TORONTO – Television streaming has passed a “tipping point” in Canada with 4 in 5 consumers now identifying as streamers, Roku announced yesterday when it released its annual survey The Streaming Decade.
National Research Group, a global insights and strategy firm, conducted the survey online on behalf of Roku at the end of July. Over 950 Canadians aged 18-70 who watch at least five hours of television every week participated.
“One thing is clear: post pandemic, TV streaming is here to stay,” a report on the survey results says.
“Over the last year, TV streaming was accelerated by the pandemic and the shift of more content, including live programming and new movie releases, from traditional pay TV to TV streaming.”
The survey found over “half of consumers say they’re going to watch as much TV as they did during the pandemic, even as restrictions loosen.”
Of the respondents, 71% indicated they stream TV because they “want to watch something everyone is talking about.” The report notes social currency related to television is important not just to young people but to Boomers who stream as well, 40% of whom added more TV streaming services in the last year.
The survey further found 42% of Canadians who stream TV have ad-supported services.
“Amid a year of uncertainty, this survey puts data behind what we at Roku have believed since our founding in 2002: all TV will be streamed,” said Mirjam Laux, vice-president of international platform at Roku, in a press release.
“These results show that TV streaming is bringing more people together, starting new conversations, and giving viewers of every generation content they love, while also making it more accessible. TV streaming is here to stay.”
For the full report, please click here.
