Canadians Embrace Ad-Supported Streaming Content
Recent findings from roku reveal that a notable number of Canadians who stream television are also engaging with ad-supported content. The insights come from Roku's sixth annual Video on Demand Evolution study, which surveyed Canadian users to better understand their streaming habits.
Rising Popularity of Ads in Streaming
A striking 85% of participants reported watching content that includes in-stream advertisements. This figure marks a notable rise from the 69% recorded in last year's survey by Roku.Additionally, the average time spent viewing ad-supported material has surged from 7.3 hours per week to an extraordinary 10.2 hours.
Moreover, viewers are dedicating about 43% of their weekly TV watching time to ad-supported options. In contrast, usage of subscription video-on-demand (SVOD) services has seen a slight dip, dropping from 85% to 80%. this shift is particularly intriguing given the initial backlash against ads being introduced into streaming platforms—one of the key advantages over traditional cable was its lack of commercials.
The Allure of Lower Prices
The appeal of lower costs cannot be overlooked, especially as many people tighten their budgets globally. Ad-supported tiers often provide substantial savings for consumers. Such as, Netflix offers its basic ad-enabled plan at $7.99 per month while its standard ad-free option costs $18.99 monthly. Similarly, Disney+ charges $8.99 for its Standard with Ads plan compared to $12.99 for Standard (ad-free) and $15.99 for Premium.
This trend continues even though higher-priced tiers typically offer enhanced streaming quality and allow more devices to connect concurrently; viewers increasingly prefer these budget-friendly options rather.
The Growth of Ad-Supported Viewership
To put this into perspective, Netflix announced earlier this year that it had nearly reached 100 million active users on its ad tier out of approximately 300 million total subscribers worldwide.
The Rise of FAST Channels
Another growing segment is free ad-supported streaming television (FAST). This category includes over two hundred channels available on platforms like Roku’s own channel as well as services such as PlutoTV and Tubi.
According to Roku's report, FAST channels have gained traction among TV streamers; currently accessed by around 41%, they account for an average viewing time of about four hours weekly.
Navigating Content Choices: A Challenge for Viewers
The study also sheds light on what types of content resonate with audiences today.
Roku found that a significant portion—44%—of respondents feel overwhelmed when trying to decide what to watch next.
This prompted suggestions that companies should assist viewers in discovering appealing content tailored just for them.
Additonally,
59% expressed they would have a more favorable view towards brands promoting Canadian-made products—a clear indication that local connections matter greatly in today's media landscape.
Diving Deeper into Viewer Preferences
This research provides valuable insights into current trends within Canada’s streaming market.
You can explore the complete study on Roku’s website. To gather this data,
Roku partnered with fuse Insights and surveyed over two thousand individuals across Canada between June and July 2025—with around 1,728 being regular TV streamers.
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