A new report from Roku has revealed new data on Canadians’ streaming habits.
In its seventh annual VOD Evolution Study, the streaming company found that Canadians spend a total of about 80 hours per year figuring out what to watch. A key reason for this, the study found, is that 59 per cent of people who stream TV said it’s hard to find something to watch because there are so many streaming services on the market. (On average, Canadians use four different streaming services, per Roku.)
Further, 60 per cent of people said they sometimes forget where to even stream a given movie or TV series. All of this comes as roughly 27 million Canadians now stream TV, a 35 per cent increase from five years ago, per Roku.
To address these kinds of issues, 65 per cent of respondents said they think ads would help them find a movie or TV show. On top of that, more than two-thirds of Canadians said they like ads to remind them when a movie or TV show they want to watch is available to stream. Thirty-five per cent of people also said that a TV home screen ad would feel less intrusive than traditional TV commercials.
According to Roku, 67 per cent of Canadians who stream take measurable action after seeing TV ads; 31 per cent search
for more info, 28 per cent visit a brand’s website, 19 per cent map look up the brand in-store, and 15 per cent scan a TV QR code.
Of course, Roku wants to promote its own curation tools here as a platform that features many streaming services within it. Some of these include free ad-supported television (FAST), which Roku notes is an option that continues to grow in popularity. Per the latest VOD Evolution Study, 84 per cent of Canadians watch ad-supported TV monthly with an average of 13 hours per week spent on these platforms, or about half of their total TV viewing.
To conduct this latest VOD Evolution Study on Roku’s behalf, Fuse Insights surveyed 2,043 Canadian adults in English and French in June 2026.
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