Reaching every viewer: How a unified video strategy drives smarter growth

With more screens, more platforms, and more ways to connect, today’s advertisers have more opportunities than ever before to reach their audience. Canadians still spend nearly five hours a day with video content, from live TV to on-demand streaming, and Bell Media is helping brands stay visible across the full viewing spectrum.

But while viewers are still highly engaged, their behaviours have shifted and reaching them now requires a smarter, more unified approach. That’s where Bell Media’s total video solution comes in. 

One audience, three viewing profiles

Today’s video audience falls into three dynamic groups, each with real value and real reach potential:

• Traditional linear viewers (55–60% of Canadians)
  These viewers watch through standard cable subscriptions, and they’re fully measured by Numeris.
• Cord-shavers (20–25% of Canadians)
  This growing group blends linear and streaming. They’re watching via IP-based services like the Bell Fibe app and connected set-top boxes.
• 100% Streamers (15–25% of Canadians)
  These are digital-only viewers watching on Connected TV, mobile, and desktop, no cable subscription. You’ll find them on platforms like Crave, CTV.ca, FAST channels and YouTube.

If your video strategy only targets one or two of these segments, you’re missing a portion of your audience. The smartest brands are targeting all three, and Bell Media can help you close the gaps.

“By combining these formats, advertisers can unlock 10–15% incremental reach and 20–30% higher ad relevance, all while eliminating double-counting and wasted overlap.“

Our unified solution makes every impression work harder

No matter where your audience watches, Bell Media delivers. Our total video solution gives you an integrated plan to reach Canadians across all screens with powerful tools to unify your strategy and amplify results.

Leading agencies and top brands are shifting their strategies:

• Ensure 80% of your total video budget goes to Premium broadcasters, your strongest driver of reach and ROI. 
• Allocate 30% of your premium video budget to Connected TV Live and premium Streaming
• Dedicate 5–7.5% of your YouTube spend to Bell Media YouTube channels for premium, brand-safe environments

Bell Media’s investment matrix shows how advertisers can scale from $340K to $1.3M while increasing household reach from 40% to 85%.

Flexibility that moves at the speed of your brand
Whether you’re launching a product, responding to real-time trends, or optimizing spend mid-flight, agility is essential. With Bell Media, linear TV is as flexible as digital thanks to 14-day cancellation terms that let you move at market speed.

Bottom line: More platforms mean more possibilities

The future of video is fragmented, and it’s full of potential, and with the right partner, you can turn that complexity into a competitive edge.

Bell Media’s Total Video Solution delivers Canada’s largest, trusted, and verified household reach, across every screen and every viewer profile. From traditional TV to streaming and YouTube, we help brands turn fragmentation into full-funnel opportunity.

One partner. Every screen. Every household. That’s why Bell Media is the blueprint for total video reach in Canada.