Extra Than Half of Canadian TV Streamers Now Stream Advert-Supported TV

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“FlexiVODs” emerge: 47 per cent of TV streamers are contemplating altering streaming subscriptions

  • 76 per cent of Canadians are actually TV streamers, and 18 per cent plan to cancel or downgrade their cable or satellite tv for pc bundle
  • Greater than half of Canadian TV streamers watch ad-supported TV

TORONTO — Roku revealed the outcomes of its third annual Video-on-Demand (VOD) Evolution research, inspecting Canadian TV streaming behaviours and developments. In keeping with the research, three quarters (76 per cent) of Canadians are TV streamers, and ad-supported TV is on the rise with over half (52 per cent) tuning in.

“TV streamers are extra responsive on streaming platforms to adverts than non-TV streamers who see adverts on TV, which could be attributed to the lighter ad-load by TV streaming”

The present macro-economic scenario appears to have had an influence on Canadian TV households, with 18 per cent planning to cancel or downgrade their cable/satellite tv for pc bundle within the subsequent 12 months, and 47 per cent of respondents seeking to make some adjustments to the collection of TV streaming companies they use.

“For Canadian TV streamers, flexibility for the kind of leisure they need, anytime they need, is what makes streaming so interesting,” stated Christina Summers, head of promoting in Canada, Roku. “The expansion in TV streaming provides a bonus to each entrepreneurs and publishers, too. Entrepreneurs can prolong their attain past conventional TV broadcasting with stronger focusing on, measurement, and ROI outcomes. And publishers can faucet into new viewers segments and higher monetize current and sometimes dormant catalogues.”

Streaming shifts and the FlexiVOD emergence in Canada

Whether or not they’re downgrading from paid to free, upgrading from free to paid, and even resubscribing to companies, TV streamers are on the transfer. With extra companies out there than ever earlier than, shoppers rigorously choose and select what they pay for. This FlexiVOD development is probably going influenced by the truth that 57 per cent of TV streamers really feel they’ve much less disposable earnings than earlier than.

In relation to content material, dwell TV is profitable recognition, with 49 per cent of Canadians watching dwell TV corresponding to sports activities and different key occasions on demand by TV streaming. It is a important improve from 30 per cent utilizing VOD companies to stream dwell TV in 2020.

The rise of ad-supported TV: A deeper dive

As ad-supported TV recognition grows, Canadian TV streamers are spending 5 hours per week with it (a rise of 14 per cent year-over-year, which additionally consists of BVOD). The bulk (76 per cent) are additionally taking measurable actions corresponding to trying to find extra data, visiting the model, including to basket, and extra after seeing the adverts.

In relation to shopper preferences for TV promoting, practically half (48 per cent) of streamers below 35 say they like when the tone of a TV advert matches this system by which they see it; and 47 per cent say they’re extra possible to concentrate to adverts that mirror or are related to their temper. Some Canadians are additionally concerned about partaking with advert codecs corresponding to QR codes.

“TV streamers are extra responsive on streaming platforms to adverts than non-TV streamers who see adverts on TV, which could be attributed to the lighter ad-load by TV streaming,” stated Summers. “Channels like The Roku Channel, Roku’s personal ad-supported TV streaming service, make OTT promoting a greater prospect for everybody concerned – it’s a win-win for everybody within the TV streaming ecosystem.”

Extra insights:

  • 29 per cent of streamers are “Wire Nevers,” i.e., shoppers who’ve by no means paid for cable.
  • The typical age of month-to-month TV streamers is 44.
  • Extra streamers are collectively watching programming with subtitles – 86 per cent of anglophone streamers and 64 per cent of francophone streamers – in comparison with dubbed content material.

To be taught extra concerning the research, and to obtain the complete report, please click on right here.

About Roku’s VOD Evolution Canada Survey

Roku’s 2023 Video on Demand (VOD) Evolution research examined Canadian TV streaming behaviour and developments. That is Roku’s third research of Canadians’ TV streaming habits, and an replace to its analysis in 2020 and 2021. Like these, this research is predicated on the outcomes of an internet survey of Canadian adults aged 18+ who use the web and watched TV a minimum of as soon as within the final month. Fuse Insights analysis commissioned by Roku befell between July and August 2022, with a pattern measurement of two,001 Canadians nationally consultant by age, gender, and geography.

About Roku, Inc.

Roku pioneered streaming to the TV. We join customers to the streaming content material they love, allow content material publishers to construct and monetize giant audiences, and supply advertisers with distinctive capabilities to have interaction shoppers. Roku streaming gamers and TV-related audio gadgets can be found within the U.S. and in choose nations by direct retail gross sales and licensing preparations with service operators. Roku TV™ fashions can be found within the U.S. and in choose nations by licensing preparations with TV OEM manufacturers. Roku Good House merchandise, together with cameras, video doorbells, lighting, plugs, and extra can be found within the U.S. Roku is headquartered in San Jose, Calif. U.S.A.