Roku’s seventh annual VOD Evolution Study found Canadians spend about 80 hours per year figuring out what to watch on TV and that many cite difficulty finding content across streaming services.
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Roku’s seventh annual VOD Evolution Study found that Canadians spend about 80 hours per year figuring out what to watch.
The study attributed part of the challenge to the number of streaming services available, with 59 per cent of people who stream TV saying it is hard to find something to watch because there are so many services.
On average, Canadians use four different streaming services, and 60 per cent of people said they sometimes forget where they can stream a given movie or TV series.
Roku said about 27 million Canadians now stream TV, a 35 per cent increase from five years ago, according to the company’s study.
The report also found that 65 per cent of respondents said they think ads would help them find a movie or TV show, and more than two-thirds said they like ads that remind them when content they want is available to stream.
Roku said 35 per cent of people also felt a TV home screen ad would feel less intrusive than traditional TV commercials.
According to Roku, 67 per cent of Canadians who stream take measurable action after seeing TV ads, including 31 per cent searching for more information, 28 per cent visiting a brand’s website, 19 per cent looking up the brand in-store and 15 per cent scanning a TV QR code.
Roku reported that 84 per cent of Canadians who stream watch ad-supported TV monthly, with an average of 13 hours per week spent on those platforms, or about half of their total TV viewing.
To conduct the latest VOD Evolution Study, Fuse Insights surveyed 2,043 Canadian adults in English and French in June 2026 on Roku’s behalf.
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