Streaming has become the norm in Canada, but as audiences gain more choice, finding what to watch and where to watch it is becoming increasingly complicated.
New Canadian research from Roku finds 88% of TV viewers now stream, while 74% watch ad-supported streaming. At the same time, 66% of Canadian streamers say there are too many streaming services to keep track of, and 61% don’t always remember which platform has the show or movie they want to watch.
For advertisers, the findings point to an interesting shift heading into 2027: the opportunity isn’t simply reaching Canadians on streaming, but finding useful ways to connect with them throughout an increasingly fragmented viewing journey.
A few findings:
- Canadian streamers spend an average of 11.9 hours a week with ad-supported streaming, up from 10.2 hours in 2025.
- Streamers spend an average of 13 minutes looking for something to watch, and one in five routinely spends more than 20 minutes searching.
- 78% say ads that help them find or remind them about movies and shows to watch would be useful.
- 67% have taken some form of measurable action after seeing a TV ad, from searching for more information to visiting a brand website or making a purchase.
Read more here: Overwhelmed by Choice, Canadians Spend About 80 Hours a Year Deciding What to Watch on TV, New Study Finds
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This entry was posted on October 1, 2026 at 12:58 pm and is filed under Commentary with tags Roku. You can follow any responses to this entry through the RSS 2.0 feed.
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88% of Canadian TV Viewers Are Streaming. Now Comes the Hard Part…
Streaming has become the norm in Canada, but as audiences gain more choice, finding what to watch and where to watch it is becoming increasingly complicated.
New Canadian research from Roku finds 88% of TV viewers now stream, while 74% watch ad-supported streaming. At the same time, 66% of Canadian streamers say there are too many streaming services to keep track of, and 61% don’t always remember which platform has the show or movie they want to watch.
For advertisers, the findings point to an interesting shift heading into 2027: the opportunity isn’t simply reaching Canadians on streaming, but finding useful ways to connect with them throughout an increasingly fragmented viewing journey.
A few findings:
Read more here: Overwhelmed by Choice, Canadians Spend About 80 Hours a Year Deciding What to Watch on TV, New Study Finds
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This entry was posted on October 1, 2026 at 12:58 pm and is filed under Commentary with tags Roku. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.