Canada has always been a diverse nation. According to the 2021 Census, almost a quarter of the population were born outside the country, and newcomers are arriving all the time from all over the world to work or study – in 2023, the country’s population grew faster than it has at any time since the 1950s.
This diversity was reflected in our Video-on-Demand Evolution 2025 study, which found that a fifth of all streamers are new Canadians, with the majority having lived in the country for 10 or more years. A successful advertising strategy must reflect this diversity, but what does this look like in practice?
Our Video-on-Demand Evolution 2025 study found that a fifth of all streamers are new Canadians, with the majority having lived in the country for 10 or more years. This audience is slightly more likely than the average streamer to be watching ad-supported services (73% said they did, compared with 68% of born Canadians who stream).
Those just arriving in Canada to go to school or for better employment prospects have a lot of decisions to make in the first 12 months – they’re creating a new life.
Research by Google has found that those who have arrived in Canada to live within the last five years are more likely to switch brands, including banks, than acclimated Canadians. The research also found that, unsurprisingly, they spend 50% more in areas such as home and furnishings.
This was also reflected in our study, which found that new Canadians – defined in our research as those born outside the country – are more likely to be reachable through ads. Brands should be present in these first crucial few months, and demonstrate in their messaging that they understand their priorities and concerns.
It’s important to note here that new Canadians are not a homogenous group – they’re arriving from many different countries, and for different reasons. With Roku, brands can segment audiences and personalise creative and messaging so that TV streamers are served the most appropriate and engaging ads.
For any brand advertising in Canada, one of the first points to consider is language. Nearly a quarter (23%) of addressable Canadian TV streamers speak French.
To serve Canada’s French-speaking audience, Roku introduced the TVA+ platform to subscribers in 2024, which is part of the Roku Audience Network, where TVA+ can be part of an advertiser’s video buy along with other apps and FAST channels.
There are other languages to consider beyond English and French, however. Mandarin is the language most often spoken at home for nearly half a million people in Canada, and Punjabi, Cantonese and Tagalog are almost as widely spoken.
This is something to bear in mind when it comes to ad messaging: A 2022 study by Publicis Media and the Angus Reid Institute among 500 newcomers to Canada found that 38% appreciated when communications were delivered in their native language.
Research by Google found that 69% of “newcomers” – those who have been in Canada for less than five years – pay attention to ads in their own language. Although this study refers to search ads, it is not unreasonable to suppose that this would also apply to TV ads.
Our study found that while most new Canadians observe Christmas and Easter, they’re also more likely than average to celebrate the Lunar New Year, and far more likely to observe Diwali and Ramadan.
With TV streamers observing a range of different holidays and events, brands have the opportunity to make an impact all year round. Nearly three-quarters (73%) of newcomers like it when brands celebrate holidays from their own and other cultures, according to research by Google.
And of course, it’s not only religious holidays advertisers should be thinking about – our study found that new Canadians are also slightly more likely than average to observe Black Friday.
Canada’s population continues to diversify – under Canada’s Immigration Levels Plan, more than 360,000 people will arrive each year for the next few years. Statistics Canada projects that by 2041, up to a third of Canadians will have been born outside the country, while the total indigenous population will grow to up to 3.2 million (from 1.8 million in 2016).
For continued success in a country as diverse as Canada, brands must remain agile, thinking about how they can serve and build loyalty with new Canadians as they arrive, and ultimately aim to reflect society as a whole.
To find out more about the diversity of the Canadian TV streaming audience, including what and how they like to watch, download Roku’s Video-on-Demand Evolution 2025 report.