Changing habits of Canadian TV streamers are windows of opportunity.
75% of Internet users in Canada are TV streamers and 34% of TV streamers have never had cable.
VOD Evolution is the 4th consecutive study by Roku on the state of TV streaming and TV streamers in Canada. The study covers: reasons for shifting shopper habits, along with shifting streaming habits and why TV is the preferred platform where the streaming wars are playing out.
Our study shows persistent fluid movement in and out of different paid for and free video-on-demand (VOD) services and offerings. 48% of TV streamers are FlexiVODs - Consumers considering changing TV streaming habits in response to evolving TV streaming offerings and programming availability, a figure that remains constant on last year.
This year, TV streamers are…
- 44% Cord cutters or cord nevers; TV streamers not accessing cable, up from 41% last year.
- 57% Changing the brands they buy due to inflation and rising prices
- 63% Considering accessing ad-supported streaming including AVOD, BVOD, and now, ad-supported subscription (ADSVOD) services such as Netflix and Disney+
- 70% Taking actions from TV Ads
- 89% Planning at least one big life change, investment, or major purchase in the next 12 months
More ad supported TV streaming is the highlight for advertisers. It is also a call out to be mindful with this opportunity of the pressures consumers have - 95% of TV streamers say they have at least one modern day tension they are dealing with.
And, over the next few years, over half of all TV streamers are concerned about inflation (54%), the everyday cost of living and paying bills (54%) and health and wellbeing (49%).
TV streamers and modern day tensions in the next few years:
Although these findings appear to paint a gloomy picture for the years ahead, the good news is that the 2024 outlook by TV streamers vs their 2023 sentiment is more promising.
The absolute percentage of people citing future concerns vs past concerns has abated, meaning there is a little bit more room to breathe and windows of opportunity for advertisers can be found.
TV streamers have fewer concerns on average now than they did last year ('worries' averaged 6.6, vs 7.4 last year). This appears to be due to the easing of restrictions on movement and having greater freedom to travel to see loved ones with only 27% concerned vs 43% last year.
Discoverability and innovating for better TV
There is also much more to be done as TV streamers highlight frustrations with our industry changes. Find out just how much time is being spent looking for something to watch. While staggering, a market of receptive TV streamers open to new information can be a gift for advertisers.
During times of change, people are more sensitive to new information — good news for advertisers who want to make an impression.
The white-paper covers:
- Changing habits of Canadian TV streamers
- Chapter 1: Smart TV adoption and TV streaming continue to grow
- Chapter 2: The VOD Evolution: FlexiVODs and more ad-supported TV streaming
- Chapter 3: Discoverability and innovating for better TV
- Chapter 4: Advertising across the TV streamer’s journey
- Executive Summary: 5 key learnings every advertiser can apply today
- Along with Key Facts, Glossary, Methodology and about Roku
To download the full report, fill out the form below:
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Source: Roku VOD Evolution 2024. Canadian adult internet users . Base: All respondents/ all streamers/ non-streamers (2,036 / 1,535/ 501).
