Canadians embrace ad-supported streaming, Roku report

Canadians are spending more time with ad-supported streaming services as economic pressures and a wider range of programming reshape viewing habits. Roku’s sixth annual Video on Demand (VOD) Evolution study shows that time spent with ad-supported content has increased from 7.3 hours per week in 2024 to 10.2 hours in 2025.

The findings indicate that free-ad-supported streaming channels (FAST) are becoming a preferred entertainment option, while subscription video-on-demand (SVOD) usage has declined slightly. In 2025, 80 per cent of Canadian TV streamers accessed SVOD services, compared with 85 per cent last year. At the same time, ad-supported subscription services (ADSVOD) saw a sharp rise, with 69 per cent of streamers using them in the past month—an increase of 50 per cent year-over-year.

Ivan Pehar, Director of Ad Sales, Roku Canada: “The shift to ad-supported streaming is real, now used by nearly 9 in 10 Canadian TV streamers. 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.”

Roku’s report also highlights that 43 per cent of streamers’ weekly viewing time is now spent on ad-supported platforms. Cable and satellite viewing continues to decline, falling from 6.8 hours per week in 2024 to 6.3 hours in 2025. Fourteen per cent of respondents said they have cancelled their cable subscription altogether.

The study reveals that ads can play a role in easing content discovery, with 44 per cent of viewers saying it is stressful to find something new to watch on streaming apps. Interactive advertising is seen as useful by 64 per cent of viewers, a figure that rises to 83 per cent among 18- to 34-year-olds.

Nearly six in ten streamers report feeling more positively toward brands that highlight Canadian-made products in their advertising.

FAST channels, which offer scheduled programming around themes, are drawing more attention from Canadian viewers who seek a lean-back, linear experience. According to the report, 56 per cent of streamers use services to watch live or scheduled channels, including FAST and traditional broadcast options.

More than one third (35 per cent) of respondents said they enjoy watching themed live channels, while 41 per cent said they like turning on a channel and watching whatever is available. The Roku Channel currently offers more than 200 FAST channels, including French-language options.

The full report can be accessed here

www.roku.com

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