In today’s fragmented media landscape, some moments still break through. Cultural flashpoints, think Valentine’s Day, the Super Bowl, Halloween, and the holiday season, create rare opportunities for advertisers to engage audiences when they’re deeply tuned in and emotionally invested.
These “unmissable moments” are more than just dates on the calendar. They’re opportunities to capture attention, build relevance, and create brand connections that stick. In Canada, many of those moments are happening on Roku - the country’s #1 TV streaming platform.1 Read on for an article packed with stats and examples of how these moments show up on Roku.
Roku is where Canada starts its streaming experience. Before deciding on content to watch, all users enter Roku’s home screen.
Streamers state that entertainment is the #1 motivator behind streaming, with 73% of users beginning streaming in a positive mood and open to discovery.2
Roku’s emotionally driven audience is ready to be engaged, and this is where brands can meaningfully connect with audiences.
With streamers struggling to decide what to watch - Roku’s capabilities can help them, and brands can sponsor this path to content.
Roku’s content and advertising strategy is built around curated, seasonal cultural moments. These high-engagement periods are thoughtfully developed for Canadian audiences - offering brands who sponsor both relevance and reach.
Content hubs, featuring relevant movies and series content, are promoted on the Roku home screen. Advertisers can sponsor these content hubs to create emotional bonds with streamers during these celebratory moments. Many of these moments revolve around shared and family viewing, capturing greater attention and emotional resonance.
Roku celebrates many unmissable moments: here are some highlights and uniquely Canadian insights.3
Roku’s seasonal campaigns go beyond traditional ad placements. Brands can sponsor seasonal content hubs, or create custom playlists with full logo visibility, pre-roll video ads supporting the content, and digital targeting capabilities, such as to heavy SVOD streamers.
Nearly half of streamers have spent 15+ minutes finding something to watch. With 47% of Roku users appreciate when a brand sponsors a collection of content,3 these packages create a huge opportunity to connect with streamers. Here are three standout packages for Q4 and beyond:
Own the holiday season on Roku. This branded content hub delivers a curated mix of popular holiday classics, festive comedies, and cozy favorites. With heavy promotion throughout the Roku platform, including the home screen, it’s an ideal package for brands looking to truly own the season.
Engage streamers with the content they loved most in 2025. Advertisers can associate their brand with the most streamed titles of the year by our streamers, as well as some popular holiday movies. Great for brand storytelling and year-end promotions. This package provides prominence and impact, reaching streamers from the home screen before they stream.
Affordable and highly targeted, this playlist format places a brand around curated titles of an advertiser's choosing, with a custom background skin, lead video ad placements, and discoverability from the Roku home screen Marquee Ad – and all housed within the Roku Channel.
Whether romantic holiday stories like Love Actually, family-friendly adventures like The Grinch, or feel-good favorites such as Roku Original’s Zoey’s Extraordinary Christmas, brands can curate from a list of titles that are best fit. It’s not just for the holidays. Think Back to School, or the Best of Summer, there are so many opportunities for brands to make a playlist that fits any moment and objectives.
Roku’s secret weapon isn’t just its scale. Streamers are engaged, positive, and open to discovering new content. They're watching with family. They’re making decisions together. They're leaning in.
That’s why unmissable moments on Roku drive unmissable visibility and engagement for advertisers.
Get in touch today with your Roku representative or agency partner for more information including pricing, impressions, and targeting capabilities.
1Based on hours streamed, Hypothesis Group Streaming Leadership Study, Canada, Q4 2024.
2 The Power On Mindset. Total audience, n=2,568, USA.
3VOD Evolution Canada, 2025 Edition | Roku Internal Data, Canada, 2024 & 2025 | GWI Custom, Canada, 2024.