TV streaming is mainstream.
8 in 10 TV viewers are TV streamers. For the first time ever, more than half of all TV viewers are now addressable audiences who watch ad-supported TV streaming.
VOD Evolution is the 5th consecutive study by Roku on the state of TV streaming and addressable TV advertising audiences in Canada. The study covers:
- Sizing up addressable TV streaming audiences
- Identifying addressable TV streaming advertising opportunities
- Tips to building ad campaigns across the modern-day TV ecosystem
Addressable TV streaming audiences, i.e., audiences who watch ad-supported TV streaming, have grown +25% in the last year from 44% to 55% of all internet users.
For the first time ever, brands can now reach the majority of TV viewers through TV streaming advertising.
This year, of all TV streamers:
- 69% are addressable, up from 59% last year (+17% YoY)
- 74% have taken action from ads seen on TV
- 47% are FlexiVODs, TV streamers planning to make some change to subscription TV streaming services they use in the next 12 months
- 46% use ADSVOD, an ad supported subscription service, up from 31% last year (+48% YoY)
When is the best time to reach TV streamers?
New for this year, is a closer look at uncovering ad vs non ad supported viewing habits to help with media planning.
The study takes a look at the average viewer habits and peak moments across an average weekday and weekend, by time of day and types of content viewing.
At breakfast time, live TV is most important. Live TV is not only viewed on cable, but also in FAST (free-ad-supported channels) through TV streaming.
The picture changes throughout the day, and this report highlights these differences to help with building a holistic TV advertising plan, including revealing which age group is the most elusive to advertisers as they spend most of their time within ad-free TV streaming.
Streaming behaviours of a growing multi-lingual, multi-cultural, and multi-faith Canada.
Canada’s already diverse population continues to grow, surpassing 40m just last year. In 2023, the growth rate was the fastest since the 1950s. This diversity flows into TV streaming viewing choices.
Nearly half of Anglophone streamers watch non-English TV shows and movies, and the majority of Francophone streamers watch content in languages other than French.
The big screen is unbeatable.
‘We Time’, or family/social time watching TV-quality content, is a lucrative opportunity for advertisers. 68% of all TV streamers say that the TV meets their need to view with others, 7x more than mobile and 6x more than PC. Find out in the report how TV fulfils other need states such as ‘Me Time’, and how to create media plans around these moments.
TV advertising works... and it's getting smarter.
Nearly three-quarters of TV streamers have responded to a TV ad they’ve seen, and the Smart TV is helping to remove the friction from path to purchase, encouraging engagement with ads. Roku’s shoppable action ads do this.
Canadian TV streamers modern day tensions in the next few years.
96% of TV streamers say they have at least one modern day tension they are concerned about in the next few years. Nearly every concern increased in absolute percentage on the previous year.
The cost of living continues to rank number #1 (58%). Global instability has grew from 40% in 2023 to 49% in 2024. The concern with the biggest increase was social media, such as fake news and getting hacked, with 39% of TV streamers citing concerns (up from 29% in the previous study).
Advertisers need to consider their campaigns around modern day tensions which many TV streamers have.
Download the whitepaper below to find out more about addressable TV streamers in Canada.
The whitepaper covers:
- Introduction: Addressable TV streaming is mainstream
TV Streaming and VOD Evolution 5 years on - Chapter 1: Who are the addressable TV streamers?
- Chapter 2: Reaching Canada’s TV streamers
Prime time | Real time | Make time | Me time | We time - Chapter 3: Building ad campaigns that work
- Executive summary
- Along with key facts, profiling, glossary, methodology and about Roku
