More time choosing than streaming

We’ve all been there.

After a long day, you clock yourself off, slump down onto the sofa, and turn on the TV, ready to be whisked into an endless world of entertainment.

The only thing is, it’s too endless.

What are you going to watch? You scroll through countless rows on the streaming platforms, each offering perfectly viable options, but what’s right for right now?

A lack of content is not the problem. Netflix debuted 13 new shows and six new movies in January 2026. The following month, Disney+ added 24 new shows and eight new movies. It’s all quality entertainment. But making a choice about what to watch? That’s the difficulty.

It’s a 21^st century problem many of us have experienced. But did you know it’s an opportunity for advertisers?

Streamers are looking for guidance on what to watch next, with half of streamers checking out the “just released” or “top trending” sections, 38% discovering new content through the “more shows like this” options, and about the same percentage (37%) looking at automatic recommendations based on their viewing habits.

Almost all streamers (89%) are finding new things to watch within the streaming platforms. What if brands could offer their recommendations before the streamer has even opened them?

Streamers struggle to find what to watch, creating an opportunity for advertisers

 According to the 2026 VOD Evolution report, our yearly study into Canadian streamers’ behaviours and preferences, more than half (57%) have spent over 15 minutes searching.  

*Canadian streamers spend an average of 12 minutes looking for something to watch based on VOD Evolution 2026 report. 

Just under a quarter (23%) have spent more than half an hour – that’s longer than an episode of your average sitcom – searching for the right thing to watch.

Younger streamers are apparently more patient (or more careful in their consideration, depending on your point of view). On average, the longest time under-35s have spent looking for something to watch is 46 minutes.

That’s a lot of time to be lingering. And for many streamers, it takes a mental toll.

Choosing what to watch shouldn't feel stressful

In our study, more than 2 in 5 streamers (44%) said they found it “stressful” finding something new to watch on TV streaming platforms.

Almost 3 in 5 (59%) are annoyed that their favourite shows and movies are spread across “too many subscription TV services”.

This is where advertisers come in – they can offer some guidance in helping streamers discover a new favourite. There are two main ways Roku lets them do that.

How brands can help streamers find something new to watch

 Curate a themed playlist  

Advertisers on Roku can bring together themed lists of TV shows, channels, or movies, which the streamer can access directly from the Home Screen.

It’s something we know they’d appreciate – almost half (48%) of Canadian streamers said that promoted lists of content on their TV helps them find something to watch.

 Offer a content pass  

With a Movie Pass, brands can sponsor a free movie rental of a newly released title. Alternatively, a Season Pass lets them present to streamers a full season of a previously-aired Roku Original show.

This content, whether a TV show or movie, is exclusively presented by the brand, and with fewer interruptions.

Win hearts with brand affinity

These helpful moves to free streamers from the tyranny of choice may have an impact on brand sentiment. More than a third (37%) of Canadian streamers told us that they’d like a brand more if it sponsored a selection of TV shows and movies to make it easier to find something new to watch.

That’s not all – almost two-thirds (65%) said that they would find ads that help them select the TV shows, movies or live events they want to watch useful. So there’s an appetite for helpful ads.

Let’s replay that scenario from earlier. You slump down, turn on the TV, and there, on the Home Screen, is a free pass to that movie you’ve been meaning to stream, or a carefully curated playlist of shows that you didn’t even know you were in the mood for.

Relieved that a satisfying choice has been made for you, you press play. The whole decision process has taken less than 60 seconds. (Which definitely beats 46 minutes.)

 More ways to sponsor content  

Learn more about the power of discovery and what content streamers love here.