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- \n75 per cent of surveyed Canadian internet users* are TV streamers, the majority of which are now watching ad-supported TV (59 per cent), up from 42 per cent in 2022<\/p>\n<\/li>\n
- \n\u201cCord cutters\u201d are on the rise with a quarter of Canadian TV streamers that have cable (24 per cent) planning to cancel or downgrade their cable or satellite package in the next 12 months<\/p>\n<\/li>\n<\/ul>\n
TORONTO–(BUSINESS WIRE<\/a>)–
\nToday, Roku revealed the results of its annual Video on Demand (VOD) Evolution<\/a> study, examining Canadian TV streaming behaviours and trends. TV streaming is now the most popular TV source (75 per cent of Canadian internet users are watching), with ad-supported TV streamers increasing exponentially in the last year alone (59 per cent watching in the last year compared to 42 per cent in the previous year). Another 63 per cent also plan to watch ad-supported TV streaming in the year ahead.<\/p>\nThis press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20230926553730\/en\/<\/a><\/p>\n
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<\/p>\nTV streaming is now the most popular TV source, with ad-supported TV streamers increasing exponentially in the last year alone. (Graphic: Business Wire)<\/p>\n<\/div>\n
\nRising inflation and cost of living, which top the list of worries for Canadian TV streamers in the next few years (54 per cent), compel many (24 per cent) to cancel or downgrade their cable\/satellite package in the next 12 months (up six per cent from 2022).<\/p>\n
\n\u201cFor Canadian TV streamers, ad-supported TV offers the benefits of a lighter ad load compared to broadcast TV, with the added benefit of being cost-effective, which is what makes it so appealing \u2013 especially in today\u2019s economic climate,\u201d says Christina Summers, Head of Advertising in Canada, Roku. \u201cFor advertisers and publishers alike, the uptick in interest in ad-supported TV streaming, along with TV streaming generally, enables greater reach beyond traditional TV broadcasting, stronger targeting, measurement, interactivity, and flexibility with creative.\u201d<\/p>\n
The growth of ad-supported TV streaming: A deeper dive into the trends<\/b><\/p>\n
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- \nTime spent on AVOD and BVOD is up 32 per cent YoY, with TV streamers who watch ad-supported programming watching.<\/p>\n<\/li>\n
- \nWhen it comes to the effectiveness of ads on streaming platforms, TV streamers are significantly more responsive to ads than non-streamers (70 per cent vs. 54 per cent).<\/p>\n<\/li>\n
- \nTV streamers are taking measurable actions after viewing an ad, with the top three responses being: visiting a brand\u2019s website, online store, or app after seeing an ad (38 per cent); searching online for more information about the product\/brand while continuing to watch TV (36 per cent); and placing items in online\/app shopping basket to buy later (25 per cent).<\/p>\n<\/li>\n<\/ul>\n
\n\u201cThe engagement that ads on TV streaming versus those on more traditional platforms get is unmatched,\u201d says Summers. \u201cNot only is the audience group larger, but the ad formats available to appease these actions, such as interactive ads with direct website call-to-actions, is diverse and continues to expand every day. Tapping into the TV streaming audience is a great opportunity for many brands to reach consumers who have made the move to streaming exclusively and to win new customers who may not have discovered them before.\u201d<\/p>\n
\nWhen it comes to Canadians\u2019 preferences for TV advertising, there are some notable polarities, as no one size fits all trends:<\/p>\n
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- \nCanadians are split on personalization, with 50 per cent wanting ads to cater to their personal interests\/preferences, and the other 50 per cent wanting impersonal ads.<\/p>\n<\/li>\n
- \n54 per cent of TV streamers like ads that are unrelated to the show\/movie they are watching, while 46 per cent prefer them to be related.<\/p>\n<\/li>\n
- \n51 per cent prefer a single ad that takes up the whole ad break, while 49 per cent prefer lots of short ads that fill the ad break.<\/p>\n<\/li>\n
- \nThe majority of Canadians (77 per cent) are in broad agreement that they prefer every ad to be different.<\/p>\n<\/li>\n<\/ul>\n
TV streamers on the move: The \u201cFlexiVOD\u201d era<\/b><\/p>\n
\nThe emergence of the \u201cFlexiVOD\u201d (a TV streamer who makes changes to their streaming services, including switching to watch their favourite show, cancelling subscriptions, among others), which surfaced in the 2023 VOD study, continues to remain prevalent in the 2024 edition, as 48 per cent of Canadian TV streamers either have made changes to their streaming services in the past 12 months or plan to make changes in the year ahead. Similar to last year\u2019s findings, this persisting trend is likely influenced by the fact that 58 per cent of TV streamers feel they have less disposable income than before, consistent with last year\u2019s results.<\/p>\n
Canadian TV streamers\u2019 content-watching trends<\/b><\/p>\n
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- \nOn average, TV streamers are watching just under 22 hours a week of TV content.<\/p>\n<\/li>\n
- \nCanadian TV streamers love dramas (95 per cent) ranking it as their top TV genre choice.<\/p>\n<\/li>\n
- \nOn the flipside, while comedy is the least popular, 87 per cent are streaming that genre. When it comes to live news, 48 per cent of Canadian TV streamers tune in, followed by general family entertainment (e.g., \u201cHow I Met Your Mother,\u201d \u201cFriends\u201d) at 50 per cent and live sports and events at 45 per cent.<\/p>\n<\/li>\n<\/ul>\n
\nWhen it comes to discovering content to watch, TV streamers use a variety of methods. The top three within TV streaming platforms include the \u201cjust released\u201d section (42 per cent); the \u201ctop trending\u201d or most popular titles sections (34 per cent); and \u201cfree to watch\u201d shows and movies (31 per cent).<\/p>\n
\nOutside of the TV streaming service, the top three methods include: word of mouth\/personal recommendations (50 per cent); \u201ccoming soon\u201d notifications (36 per cent); and ads they\u2019ve seen on TV promoting shows or movies (31 per cent).<\/p>\n
Additional study insights<\/b><\/p>\n
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- \nOn average, Canadian TV streamers have used\/subscribed to 3.5 paid or free streaming services in their household in 2023, which is anticipated to increase to 3.8 by 2024.<\/p>\n<\/li>\n
- \nHere\u2019s how Canadian TV streamers spend their time watching TV in an average week:<\/p>\n
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- \n26 per cent of time on live TV<\/p>\n<\/li>\n
- \n20 per cent on new releases available for the first time<\/p>\n<\/li>\n
- \n19 per cent on new-to-them releases available<\/p>\n<\/li>\n
- \n18 per cent on repeat watching<\/p>\n<\/li>\n
- \n17 per cent on other online video through the TV<\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
\nTo learn more about the study, and to download the full report, please click here.<\/a><\/p>\n
About Roku\u2019s VOD Evolution Canada Survey<\/b><\/p>\n
\nRoku\u2019s annual Video on Demand (VOD) Evolution study examined Canadian TV streaming behaviour and trends. This is Roku\u2019s fourth study of Canadians\u2019 TV streaming habits, and an update to its research in 2022. 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 2023, with a sample size of 2,100 Canadians nationally representative by age, gender, and geography. *References TV streamers that make up internet users in Canada aged 18-64.<\/p>\n
About Roku, Inc.<\/b><\/p>\n
\nRoku 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\u2122 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.<\/p>\n
Roku is a registered trademark of Roku, Inc. in the U.S. and in other countries. Trade names, trademarks, and service marks of other companies appearing in this press release are the property of their respective holders.<\/i><\/p>\n
<\/p>\n
View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20230926553730\/en\/<\/a><\/span><\/p>\n
Media Contacts:
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<\/b>
Roku, Inc.
\n
Eleni Tenuta
\n
etenuta@roku.com
\n<\/a><\/p>\n
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