Full Stream Ahead ’25: The Streaming ADvantage
In our recent Full Stream Ahead webinar, we presented a comprehensive look at the evolving Canadian streaming landscape and highlighted a market that is both maturing and diversifying. Our line-up of industry experts unpacked the latest trends in streaming behaviour, providing invaluable information to marketers and agencies.
Looking to level up your streaming campaigns? Dive into our research:
Download the Full Stream Ahead Whitepaper
Canadians Shift to Cost-Effective, Ad-Supported Content as Streaming Becomes a Daily Essential
With 92% of Canadians streaming — and 77% of them reachable through ad-supported platforms — the shift toward more accessible, cost-effective content consumption is clear.
Canadians now spend an average of 3.5 hours streaming per day, favouring Connected TV over social media. They invest approximately $45.60 a month on streaming — more than they spend on books, pet food, or brunch. This growing investment reflects not only the popularity of streaming but also its integration into daily life.
Canadians Embrace DIY Streaming Bundles to Maximize Value
Canadians are increasingly personalizing their streaming experience, embracing a “Build Your Own (Streaming) Bundle” (BYOB) approach. Instead of relying solely on premium services, many mix and match platforms, often choosing ad-supported tiers to access more content without raising costs.
Over 40% of households have modified their streaming bundles in the past year, frequently downgrading plans while adding new services. This shift reflects a broader re-bundling trend, where flexibility and value are driving consumer decisions.
One in Five Canadians Pay for Sports Streaming — and Gen Z Wants It on Their Phones
Streaming habits vary by region, but across Canada, primetime and group viewing remain a shared ritual. Live sports streaming is a major growth area, with one in five Canadians paying for sports content.
Gen Z sports fans are reshaping streaming expectations with their preference for mobile viewing, social media integration, and interactive ad experiences. They seek shorter, more frequent ad breaks, behind-the-scenes content, and augmented reality features during live games.
Advertising plays a vital role in streaming. Well-placed, relevant ads are seen to enhance the viewer experience, while disruptive or repetitive ads reduce engagement and recall.
Ultimately, our research illustrates a dynamic and nuanced streaming environment in Canada. Viewers are savvy, selective, and increasingly open to ad-supported models that offer greater content variety. As the market continues to evolve, understanding these behaviors will be key for content providers, advertisers, and platforms aiming to connect with Canadian audiences.
Back to top