Our mobile devices may have extended the ‘where and when’ we can watch TV, whether that be catching up on last night’s sports on the morning commute, or keeping the kids entertained with Bluey on a road trip.
They may be the winner in terms of convenience, but for the viewing moments that really matter, nothing beats the TV screen.
This is great news for brands – ads on TV are more engaging and memorable, and combined with digital, can let customers convert there and then.
Why TV still beats every other screen
Given its size and prime location in the household, the TV screen is understandably still the best screen for watching TV content, meeting needs other smaller screens just can’t.
Better look, better sound, better all-round experience
For most streamers, TV simply provides a better viewing experience than you can expect from other devices.
VOD Evolution, our annual study of Canadian TV streaming preferences, found that smart TV remains by far the most popular way for streamers to watch TV. More than 4 in 5 (82%) streamers watch TV this way – twice as many who watch through their mobile phone (41%) – and this rises to 93% when you also count those using a streaming stick.
Meanwhile, the proportion of Canadian streamers watching TV-quality content on their computer or laptop is trending downwards, from just over half (52%) in 2022, to 2 in 5 (41%) today.
And speaking of other streaming devices, it appears many Canadians have acquired one since last year – in fact the proportion of streamers in the survey who said they use a Roku device increased by 36% in the past 12 months.
Context matters, too. 76% agreed that streaming movies and TV shows on the living room TV is a better experience than watching on other devices. This makes sense – streamers are more likely to be relaxed watching from the comfort of their sofa, perhaps in the company of loved ones.
TV advertising makes a greater impact
Research among Canadians by Ipsos and thinktv found that TV advertising is seen as the most compelling form of advertising. It’s no surprise – we’re less likely to be distracted when watching TV on a TV screen, rather than on a smaller device, and the storytelling on the medium can make more of an emotional impact.
Advertising on TV is also more trusted and memorable than ads on other media. When Canadians were asked which media source, out of TV, YouTube and social media, is most likely to carry advertising that sticks in the memory, TV emerged as the most cited with 40% – more than four times higher than YouTube.
How digital enhances TV streaming advertising
It’s clear: TV advertising works. According to our research, almost two-thirds (63%) of Canadian streamers have taken an action in response to an ad, such as visiting a brand’s website, buying the product or service advertised while watching TV, or scanning a QR code on the TV screen.
Smart TV offers new ways of responding to TV ads, including accessing discount codes through interactive ads, even ordering things directly from the TV through their remote control.
By letting brands select the audiences they wish to reach, measure the effectiveness of their ads, and even let streamers instantly respond to ads, digital can make TV advertising yet more powerful. Roku lets brands serve ads streamers can interact with, letting them unlock discounts with their email address, for example.
With more than 400 customer segments, we understand our subscribers, too – whether they’re a heavy streamer or are into sports – so we can reach the right person at the right time.
To find out more about how Roku can help brands reach audiences through smart advertising, and how Canadian streaming behaviour is changing, download Video-on-Demand Evolution Whitepaper: 2026 Edition.
