Canada’s largest city, besides being home to the reigning NBA champions (if no new champion is crowned in 2020, and the Raptors remain the current champs for a second consecutive year, does that count as a dynasty?), is Canada’s most hotly contested residential broadband market. The fact that there are no fewer than 19 active broadband service providers in Toronto, touting a variety of different connective technologies, makes for a very competitive marketplace for home internet services.
ThinkCX leverages proprietary market intelligence technologies to determine and display market share insights for the Canadian residential ISP industry. To help promote our Residential ISP Market Share solution for ISPs, we are releasing a free report on market share data for the city of Toronto. The report consists of a Dec 2019 market share summary, as well as ThinkCX’s analysis of month-over-month (“MoM”) and year-over-year (“YoY”) trends in Toronto, defined as the area comprised by all postal codes in the M4, M5, and M6 FSAs.
Even though we’ve identified a total of 19 ISPs with at least a 0.1% market share in Toronto at the end of December 2019, there is a great deal of concentration among only a handful of players. The top two ISPs alone service a combined 76% of all subscribers in the defined area, and the total count for the top 5 ISPs quickly takes us to more than 94% of all subscriptions. The top 5 are;
1) Rogers, 45.6% market share
2) Bell, 30.5%
3) TekSavvy, 11.9%
4) Beanfield, 4.2%
5) FibreStream, 2.2%
Of course, market share is not static. The numbers above are a snapshot taken at the end of December 2019, but market share fluctuates over time in response to the usual market forces; new entrants, promotions, and infrastructure upgrades to mention just a few. Therefore, ThinkCX also analyzes the trends in switching activity and market share over time, enabling us to quantify the MoM and YoY performance of the ISPs in our target areas:
As the table indicates, Rogers and Bell are the dominant ISPs in Toronto, but their collective market share had been eroded over the previous 12-month period, primarily by smaller rivals FibreStream, Beanfield, and Virgin Home Canada.
Trends can often be much more dramatic at the FSA level than they are at the city level. A quick scan of the 33 FSAs that comprise the Toronto area reveals some very interesting skirmishes with significant swings in market share – below are three examples of the battles happening at the FSA level:
The market share statistics shared here represent only a small sample of the ISP performance insights included in ThinkCX’s commercial solutions. ThinkCX is the only source that researchers, industry observers, and the ISPs themselves can turn to in order to access consolidated Canadian ISP market share data with a whole-market vantage point. ThinkCX’s ISP clients have come to rely on the data we provide in a variety of use cases: to measure the impact of localized marketing campaigns and network upgrades, keep tabs on competitors, identify granular markets ripe for expansion and growth, and determine where customer retention initiatives should be deployed.
ThinkCX is pleased to provide free access to an ISP Market Share report for Toronto for a limited time to all those who leave a request here. If you have an interest in ISP market share, or just enjoy market analytics and data visualizations, please feel free to visit the demo dashboard link and have a look!