Canadians seek familiar broadcast TV experiences, as the culture shifts to TV streaming

• The number of TV streamers who can be reached by in-stream ads rose to 85% in 2025, up from 69% in 2024.

• 9 in 10 Canadian TV streamers use ad-supported streaming.

• More than 43 per cent of TV streamers are watching cable channels through streaming services.

• 30 per cent of streaming respondents said they currently stream on a Roku Smart TV or device, compared with 22 per cent last year.

With ongoing constraints on household spending, and a wider variety of programming available, more Canadians than ever are streaming TV, specifically choosing Free-Ad-Supported Streaming Channels (FAST) more often as their go-to entertainment. Time spent with ad-supported content has skyrocketed in the past year, from 7.3 hours a week in 2024 to 10.2 hours a week in 2025, according to Roku’s sixth annual Video on Demand (VOD) Evolution study.

As more Canadians become more diligent with their spending, TV streamers have increased their ad-supported subscription video-on-demand (ADSVOD) services, with 69 per cent accessing these services in the last month, an increase of 50 per cent year-over-year. Unsurprisingly, subscription video-on-demand (SVOD) usage declined slightly, with 80 per cent of TV streamers accessing SVOD services compared to 85 per cent last year.

“The shift to ad-supported streaming is real, now used by nearly 9 in 10 Canadian TV streamers,” said Ivan Pehar, Director of Ad Sales at Roku Canada. “Most stream through smart TVs and sticks – where brands can be discovered, be creative, and drive direct results. The result for advertisers is potentially greater brand affinity, with more than a third of TV streamers telling us they’d like a brand more if they sponsored a selection of TV shows and movies to make it easier to find something to watch.”

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TV streaming advertising trends for 2025: Constant subscriber churn

To get content they want while managing the cost of subscriptions, 12 per cent of TV streamers will switch from one paid-for subscription to another one, remaining the same year-over-year.

• More TV streamers are finding that streaming platforms can replace cable TV, at least to some extent. Cable or satellite viewing continues to fall among TV streamers in Canada, from 6.8 hours a week last year to 6.3 hours a week this year, and 14 per cent have cancelled their cable.

• 43 per cent of TV streamers’ weekly TV viewing time is spent on ad-supported streaming services, for both live and on-demand content.

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What streamers want and watch

With growing innovation in Connected TV, ads can be an enjoyable part of the streaming experience and even help TV streamers find something to watch.

• More than 2 in 5 (44 per cent) of TV streamers say that it is stressful finding something new to watch on TV streaming apps.
• 64 per cent of TV streamers find interactive ads useful, rising to 83% of 18-34s. These ads benefit consumers by bringing brand offers directly to their mobile from the TV.
• Nearly 6 in 10 (59 per cent) of TV streamers say that they feel more positively toward brands that highlight products that are Canadian-made in their ads.

FAST time: The rising popularity of themed live channels

More Canadian TV streamers are seeking a traditional lean-back TV experience, where viewers can simply turn on the TV and watch whatever is on. FAST channels emulate this with scheduled programming around a shared theme, and as a result, they are rising in popularity.

• 56 per cent of TV streamers use streaming services to watch live or scheduled channels, including broadcast channels traditionally found on cable, and FAST.
• More than a third (35 per cent) of TV streamers told us they enjoy watching themed live TV channels.
• 41 per cent of TV streamers said they enjoy turning on a TV channel and watching whatever’s on.
• The Roku Channel hosts more than 200 FAST channels, including French-language channels, for streamers looking to enjoy a linear TV experience with regular in-stream and breaks.