Canadians Embrace Ads: FAST, CTV, and the New Rules of TV
Roku Canada’s Video on Demand Evolution Study reveals how Canadian streamers embrace ad-supported streaming, FAST channels, and interactive ads—shifting reach to connected TV while boosting addressability to 90%.
Head of Revenue for Roku Canada, Ivan Pehar, joins Marc to unpack the sixth annual Video on Demand Evolution Study and what it means for advertisers, broadcasters, and viewers. The big shift: Canadians are increasingly comfortable with ad-supported content, with weekly viewing time for programming with ads jumping from ~7 hours to 10+ hours year over year. Nearly 90% of Canadian streamers are now addressable, opening modern targeting, measurement, and interactivity on the biggest screen in the home.
Choice is massive—but so is decision friction. Viewers spend an average of ~12 minutes (and up to 31 minutes; under-35s as high as 46) searching for something to watch. Roku is tackling this with home-screen recommendations and brand-supported discovery moments that save time and feel helpful rather than intrusive. FAST channels mirror the simplicity of broadcast—turn it on and you know what you’ll get—while live sports, news, and themed channels keep “lean-back” viewing alive in a streaming world.
For advertisers, the message is clear: linear and connected TV work best together. With precise targeting and interactive formats (think “press OK” overlays that send offers to your phone), campaigns can move beyond awareness into action—without breaking the viewing flow. Privacy remains user-controlled; opting out is always available.
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