Roku study shows Canadian daily streamers spend nearly 80 hours a year choosing TV content
ROKU•Roku’s Canada VOD Evolution 2027 study found daily streamers spend nearly 80 hours a year choosing what to watch. Respondents spent an average of 13 minutes searching per session, while ad-supported streaming reached 84% monthly usage.
1. Streaming search habits
The study found that daily streamers in Canada spend nearly 80 hours a year choosing what to watch, averaging 13 minutes of searching per session. Some respondents reported spending 32 minutes searching, rising to 47 minutes among viewers under 35. About 27 million Canadians stream TV, up 35% from five years ago, and the average viewer uses four services.
2. Apps and advertising
Survey data showed 60% of respondents cannot always remember which app carries a specific title, while 75% prioritize finding content over choosing a service. Ad-supported streaming reached 84% monthly usage; respondents said they spend 13 hours a week on ad-supported platforms, about half of their TV time.
