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At 66%, even more households across the country express concern over annual price increases for streaming services. The same number peg these hikes as unreasonable and unfair.
Yet consumers place an even higher value on effective content aggregation than pricing transparency. For example, the report, which surveyed 20,500 households globally, showed 41% of Canadian survey respondents are interested in reducing how many platforms they pay for. While attractive monthly pricing remains the most decisive factor for consumers considering new subscriptions, access to specific content (35%), extensive content libraries (31%) and original or exclusive content (29%) are all growing in importance year over year.
On the connectivity front, 35% of households in Canada have recently switched providers or plan to do so in the next 12 months. While cost savings are the leading reason cited, poor network quality or customer service, as well as limited-service portfolios, are also factoring into the decision to switch.
All the while, broader disruption — think geopolitical uncertainty and fast-paced tech innovation — is influencing supplier selection choices.
For example:
Some 28% of Canadian households say they’ll prioritize connectivity providers with customer agents based in their home country.
About one-quarter say they’ll focus on tech manufacturers and content producers based in Canada, where possible.
Many in Canada say they’d appreciate AI that increases ad personalization or would find AI-assisted content management useful — but large majority (71%) believe AI content should be clearly labelled
Taken together, these evolving trends in customer sentiment are driving the need for companies to simplify offerings, clarify value and communicate openly. Doing so represents an upside opportunity: players that refocus the value proposition with a holistic customer view, curate customer bundles in new ways and lead with transparency can better meet Canadian expectations and capitalize on potential revenue opportunities.