Amid the growth in TV streaming, more Canadians than ever before are craving the best of both worlds – on-demand TV, and live and scheduled programming historically associated with cable TV (58 per cent of Canadians, up from 56 per cent in 2023). This is according to Roku’s fifth annual Video on Demand (VOD) Evolution study examining Canadian TV streaming behaviours and trends.

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Roku’s fifth annual Video on Demand (VOD) Evolution study examines Canadian TV streaming behaviours and trends. (Graphic: Business Wire)

In the past, consumers streamed TV on-demand as a replacement for cable. Today, with new and innovative solutions in streaming programming, those consumers are reverting to more traditional viewing habits, enjoying the convenience of live and scheduled television. On-demand content still makes up a majority of TV streamers’ collective weekly viewing time (57 per cent), but more than a quarter of streamers’ time (28 per cent) continues to be spent with live TV programming.

With ongoing economic challenges, including the rising cost of living, many Canadians are continuing to cut down on discretionary expenses like entertainment. According to the study, 58 per cent of Canadians say the everyday cost of living will be their biggest concern over the next few years. As a result, cost-effective ad-supported TV streaming options have become a mainstay in Canadians’ home entertainment arsenal. According to the survey, 46 per cent of Canadian TV streamers now use at least one ad-supported subscription TV streaming service, compared with just 31 per cent in 2023.

“We’re seeing the emergence of a modernized ‘prime time’ in streaming, one that’s less about the ‘watercooler’ shows of the past and more about the streaming platform itself, one destination that allows Canadians to shape their own experience according to their budget, preferences, and interests,” says Ivan Pehar, Director of Ad Revenue Strategy at Roku Canada. “As more Canadians adopt ad-supported streaming platforms, advertisers and publishers alike can reach the majority of TV viewers in Canada, demonstrating that investing in TV streaming channels is the only way to avoid gaps in audience-visibility – it's a win-win for everyone in the streaming ecosystem.”

TV streaming advertising trends for 2024

• There’s an uptick in TV streamers taking measurable actions after viewing an ad (74 per cent as compared to 70 per cent in 2023). The top three responses include:
  • Visiting a brand’s website, online store, or app after seeing an ad (42 per cent, up from 38 per cent in 2023).
  • Searching online for more information about the product/brand while continuing to watch TV (41 per cent, up from 36 per cent in 2023).
  • Using Google/Apple Maps to work out where to find the brand, in-store (29 per cent, up from 23 per cent in 2023).
• Canadian TV streamers like creative diversity when it comes to the ads they view, with 82 per cent of TV streamers preferring every ad they view to be different (up from 77 per cent in 2023).
• Over the last five years, more TV streamers (45 per cent) indicate that they are more likely to pay attention to ads that reflect or are relevant to their mood (up from 42 per cent in 2023).
• 43 per cent say they prefer when TV ads match the tone of the program they are watching (up from 38 per cent in 2023).

Who are the “addressable streamers” and how are they watching?

For the first time since the study’s launch in 2019, brands can reach the majority of TV viewers - not just on-demand TV streamers - through ad-supported streaming platforms. For advertisers, these “addressable TV streamers” are incredibly important – and make up more than two-thirds of the TV streaming audience.

• Over half (55 per cent) of TV viewers – up from 44 per cent in 2023 – are now addressable TV streamers (streamers who use ad-supported TV streaming services in an average month).
• Addressable audiences are more engaged than all TV streamers as a whole – eight out of 10 addressable streamers have responded to a TV ad.
• Addressable TV streamers spend more time in an average week with ad-supported on-demand TV streaming compared to all TV viewers (8.9 hours with ads vs 5.9 hours with ads).

Addressable Canadian TV streamers' content and viewing trends

• On an average weekday, 32 per cent tune into live TV during “breakfast” (6 AM-10 AM).
• 52 per cent are watching on-demand TV streaming with ads, on-demand TV streaming with no ads (50 per cent), and live TV (45 per cent) during “Prime Time” (6 p.m. - 10 p.m.).
• 64 per cent rated crime/investigation/police dramas as their #1 genre preference in the drama genre (up from 59 per cent in 2023).
• 62 per cent rated blockbuster Hollywood movies as their #1 genre preference for general entertainment (up from 59 per cent in 2023).

To learn more about the study, and to download the full report, please click here.

About Roku’s VOD Evolution Canada Survey

Roku’s annual Video on Demand (VOD) Evolution study examined Canadian TV streaming behaviour and trends. This is Roku’s fifth study of Canadians’ TV streaming habits and an update to its research in 2023. Like those, this study is based on the results of an online survey of Canadian adults aged 18+ who use the internet and watched TV at least once in the last month. Fuse Insights research commissioned by Roku took place between June and July 2024, with a sample size of 2,001 Canadians nationally in English and French representative by age, gender, and geography. *References TV streamers that make up internet users in Canada aged 18-64.

About Roku, Inc.

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

Roku is a registered trademark of Roku, Inc. in the U.S. and other countries. Trade names, trademarks, and service marks of other companies appearing in this press release are the property of their respective holders.

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