Full Stream Ahead 2026: The Streaming ADvantage
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Full Stream Ahead 2026: The Streaming ADvantage
We’re back with the latest installment of Full Stream Ahead – Canada’s most comprehensive study on the evolving Canadian streaming landscape. This year’s study highlights the scale, staying power, and evolving opportunities shaping how advertisers can connect with streaming audiences today.
Dive deeper into the data, trends, and opportunities shaping the future of streaming in Canada.
Canadians are watching across linear and streaming
Canadians aren’t picking sides when it comes to TV – they prefer the best of both worlds. Our latest research shows that 70% of Canadians regularly watch across linear and streaming platforms, proving that today’s viewing habits are all about convenience and flexibility. For advertisers, this means success isn’t about picking one channel over the other. It’s about building Total TV strategies that seamlessly connect across both to reach audiences wherever they’re watching.
The ad-supported streaming market has reached peak scale, adoption, and engagement
Ad-supported streaming has reached true scale in Canada, with 26.6 million people now reachable with ads (that’s nearly 4 in 5 Canadians 18+!). At the same time, engagement continues to deepen. Canadians spend nearly 2 hours and 38 minutes on Connected TV every day – that’s an hour more than we spend on social platforms, reinforcing the dominance of the big-screen experience.
Ad-supported tiers made it possible for consumers to bundle more services – they are here to stay
An 8% year-over-year decline in downgraded or canceled subscriptions points to the success of ad tiers in retaining subscribers while 75% of streamers who switched to a new subscription plan opted for the ad tier. Together, these trends underscore how ad-supported tiers are not only retaining subscribers but actively becoming the habit for how Canadians access streaming services.
Live streaming had a breakout year
Finally, 2025 marked a breakout year for live streaming, with 13 million Canadians tuning into live events. Live sports and award shows emerged as the biggest audience drivers, signaling a shift toward real-time, culturally relevant viewing. This surge in live consumption is opening new, high-impact opportunities for advertisers to connect with audiences in moments that matter most.
Why it matters
Ultimately, this year’s research highlights a streaming ecosystem in Canada that has reached meaningful maturity – where scale, engagement, and stability are all firmly established. Canadians are not only embracing ad-supported models at scale, but are also sustaining multiple subscriptions and increasingly turning to both on-demand and live streaming experiences. As the landscape continues to evolve, understanding these shifts will be critical for content providers, advertisers, and platforms looking to effectively engage audiences in a more stable, high-attention, and opportunity-rich environment.
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