The Roku Video on Demand (VOD) Evolution Report 2025 reveals critical insight into the dramatic shifts in TV streaming as well as how marketers should tune in and take advantage of these developments. With TV streaming now firmly established as the prime-time way that Canadians watch television, the opportunities for brands to broadcast their message to highly connected and diverse audiences have never been more crucial.
Setting the Scene with Addressable TV Streamers
TV streaming has now become the primary way Canadians consume television. According to the report, 80% of Canadian TV viewers are streamers – a substantial 64% growth since 2023. The introduction of ad-supported subscription tiers with streaming platforms like Disney+ and Netflix have contributed much of this growth which is expected to continue to 2025.
A significant majority (69%) of the streaming audience consume ad-supported content, allowing brands access to a large, diverse, and addressable audience through targeted ads. The days of TV advertising being reserved only for broad reach campaigns are over—addressable TV streamers allow for highly targeted, data-driven campaigns that can deliver better ROI.
Smart TVs Dominate the Viewing Landscape
The report shows that 77% of TV streamers use Smart TVs as their primary device for viewing content. Compared to mobile and PC, Smart TVs deliver higher ad recall and engagement, offering advertisers the opportunity to capitalize on the immersive nature of the living room experience.
For brands, this is great news—ads on TV screens tend to command more attention and drive action. 74% of TV streamers take measurable actions (visiting a brand’s website, purchasing directly from the TV) after seeing an ad on their TV screen. With ad technologies advancing rapidly, including QR code integration and clickable content, the potential for frictionless consumer engagement is higher than ever.
FlexiVOD Adapting to Constant Change
The report also features “FlexiVOD behavior,” where nearly half (47%) of Canadian TV streamers are planning to change their TV streaming services within the next 12 months. Whether it’s switching services, downgrading to ad-supported tiers, or re-subscribing, consumers are constantly re-evaluating their content providers.
This constant state of flux presents both challenges and opportunities for advertisers. With many streamers in “discovery mode,” brands can strategically position themselves to capture attention during key moments of decision-making. The average streamer spends 11 minutes searching for content, and younger viewers (ages 18-24) may take up to 37 minutes to find something to watch. Advertisers can target this “discovery phase” by becoming part of the streamers’ journey, offering relevant and engaging ads that lead directly to content viewing.
The Evolution of Ad Formats and Engagement
Most streamers (82%) prefer ad diversity and want to avoid seeing the same ads repetitively. This insight underscores the need for advertisers to focus on creating personalized, creative and non-intrusive ads that enhance the viewer experience. Coupling with the changing viewing behavior, Roku’s video and native ad placements such as the Roku Home Screen or Roku City, ensures advertisers engage with streamers even before they select what to watch. 74% of TV streamers are taking measurable actions driving the importance of interactive features like QR codes and remote-click options to enable brands to create seamless, trackable experiences.
AI in TV Ads
Artificial intelligence (AI) enters the TV advertising experience and will continue to grow in its adoption. However, the report explains that 8 out of 10 addressable TV streamers believe any use of AI in ads should be clearly labeled, especially when AI is used to recreate voices or images of people who have passed away. Advertisers must tread carefully when integrating AI into their strategies, ensuring transparency and authenticity to maintain consumer trust.
Why Download the Full Report?
The Roku VOD Evolution 2025 report is packed with more insights into the future of TV advertising. This report offers the data and strategies you need to stay ahead of the curve.
To dive deeper into these trends and understand how to craft your next successful TV ad campaign, download the full report here. Do not miss the opportunity to future-proof your marketing strategy in the fast-evolving world of TV streaming.
Join our Webinar: Roku Video-in-Demand Evolution 2025 where Roku uncovers the top emerging trends of Canadian TV Streamers and their TV Viewing habits.
