Roku’s VOD Evolution 2027 study is our seventh annual look at how Canadians watch TV. Based on a survey of over 2,000 Canadian viewers, the data reveals a clear shift. Canadians are streaming more, leaning into ad-supported content, and turning to streaming platforms for everything from live channels to sports.
The numbers highlight a massive opportunity for brands:
- 27 million Canadian adults watch streaming services.
- 88% of Canadian TV viewers stream.
- 84% of streamers watch ad-supported streaming services at least once a month.
- Streamers spend almost 12 hours a week with streaming content that includes ads.
Drive impact across live TV and sports
Cable is no longer the default for live and scheduled content. Nearly 6 in 10 streamers now tune into live or scheduled channels through streaming, including FAST channels. Furthermore, 56% of sports fans stream live sports.
This shift expands reach but also creates a fragmented viewing journey. With Canadians using an average of 3.6 streaming services and spending 13 minutes searching for what to watch, advertisers have a unique opportunity to solve a problem. 7 in 10 streamers say reminder ads help them find shows or movies, and 65% value ads that guide their content discovery.
As finding what to watch becomes more and more of a struggle, the home screen can be a unique guide to everything happening on TV. Brands can get noticed there in a positive way, becoming part of the journey the moment a viewer turns on the TV, and helping them discover new channels, movies, sports, scheduled TV, and more - Ivan Pehar, Director Ad Sales, Roku Canada
Unlock the full streaming playbook
Download the VOD Evolution 2027 whitepaper for a closer look at:
- How much time Canadians spend streaming and what captures their attention.
- Why streaming is the new destination for live sports fans.
- Which ad formats drive action, from content discovery to QR codes and more.
Now in its seventh year, VOD Evolution offers a clear view of where Canadian TV is going. For brands, the takeaway is simple: streaming is not an alternative to TV. It is TV.
