Survey On Streaming Shows Industry has Passed a “Tipping Point”: Roku

Content producers, advertisers, and marketers take note, TV streaming popularity continues to rise with 4 in 5 Canadians classifying themselves as TV streamers (versus 3 in 4 who pay for traditional TV), according to The Streaming Decade survey released today by Roku, Inc. (NASDAQ: ROKU). The annual survey provides insights into consumer TV viewing behaviors and preferences, and how the pandemic accelerated the ongoing shift to TV streaming.

The Streaming Decade survey also revealed that content such as new movie releases (72 per cent), and sports (68 per cent) is a key reason Canadians would try a new streaming service. As well, the ease-of-use, cost-savings, and content quality of TV streaming was shown to have extremely broad, intergenerational appeal among Canadian consumers.

The report also highlights generational differences between TV streaming behaviour, with 98 percent of Gen Z’s; 96 per cent of Millennials; 86 per cent of Gen X’s, and 68 per cent of Boomers using more TV streaming services in the past year.

Additional key stats from the survey:

  • 40 per cent of streaming Boomers added more TV streaming services in the past year
  • 72 per cent of consumers say having access to a new movie release is a key reason they would try a new service
  • More than 8 in 10 Canadians agree that one of the biggest factors when deciding whether to try a new streaming service is if it offers free and paid subscription tiers
  • 42 per cent of TV streamers have ad-supported service
  • 1 in 3 sports viewing audiences watch sports via TV streaming

Full survey results can be found here, and please visit their blog for additional insights and commentary on the results. 

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