Convenience and Nostalgia Collide: Live and Scheduled TV Streaming on the Rise in Canada
Roku's fifth annual Video on Demand (VOD) Evolution study reveals significant shifts in Canadian TV streaming habits. 69% of Canadian TV streamers now watch ad-supported TV at least monthly, up from 59% in 2023. Addressable TV streamers spend an average of 23.3 hours weekly watching TV, compared to 20.4 hours for all viewers.
The study highlights a growing desire for both on-demand and live/scheduled programming, with 58% of Canadians seeking this combination, up from 56% in 2023. On-demand content still dominates (57% of viewing time), but live TV accounts for 28%. Economic challenges have led to increased adoption of cost-effective ad-supported streaming options, with 46% of Canadian TV streamers now using at least one such service, up from 31% in 2023.
Lo studio annuale sulla VoD (Video on Demand) di Roku rivela significativi cambiamenti nelle abitudini di streaming televisivo in Canada. Il 69% degli streamer TV canadesi ora guarda TV con pubblicità almeno mensilmente, rispetto al 59% nel 2023. Gli streamer di TV indirizzabili trascorrono in media 23,3 ore a settimana a guardare la TV, rispetto alle 20,4 ore di tutti gli spettatori.
La ricerca evidenzia un crescente desiderio di contenuti sia on-demand che in diretta/programmati, con il 58% dei canadesi che cerca questa combinazione, rispetto al 56% nel 2023. I contenuti on-demand continuano a dominare (57% del tempo di visione), ma la TV in diretta rappresenta il 28%. Le sfide economiche hanno portato a un aumento dell'adozione di opzioni di streaming a costo contenuto supportate da pubblicità, con il 46% degli streamer TV canadesi che ora utilizza almeno un servizio di questo tipo, in aumento rispetto al 31% nel 2023.
El quinto estudio anual de Roku sobre Video bajo Demanda (VOD) revela cambios significativos en los hábitos de streaming de TV en Canadá. El 69% de los streamers de TV canadienses ahora ve TV con publicidad al menos una vez al mes, un aumento del 59% en 2023. Los streamers de TV direccionables pasan un promedio de 23,3 horas semanales viendo TV, en comparación con 20,4 horas para todos los espectadores.
El estudio destaca un creciente deseo de contenido tanto on-demand como en vivo/programado, con el 58% de los canadienses buscando esta combinación, un aumento del 56% en 2023. El contenido on-demand aún domina (57% del tiempo de visualización), pero la TV en vivo representa el 28%. Los desafíos económicos han llevado a un aumento en la adopción de opciones de streaming rentables con publicidad, con el 46% de los streamers de TV canadienses utilizando al menos un servicio de este tipo, un aumento del 31% en 2023.
로쿠의 다섯 번째 연례 주문형 비디오(VOD) 진화 연구는 캐나다의 TV 스트리밍 습관에서 중요한 변화를 드러냅니다. 캐나다 TV 스트리머의 69%가 이제 월 1회 이상의 광고 지원 TV를 시청합니다, 2023년의 59%에서 증가했습니다. 지정학적 TV 스트리머는 주당 평균 23.3시간 TV를 시청하며, 모든 시청자보다 20.4시간입니다.
이 연구는 주문형 콘텐츠와 생방송/예정 프로그램을 모두 찾는 경향이 증가하고 있음을 강조하며, 58%의 캐나다인이 이 조합을 찾고 있다고 보고합니다. 이것은 2023년의 56%에서 증가했습니다. 주문형 콘텐츠는 여전히 지배적이며(시청 시간의 57%), 생방송 TV는 28%를 차지합니다. 경제적 도전 과제가 광고 지원 스트리밍 옵션의 채택 증가로 이어졌으며, 46%의 캐나다 TV 스트리머가 이제 최소한 하나의 이러한 서비스를 사용하고 있습니다, 이는 2023년의 31%에서 증가한 수치입니다.
La cinquième étude annuelle de Roku sur l'évolution de la Vidéo à la Demande (VOD) révèle des changements significatifs dans les habitudes de streaming télévisuel des Canadiens. 69% des streamers de télévision canadiens regardent maintenant de la télévision soutenue par la publicité au moins une fois par mois, en hausse par rapport à 59% en 2023. Les streamers de télévision adressables passent en moyenne 23,3 heures par semaine à regarder la télévision, contre 20,4 heures pour tous les téléspectateurs.
L'étude met en évidence un désir croissant tant de contenu à la demande que de programmation en direct/programmée, avec 58% des Canadiens à la recherche de cette combinaison, en hausse par rapport à 56% en 2023. Le contenu à la demande continue de dominer (57% du temps de visionnage), mais la télévision en directe représente 28%. Les défis économiques ont conduit à une adoption accrue d'options de streaming soutenues par la publicité et à faible coût, avec 46% des streamers de télévision canadiens utilisant désormais au moins un de ces services, en hausse par rapport à 31% en 2023.
Die fünfte jährliche Studie von Roku zur Video-on-Demand (VOD)-Evolution zeigt bedeutende Veränderungen in den Streaming-Gewohnheiten der kanadischen TV-Zuschauer. 69% der kanadischen TV-Streamer schauen jetzt mindestens einmal im Monat Werbung unterstützte TV, ein Anstieg von 59% im Jahr 2023. Ansprachegerechte TV-Streamer verbringen im Durchschnitt 23,3 Stunden pro Woche mit dem Ansehen von TV, im Vergleich zu 20,4 Stunden für alle Zuschauer.
Die Studie hebt ein wachsendes Bedürfnis nach sowohl On-Demand- als auch Live/termingebundenen Programmen hervor, wobei 58% der Kanadier nach dieser Kombination suchen, ein Anstieg von 56% im Jahr 2023. On-Demand-Inhalte dominieren weiterhin (57% der Sehdauer), aber Live-TV macht 28% aus. Wirtschaftliche Herausforderungen haben zu einer verstärkten Annahme kosteneffizienter, werbefinanzierter Streaming-Optionen geführt, wobei 46% der kanadischen TV-Streamer jetzt mindestens einen solchen Dienst nutzen, ein Anstieg von 31% im Jahr 2023.
- Increase in ad-supported TV streaming adoption from 59% to 69% of Canadian TV streamers
- Growth in addressable TV streamers from 44% to 55% of TV viewers
- Increased engagement with ads: 74% of TV streamers take measurable actions after viewing an ad, up from 70% in 2023
- Higher weekly viewing hours for addressable TV streamers (23.3 hours) compared to all TV viewers (20.4 hours)
- None.
Insights
The rise in ad-supported TV streaming in Canada presents a significant shift in the media landscape. With
The increase in viewers taking action after seeing ads (
The convergence of on-demand and traditional TV viewing habits in Canada marks a significant evolution in content consumption. The fact that
The emergence of a new 'prime time' in streaming, focused on platform preference rather than specific shows, represents a paradigm shift in how we conceptualize peak viewing hours. This change requires content creators and advertisers to rethink their strategies, potentially leading to more personalized and platform-specific content and ad experiences.
The study reveals a fascinating interplay between economic pressures and entertainment choices in Canada. With
The increased engagement with ads, particularly the rise in actions like visiting websites (
TV viewing habits also indicate the majority of TV streamers are now addressable by advertisers
- More than two-thirds (69 per cent) of Canadian TV streamers are now watching some form of ad-supported TV (AVOD, BVOD, SVOD) at least once a month (up from 59 per cent in 2023)
- Ad-addressable TV streamers spend an average of 23.3 hours weekly watching TV, compared to only 20.4 hours for all TV viewers
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
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
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
Roku is a registered trademark of Roku, Inc. in the
View source version on businesswire.com: https://www.businesswire.com/news/home/20240912422505/en/
Roku, Inc.
Eleni Tenuta
etenuta@roku.com
APEX PR
Kyra Marskell
kmarskell@apexpr.com
Source: Roku, Inc.
FAQ
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