landing in the #20 spot.

HBO Max is in the top 10 this year (#9) but preference for this new streaming option cannibalized its linear brand HBO which dropped to #25 from #12.

FOUR OF THE TOP FIVE BRANDS AMONG 18-34 ARE STREAMERS AND THREE OF THE TOP FIVE ARE DISNEY BRANDS

Netflix maintains the #1 spot for the fifth year in a row in the 18-34 young adult demo and HBO Max enters the charts at #6. Streaming services Apple TV+, Paramount+ and Peacock all debuted within the top 30 at #21, #22 and #25, respectively.

NETFLIX AND PRIME VIDEO ARE #1 AND #2 AMONG MEN 18-49; ABC IS THE LEADING BROADCAST NET WHILE ESPN REMAINS AS TOP CABLE

Netflix and Amazon Prime Video take the #1 and #2 spots followed by ABC and CBS, while Hulu moves to #5 securing a strong streamer presence for Men 18-49.

HBO Max enters the ‘Must Keep’ TV rankings for Men 18-49 at #7 just below FOX, followed by ESPN and NBC; Disney Plus moves into the #10 spot, up from #18. Other new entries Apple TV+, Paramount+ and Peacock enter the rankings at #21, #22 and #25, respectively.

NETFLIX, PRIME VIDEO AND HULU OCCUPY THE TOP 3 SPOTS AMONG WOMEN 25-54, FOLLOWED BY ABC AND CBS

Streamers dominate the top 3 spots for Women 25-54, with Netflix ranked #1 for the third year in a row, Amazon Prime Video now at #2 and Hulu following in the #3 spot, followed by ABC and CBS.

Disney Plus now ranks #6 followed by NBC, FOX, with HBO Max debuting in the #9 spot and HGTV comes in at #10 spot, just ahead of Food Network.

7 OUT OF 10 TOP BRANDS FOR AFRICAN AMERICANS ARE LINEAR CHANNEL BRANDS

For the second year in a row Netflix topped the charts for African-American audiences followed by ABC and Amazon Prime Video. CBS, NBC, CNN, ESPN, BET, FOX and Hulu round out the Top 10.

Within the Latinx audience, Netflix stays at #1 for the fourth year in a row, followed by Amazon Prime Video, followed by ABC, Hulu, CBS, Disney Plus, HBO Max, FOX, Telemundo and NBC.

THE BIG 4 NETWORKS STILL ‘MUST KEEP’ TV FOR TWO-IN-THREE

In 2021, on a total 12+ population basis, 62% of those interviewed included at least one of the big four networks (one or more of ABC, CBS, NBC, FOX) on their ‘must keep’ channel list. While that is still two-thirds majority, it represents a 15-point drop from 77% who included at least one of these four on their lists in 2011, ten years ago.

The top four streamers – Netflix, Hulu, Amazon Prime Video and Disney Plus are must keep for 65% of those interviewed in 2021, slightly ahead of the big four broadcast nets at 62% as noted above. The only demographic group where the broadcast networks have a strong advantage is the 50+ age group where 78% identify at least one of the broadcast nets as a ‘Must Keep’ vs. 47% saying the same for one of the top four streamers.

Technical: ‘Must Keep TV’ is an independent syndicated brand tracking survey conducted by Solutions Research Group (SRG) among a representative sample of American consumers. This is the 14th edition of the survey since 2007. The questions have been fielded and presented in a consistent manner each year. The 2021 research is based on online interviews with 1,400 American consumers aged 12 and older and conducted in May 2021 – the sample captures and represents all major population segments. Respondents are shown a list of 83 broadcast, cable and high-penetration streaming brands and are asked to identify which ones would be on their ‘must keep TV’ list if they had to choose a limited number. Sample design is balanced by geography, gender and ethnicity, including African-American and English-speaking Latinx according to known universe parameters.

For more information, please contact Robin Dryburgh (robin@srgnet.com)