The IT Nerd

It’s safe to say we’re currently in peak ‘cuffing season.’ 

If you haven’t heard the term before, ‘cuffing season’ defines the phenomenon of people looking for partners during the fall and winter. The trend is discernible enough to be recognized by relationship therapists, dating apps and Merriam-Webster but it’s the resulting behaviours of ‘cuffing season’ that digital advertisers should take advantage of. Namely, an increased volume of couples cuddling up on the couch. 

Thermoregulation is tied to our evolution, so it’s natural for humans to cuddle more during cold weather – and what goes perfectly with a cold day, cuddled up on the couch? Streaming comfort TV content like rom-coms, sitcoms, holiday and rewatching old favourites. 

In fact, according to a recent Roku survey, 45 per cent of TV streamers love spending time watching shows and movies they’ve watched before. Moreover, while Canadians watch almost 22 hours of television a week, overall streaming begins to spike at this time of year, and weekend streaming increases by 10 per cent across October and November in comparison to an average day. 

With increased streaming time comes increased watching of advertising video on demand (AVOD). In general, an average of 4 in 10 (41 per cent) Canadians are watching AVOD or broadcaster video on-demand (BVOD) services every month. 

Nowadays, we have extraordinary technology at our disposal to reach audiences during an under-the-radar period like cuffing season. Not only that, but with ad tech tools available via streaming, there are opportunities to reach viewers in much more unique and personalized ways with messages that appeal to them (and their loved ones’) needs. 

Consider the call-to-action for greater engagement  

TV streamers are more likely to engage with ads compared to non-streamers (70 per cent of TV streamers vs. 54 per cent of non-TV streamers). For instance, after seeing an ad, TV streamers are more likely to visit a brand’s website or online shop (38 per cent), search for more information on a product (36 per cent), or place items in an online basket to buy later (25 per cent) – all while continuing to stream their favourite shows and movies. 

Given this, call-to-actions that are reflective of the cuffing season trend, such as demonstrating where a person can pick up their cozy movie-night in essentials, are the key to making the most of the TV streaming environment.  It is also a great environment for food delivery and QSR clients to be top of mind and make it easy for consumers to order in and enjoy at home, further enhancing the at home experience.

Rethinking the ad formats to drive audience engagement

To capitalize on more streaming time during ‘cuffing season,’ I recommend advertisers and marketers explore and experiment with new ad formats and creative. 

Video Action Ads, for example, are a form of interactive video ad tech that are rising in popularity  and becoming more commonplace in Canada. These ads allow consumers to engage directly with campaigns through their remote. Streamers can opt to download an app, receive a coupon, or sign up for more information via their remote, making the user experience for an audience already primed to engage with ads much simpler. 

For brands, they can also measure engagement on their campaigns – not just reach – which is quickly becoming a key measurement in the digital ad and marketing space. 

Leveraging ad-tech for deeper insights 

When it comes to cuffing season, the content consumers are viewing shifts. It may not be exclusively holiday content (at least maybe not in November), but it could be rewatching favourite movies or TV shows while bundled up and escaping the cold, which, in general, is the way in which streamers spend 18 per cent of their viewing time. 

With shifting viewing habits comes the need for ad tech targeting capabilities that capitalize on content, not just demographics or psychographics. That’s where Automatic Content Recognition (ACR) technology comes in – a key benefit of the TV streaming ecosystem. 

ACR identifies TV content played on smart devices and matches it with metadata, such as genre and TV channels, to help advertisers optimize their screen investments. Content can be anything from linear to streamed TV, to gaming content and even advertisements themselves. 

ACR enables advertisers to analyze content consumption behaviours through video ‘fingerprints’ (with an explicit consumer opt-in, of course), which are then matched to an extensive catalogue of linear channels, advertisements, and games. On a second-by-second basis, ACR tech gives advertisers and marketers unprecedented insight into the type of content audiences watched on linear TV, or what ads they saw, and how much of that ad they watched. Overall, with the ability to control reach, optimize frequency of display, and enhanced targeting based on time frames, ACR tech is a key measurement tool advertisers and marketers can leverage to maximize ROI in TV streaming during ‘cuffing season,’ to get the most bang for their buck, and ensure it all plays nicely into omnichannel campaigns. 

Cuffing season may have begun as a light-hearted, internet trend, but thanks to ad tech, we’re seeing that this ‘meme,’ is more grounded in tangible data than we may have thought. For advertisers and marketers, leveraging creative, interactive ad formats and ad tech tools that come with streaming platforms, like Roku, is a great way to extend reach during this untraditional advertising period, and maximize ROI to audiences just before the crowded holiday advertising season. 

Today, Roku and CBC announced the national public broadcaster’s streaming service,CBC Gem, is now available on the Roku platform in Canada. CBC Gem is home to essential Canadian series and a curated selection of acclaimed, best-in-class content from around the world, as well as more than 800 documentaries, 500 hours of ad-free content for kids and tweens, and over 200 Canadian feature films. The addition of CBC Gem gives Roku users access to more than 6500 hours of live and on-demand programming for free on their Roku streaming player or Roku TV. Radio-Canada streaming service ICI TOU.TV has also launched on Roku devices in Canada. 

Starting today, Roku users can stream all seasons of past CBC hit original series, including “Baroness von Sketch Show” (seasons 1-5); “Kim’s Convenience” (seasons 1-5); “Schitt’s Creek” (seasons 1-6); and “Workin’ Moms” (seasons 1-7), as well as previous seasons of current popular CBC original titles “The Great Canadian Baking Show,” “Heartland,” “Murdoch Mysteries,” “SkyMed,” and “Sort Of,” with new seasons to look forward to this fall.   

In addition, users will have access to new original titles premiering this fall, including “Black Life: Untold Stories,” “BlackBerry,” and “Bones of Crows.” New episodes of the latest season of fan favourite “The Great British Baking Show” are now available weekly on CBC Gem, plus all past seasons.  

Roku users can also access programming from one of Canada’s most trusted news sources, including a free 24/7 ad-supported streaming (FAST) channel and live streams of 14 local newscasts on CBC channels from across the country. 

Availability Roku users can add the free CBC Gem app to their home screen directly from the Channel Store on the Roku platform. Authenticated users can sign into CBC Gem on the Roku platform using their existing login credentials. For more information about Roku, please visit www.roku.com. 

CBC Gem is available free as an app for iOS and Android devices, online at CBCGem.ca, and on TV screens via Roku, Apple TV, Google Chromecast, Amazon Fire TV, Android TV and Xbox. Additional platforms will be announced soon. Free 24/7 ad-supported streaming (FAST) channel CBC News Explore is also currently available on The Roku Channel app at channel 105 in Canada and the United States. 

Roku has announced that three new features and an updated Streaming Store experience are coming to Canadian consumers, providing a more convenient and efficient way to discover, access, and stream entertainment. The new features will be rolled out over the coming months and will be available on Roku streaming players and Roku TVsTM. Roku is also introducing a new channel store experience to all platform users that highlights content through deeper integration with streaming services.

What to Watch

What to Watch is a new destination added to the Home Screen Menu, a visual guide to popular movies and TV shows from a variety of streaming channels, including Netflix, Disney+, Prime Video, Discovery Plus, and more. What to Watch provides easy access, a personalized selection of new titles that were recently added, recommendations for users based on popular and trending content, and so much more.

Continue Watching

Within the What to Watch experience, consumers will find the Continue Watching row, which makes it easier than ever for users to resume watching TV shows and movies they were previously streaming. Continue Watching gives users a single location to jump back into the content they are watching, from a selection of streaming channels including Netflix, Disney+, Prime Video, and The Roku Channel, with more channels to come.

Save List

Users can now easily save movies and shows from across the Roku platform, by creating a Save List of content they want to stream later. Located within What to Watch on their Home Screen Menu, aswell as the Roku Mobile App, the new Save List provides a single destination for users to quickly access and stream content they’ve previously saved. Users will see a “Save” option on movie and TV show details pages, allowing them to add that title to their list with a press of a button.

Streaming Store

The new Streaming Store offers users a more visual, immersive destination to browse, search, and add free and paid channels to their devices. Within the Streaming Store, users will also be able to navigate through different categories to easily find and shop for new streaming content. The Streaming Store will appear on devices in the coming months and will be expanded over time to give users a more streamlined and integrated shopping experience on the Roku platform.

Roku today announced the arrival of QLED Philips Roku TV models in Canada. The new range of Philips smart TVs offers advanced picture quality to consumers featuring QLED display technology, Dolby Vision, and 120 Perfect Motion Rate. Those features, combined with the Roku operating system (OS) make these TVs not just great to watch, but also easy to use. The QLED Philips Roku TV models will be available this August, at select Best Buy locations and available to consumers starting at $549.99 for the 50” model. 

The QLED Philips Roku TV models are available in four sizes ranging from 50” to 75” and include the following features:

• 4K Ultra HD QLED Display – Quantum Dot LED technology on a 4K Ultra HD screen delivers an extraordinarily vibrant and life-like picture to enhance your viewing experience. See a wider range of color, contrast, and brightness in your favorite movies and TV shows. 
• Dolby Vision and Dolby Atmos® – The richer colours and greater contrast of Dolby Vision come together with the multidimensional sound of Dolby Atmos® to deliver a cinematic experience across your favourite entertainment.
• 120 Perfect Motion Rate – 120 PMR delivers ultra-smooth motion sharpness to your TV. Showcase sports, movies, or any fast-paced scenery with incredible clarity, so you never miss any part of the action.
• Sleek Borderless Design – Enhance the look of any room with a modern three-sided borderless display on an elegant, brushed metal stand.
• Access to The Roku Channel – Stream an always changing selection of hit movies, shows, 115+ live channels, and award-winning Roku Originals for free.
• Universal Search – Find new entertainment. Simply search by title, actor, or director to find shows or movies to watch.
• Free Roku Mobile App – Control the TV via the mobile remote and use your mobile device as a keyboard—available on both Android and iOS.
• Private Listening – Tune into your favourite entertainment without waking the rest of the house.
• Automatic Software Updates – Receive new streaming channels and features automatically without lifting a finger.

The QLED Philips Roku TV models feature Quantum Dot LED technology on a 4K Ultra HD screen, delivering a wider range of colour, contrast, and brightness output compared to traditional LED TVs. The TVs also boast Dolby Vision which goes beyond ordinary HDR, with richer colours and brighter contrast to deliver stunning visuals. These advanced features are packaged in a beautifully designed TV with a three-sided sleek borderless display on a brushed metal stand to enhance the look of any room.

The Roku OS on these models offers consumers a wide selection of free and paid streaming channels in a simple-to-use TV experience, whether they love watching broadcast TV or are avid streamers. On the customizable home screen, all traditional inputs and streaming channels come together, allowing users to personalize their TV to their needs. To discover something new to watch, consumers can leverage the built-in universal search across the top channels, with results ranked by price. In addition, consumers have access to The Roku Channel, including the latest Roku Originals Morimoto’s Sushi Master and Match Me in Miami now streaming free.The QLED Philips Roku TV models will be available for purchase this August at select Best Buy locations. For more information, please visit roku.com or www.philips.ca.  

By Christina Summers, Country Manager, Roku Canada

As more and more Canadian households move their entertainment time to TV streaming, including ad-supported TV (52 per cent) according to Roku Canada’s Video on Demand (VOD) Evolution Study, it opens up greater possibilitiesfor marketers and advertisers to extend their reach, gain deeper insights, better target, attain stronger measurement, and ultimately achieve a solid ROI via TV streaming. 

For those looking to engage with Gen Z, who currently hold $360 billion in disposable income, and are set to become the largest cohort of consumers, the opportunities are endless. For one, they’ve been dubbed the “streaming generation.” On average, Gen Z spent five minutes more per day streaming in 2022 than in 2021. Secondly, research shows that Gen Z is an entertainment-driven generation, with bite-sized ads being more effective to capture their attention than longer ads. Gen Z also prefers content that’s relevant to their interests and a lighter-ad load than what’s available on traditional TV. With these insights in mind, here are the top trends, and ways in which marketers and advertisers can better reach this key audience. 

Shifting ad consumption preferences 

Most TV streamers feel there are too many ads on cable or satellite, and for Gen Zs this is even higher. Often, too many ads result in segmented viewing time or drop-off. For advertisers, that almost always puts a dent in ROI. Advertisers can easily get around this challenge by tapping into ad-supported streaming as viewers are met with a much lighter ad load compared to traditional cable. For example, during a one-hour streamed program on The Roku Channel, a streamer would see eight minutes of ads compared to linear TV’s 12 minutes of ads. This lighter ad load is preferred by many viewers – especially due to the limited, eight-second of Gen Z. 

With that, advertisers can re-evaluate their creative, ensuring it’s tight, personalized, and effective within a shorter amount of time. That’s where ad formats come into play. 

Ad format considerations to drive engagement 

Interactive ad formats such as QR codes, personalized videos, display ads, action ads, and the “OK” button on the Roku remote, for example, make it easier for viewers to get the information they want from an ad. In fact, 76 per centof TV streamers take measurable actions after seeing TV ads. This includes Gen Zs (28 per cent) who grew up with the ease and convenience of online shopping and are more likely than other generations to immediately buy a product through an app while watching TV. 

Take QR codes, for example, which made a comeback during the pandemic. They are an effective way for advertisers and marketers to share additional information through TV streaming – and TV streamers are open to it: 21 per cent will consider using QR codes from streaming TV ads in the future, showing the opportunity for advertisers and marketers to offer more information beyond the ad creative, as well as links to online shopping. Unsurprisingly, young consumers are much more open to scanning a QR code on an ad, with 30 per cent of 18 to 24-year-olds agreeing that they would consider using a QR code from TV streaming ads in the future – more so than all other age demographics. 

Gen Z is also more inclined to pay attention to ads that reflect or are relevant to their mood (51 per cent) and prefer when the tone of a TV ad matches the program it’s in (40 per cent) like a comedy show with funny ads. This opens interesting opportunities for marketers and advertisers to model their creative to the type of show their target audiences are watching to better engage with their Gen Z audiences. 

 So.., how do we measure it all?

Knowing how to target the Gen Z audience is one thing, but ensuring you have the data to continue targeting this demographic properly is the next step. TV streaming ads offer deeper insights to traditional forms of advertising with access to third-party libraries and thousands of consumer segments across over-the-top (OTT) platforms. 

With stronger engagement capabilities, and ads being more engaging to consumers in general – especially tech-savvy Gen Zs – TV streaming audiences are primed to convert more than other forms of advertising. Especially as data shows a steady increase in the number of Canadians “cord cutting” year-over-year. 

With more and more Canadians shifting to TV streaming, the future of all TV advertising is streaming. Advertisers and marketers should consider these trends in format and creative when building out future campaigns for this year and beyond, especially when we see how the youngest demographic of digital natives prefers ad features that are unique to TV streaming. The opportunities for TV streaming ads are there for advertisers and marketers, and their audiences are well-prepared for the shift. 

Self-serve TV Streaming ad platforms, like Roku’s OneView, enable agencies and marketers to execute full-funnel marketing strategies on the TV screen more efficiently than traditional, linear TV spots, all while reaching an increasing number of consumers through targeted advertising. In 2023, TV streaming will open a world of opportunities for advertisers, and those focused on how to best integrate within their holistic strategies are likely to reap the benefits now and in the future. 

To learn more about Roku’s advertising offerings, visit: https://advertising.roku.com/en-ca

Today, Roku announced the availability of Cogeco’s EPICO streaming TV service on its platform in Canada. With EPICO, Cogeco subscribers can watch live and on demand TV and access their TV recording directly on their Roku streaming player or Roku TV. For the second year, Roku is in the top position as Canada’s #1 TV streaming platform, based on hours streamed, according to a recent study conducted by the Hypothesis Group.

Availability
Roku users can add the EPICO app to their home screen directly from the Channel Store on the Roku platform. To access, users can sign in to EPICO on the Roku platform using their existing Cogeco login credentials. For more information about Roku, please visit www.roku.com.

Today, Roku revealed the results of its third annual Video-on-Demand (VOD) Evolution study, examining Canadian TV streaming behaviours and trends. According to the study, three quarters (76 per cent) of Canadians are TV streamers, and ad-supported TV is on the rise with over half (52 per cent) tuning in.

The current macro-economic situation seems to have had an impact on Canadian TV households, with 18 per cent planning to cancel or downgrade their cable/satellite package in the next 12 months, and 47 per cent of respondents looking to make some changes to the selection of TV streaming services they use.

Streaming shifts and the FlexiVOD emergence in Canada 

Whether they’re downgrading from paid to free, upgrading from free to paid, or even resubscribing to services, TV streamers are on the move. With more services available than ever before, consumers carefully pick and choose what they pay for. This FlexiVOD trend is likely influenced by the fact that 57 per cent of TV streamers feel they have less disposable income than before.

When it comes to content, live TV is winning popularity, with 49 per cent of Canadians watching live TV such as sports and other key events on demand through TV streaming. This is a significant increase from 30 per cent using VOD services to stream live TV in 2020.

The rise of ad-supported TV: A deeper dive 

As ad-supported TV popularity grows, Canadian TV streamers are spending five hours per week with it (an increase of 14 per cent year-over-year, which also includes BVOD). The majority (76 per cent) are also taking measurable actions such as searching for more information, visiting the brand, adding to basket, and more after seeing the ads.

When it comes to consumer preferences for TV advertising, nearly half (48 per cent) of streamers under 35 say they prefer when the tone of a TV ad matches the program in which they see it; and 47 per cent say they’re more likely to pay attention to ads that reflect or are relevant to their mood. Some Canadians are also interested in engaging with ad formats such as QR codes.

Additional insights: 

• 29 per cent of streamers are “Cord Nevers,” i.e., consumers who have never paid for cable.
• The average age of monthly TV streamers is 44.
• More streamers are collectively watching programming with subtitles – 86 per cent of anglophone streamers and 64 per cent of francophone streamers – compared to dubbed content.

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

About Roku’s VOD Evolution Canada Survey

Roku’s 2023 Video on Demand (VOD) Evolution study examined Canadian TV streaming behaviour and trends. This is Roku’s third study of Canadians’ TV streaming habits, and an update to its research in 2020 and 2021. 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 July and August 2022, with a sample size of 2,001 Canadians nationally representative by age, gender, and geography.

Roku has announced at CES that they are entering the TV market. Now you’re likely wondering what I am talking about as Roku has partnered for years with companies like TCL, Sharp, and RCA among others to bring Roku powered TVs to market. Valid point. Let me clarify. Roku has announced that they are going to make their own TVs that are independent from their partners:

Building on Roku’s TV streaming leadership and decades of experience, as well as its successful Roku TV program, the new Roku-branded TVs combine the company’s award-winning operating system with its deep expertise in TV hardware, offering more choice and innovation to both consumers and Roku TV partners.  

Available in 11 models ranging from 24” to 75”, the new Roku Select and Plus Series TVs will focus on the features that streamers have come to love. All HD offerings will include Roku Voice Remotes, while all Plus Series TVs will come with Roku Voice Remote Pros. Roku-branded TVs will offer an expanded audio ecosystem, using the all-new Roku TV Wireless Soundbar, to make consumers’ home theater set-up simple and wire-free. Additionally, all Roku-branded TV models will continue to offer fan favorite features including Find My Remote, Private Listening, and access to great content like live TV and sports.

This will be interesting because if I am Sharp, TCL or RCA or any of Roku’s partners, I’d be wondering if Roku is ditching them to make more money. And if they should ditch Roku for Google. I guess that’s why Roku tossed this into the same press release:

In addition, today Roku is announcing a premium OLED TV reference design, now available to Roku TV partners.

Maybe that’s an attempt to keep their partners from rage quitting on Roku. Regardless, like I said earlier, this will be interesting to watch. These new Roku TVs are coming in the springtime in the US at a cost of $119 to $999 for the full lineup of 24” – 75” models. 

Roku, Inc. and Bell Media have announced the launch of TSN on Roku® streaming players and Roku TV models, in a continued partnership with Bell Media. As the #1 TV streaming platform in Canada, Roku continues to expand its content library for Canadians across the country. Canadian Roku users will now have access to live and on demand programming from TSN, Canada’s Sports Leader.

Starting today, Roku users can stream sports content including: the CFL season, culminating with the Grey Cup; IIHF Women’s and Men’s World Championships and the World Juniors; comprehensive coverage of the Toronto Raptors and the NBA; regional NHL broadcasts; FIFA World Cup™; extensive live coverage of the NFL; golf Majors and tennis Grand Slams; plus MLS, F1, NASCAR, UFC, NCAA March Madness, and much more.

To access, users can sign in to TSN on the Roku platform using their existing TSN login credentials, and new users can sign up directly via Roku Pay.

Availability

Roku users can add the TSN apps to their home screen directly from the Channel Store on the Roku platform. For more information about Roku, please visit www.roku.com