At Roku, we often say that 2020 was the kickoff to “the streaming decade.” In Canada, our data from the study we conducted with Fuse Insights shows that this has become even more true in 2021. TV streaming is an ever growing, important part of Canadian’s everyday lives, and research proves that the number of Canadians of all ages who are active, engaged TV streamers is increasing at a rapid clip. And we’re only getting started. Here are some of the key takeaways from our State of Canadian Streaming: 2021 Report.
More than 75% of Canadian households are streaming*. As technology continues to evolve, Canadians across provinces and generations are finding TV streaming to be a user friendly, cost effective, and easily accessible alternative to the traditional linear TV they grew up with. This year’s survey indicates that streaming is growing across all generations; not just with tech savvy millennials. As our very own (Vice President of Platform International) Mirjam Laux said in regards to this subject, “The future of TV is streaming, and the pandemic has only accelerated this trend."
When it comes to the types of TV streaming services Canadians are using, the rise of ad supported streaming video, or AVOD, has proven to be a valuable complement to Canadian streaming consumption habits. Our survey saw that more than half of Canadian streamers watch free, ad-supported content through their TV.
AVOD has become a fast-growing segment in TV streaming because it accomplishes two important objectives for consumers: it replicates an experience they know and love from traditional linear TV, and it is a cost-effective (free) addition to paid subscription video on demand services (SVOD).
With TV streaming becoming a dominant force in Canada’s TV consumption habits, Roku is uniquely positioned to offer a connection point between this growing population of TV streamers, and marketers hoping to reach and engage audiences that reflect Canadian society at large. We only see this number of streamers growing, and as Canadians increasingly cord-cut they are becoming more unreachable on traditional linear TV. In fact, our survey found that 60% of Canadian TV streamers surveyed say that streaming services are ‘the only TV service they really need.’
Register below to download our latest white paper providing an in-depth analysis of our findings surrounding the state of TV streaming in Canada in 2021, and how your brand can harness the power of TV streaming advertising to reach Canadians.
*Source: Estimate using MTM data up to Fall 2020, as cited by CBC, Media in Canada