Canadian TV streaming is accelerating and the pandemic has only increased this growth, according to Roku’s 2021 The State of Canadian Streaming Study.  The annual report examining Canadian TV streaming behaviour and trends found 46 percent of Canadian TV streamers have signed up for a new streaming service in the last 12 months. 

“The massive growth in TV streaming consumption is happening in tandem with the rapid decline of traditional linear TV, which represents a dramatic paradigm shift for Canadian advertising, as well as our content publishers and broadcasters,” says Christina Summers, Country Manager, Platform Business at Roku. “Not only do platforms like Roku offer great targeting and measurement tools to Canadian advertisers, but we also create an unparalleled opportunity for Canadian content to reach new and broader audiences. TV streaming offers new business opportunities for everyone in the TV ecosystem.” 

The report also revealed that streaming penetration among those ages 55+ has surged by approximately 16 percent year-over-year.

Advertising-Based Video on Demand (AVOD) consumption is also rising, with more than 50 percent of Canada’s TV streamers — or around 15 million people regularly using AVOD — offering advertisers and marketers many opportunities to better engage with customers in a more targeted and measurable way. 

Streamers appreciate the lower ad load found on AVOD channels compared to traditional TV as 74 percent of those surveyed believe there are too many advertisements on traditional TV. 

For more information, please download the full report here or visit advertising.roku.com.