“FlexiVODs” emerge: 47 per cent of TV streamers are contemplating altering streaming subscriptions
- 76 per cent of Canadians at the moment are TV streamers, and 18 per cent plan to cancel or downgrade their cable or satellite tv for pc package deal
- 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 examine, inspecting Canadian TV streaming behaviours and tendencies. Based on the examine, 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 will be attributed to the lighter ad-load by way of TV streaming”
The present macro-economic state of affairs 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 package deal within the subsequent 12 months, and 47 per cent of respondents seeking to make some modifications to the number of TV streaming providers 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 offers 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 infrequently 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 providers, TV streamers are on the transfer. With extra providers obtainable than ever earlier than, shoppers fastidiously decide 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 revenue than earlier than.
In relation to content material, dwell TV is profitable recognition, with 49 per cent of Canadians watching dwell TV akin to sports activities and different key occasions on demand by way of TV streaming. This can be a vital enhance from 30 per cent utilizing VOD providers 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 contains BVOD). The bulk (76 per cent) are additionally taking measurable actions akin 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, almost half (48 per cent) of streamers below 35 say they like when the tone of a TV advert matches this system during which they see it; and 47 per cent say they’re extra probably to concentrate to adverts that mirror or are related to their temper. Some Canadians are additionally all for participating with advert codecs akin to QR codes.
“TV streamers are extra responsive on streaming platforms to adverts than non-TV streamers who see adverts on TV, which will be attributed to the lighter ad-load by way of 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 study extra concerning the examine, and to obtain the total report, please click on right here.
About Roku’s VOD Evolution Canada Survey
Roku’s 2023 Video on Demand (VOD) Evolution examine examined Canadian TV streaming behaviour and tendencies. That is Roku’s third examine of Canadians’ TV streaming habits, and an replace to its analysis in 2020 and 2021. Like these, this examine is predicated on the outcomes of a web based survey of Canadian adults aged 18+ who use the web and watched TV at the least as soon as within the final month. Fuse Insights analysis commissioned by Roku happened 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 interact shoppers. Roku streaming gamers and TV-related audio gadgets can be found within the U.S. and in choose nations by way of 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 way of 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.
