“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 examine, inspecting Canadian TV streaming behaviours and tendencies. In accordance with 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 advertisements than non-TV streamers who see advertisements on TV, which may be attributed to the lighter ad-load by means of TV streaming”
The present macro-economic state of affairs appears to have had an impression 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 modifications to the number 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,” mentioned Christina Summers, head of promoting in Canada, Roku. “The expansion in TV streaming provides a bonus to each entrepreneurs and publishers, too. Entrepreneurs can lengthen their attain past conventional TV broadcasting with stronger concentrating 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 companies, TV streamers are on the transfer. With extra companies out there than ever earlier than, shoppers fastidiously 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 revenue than earlier than.
In terms of 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 means of TV streaming. It is a vital 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 akin to looking for extra data, visiting the model, including to basket, and extra after seeing the advertisements.
In terms of shopper preferences for TV promoting, almost half (48 per cent) of streamers beneath 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 doubtless to concentrate to advertisements that replicate or are related to their temper. Some Canadians are additionally eager about participating with advert codecs akin to QR codes.
“TV streamers are extra responsive on streaming platforms to advertisements than non-TV streamers who see advertisements on TV, which may be attributed to the lighter ad-load by means of TV streaming,” mentioned 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.”
Further insights:
- 29 per cent of streamers are “Twine 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 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 not less than as soon as within the final month. Fuse Insights analysis commissioned by Roku passed off 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 massive 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 international locations by means of direct retail gross sales and licensing preparations with service operators. Roku TV™ fashions can be found within the U.S. and in choose international locations by means 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.
