National VAM (Video Audience Measurement) is a revolutionary cross-platform database that captures both linear TV and digital video consumption across Canada.

National VAM provides:

• Cross-platform measurement from a single-source panel
• Device-level granularity across TV, mobile, tablet, and desktop
• Demographic and qualitative segmentation
• Reach and frequency analysis across platforms
• Standardized metrics for comparing linear and digital video

It’s designed to reflect the full Canadian video landscape, offering insights into how audiences consume content across formats and devices.

National VAM holistically captures viewing to over 95% of video platforms available in Canada, reporting viewing across devices such as TVs, smart TVs, mobile phones, tablets, and computers. The methodology ensures standardized metrics across platforms, enabling direct comparison between linear and streaming audiences.

The data allows for duplicated and unduplicated reach analysis to understand audience overlap and exclusivity. It includes live viewing and time-shifted consumption, aligning with the broadcast year, and is updated monthly.

The video landscape in Canada is ever-evolving, and so is National VAM. We’re continually evaluating and adding new platforms to ensure you’re seeing the entire picture. Our National VAM Resource Guide is updated with every monthly release. Download now for the most up-to-date platform list.

Viewing to linear streaming apps (e.g., Bell Crave, Rogers Xfinity, Corus StackTV, CBC Gem, Radio-Canada Ici.Tou.TV) is credited to broadcast or cable, not to streaming. This ensures that content viewed through these apps is properly attributed to its original linear source, maintaining consistency in categorization.

In National VAM, “Other” includes:

• Unmeasured sources of video consumption
• Gaming
• DVD/Blu-ray playback
• Audio streaming
• Unclassified or unidentified video content
• Unmeasured VOD

As Numeris continues to refine its classification, content that cannot be attributed to a specific platform or format remains in this category.

Are you an existing Numeris client? Contact Client Strategy and Solutions.
Are you interested in becoming a Numeris client? Contact us today to learn more.
Are you a member of the press/media? Contact Anja Bundze, Director, Marketing & Communications.