Built on Canadian Research

This course draws on Roku's VOD Evolution Study, now in its sixth consecutive year. It's independent, blind research - not platform-backed surveys or assumption-laden reports, but data designed to reflect how Canadians are actually behaving in front of a screen.

The study tracks streaming adoption, ad sentiment, content discovery, and viewing patterns across Canada. The result is a ground-level view of where Canadian TV time is actually going.

What the Data Means for Your Media Plan

The headline figure alone deserves attention: 85% of Canadians now stream TV. At that penetration level, streaming isn't a supplement to your media plan. It has become the foundation of it.

Of those streamers, 85% watch ad-supported content. That's not just a reach story - it's an attention story.

And that appetite for ad-supported content is growing. One year ago, 55% of TV viewers streamed ad-supported content. Today, that number is 72%. Advertisers who understand this shift are already planning differently. Those who don't are mapping campaigns to an audience that no longer exists in the same form.

“

Your audience isn't exploring streaming. Your audience is already there.

The audience shift in streaming that has taken place in Canada is also supported on the linear side of the equation. The trajectory is equally clear. 48% of Canadians have already cancelled cable or satellite service, and a further 14% plan to. CTV is now replacing linear TV in the majority of Canadian households.

Five Key Learnings from Course 5:

• • Streaming trends across Canadian households
• • How viewers discover content in streaming environments
• • How streaming is absorbing live TV viewing
• • Viewer attitudes toward advertising in streaming
• • Advertising strategies informed by behavioural insights

The course runs approximately 15 minutes from start to finish, followed by a short quiz to test your knowledge - short enough to complete in a single sitting, dense enough to impact your next planning meeting and client conversations.

“

Understanding Canadian viewer behaviour isn't a bonus - it's the baseline for building effective CTV campaigns. This course makes six years of research immediately applicable for any agency or brand working in streaming.

Behaviour & Insights is the fifth course in a Roku Academy curriculum

Course 1: Programmatic Advertising
Course 2: Roku Audience
Course 3: Creative Strategies
Course 4: Data & Analytics
Course 5: Behaviour & Insights
Course 6: Sports Marketing (Coming Early Fall 2026)

Together, the six courses form a solid foundation in CTV advertising - from planning and targeting through creative, campaign measurement, and now, a deeper understanding of how Canadian audiences behave. Complete the full curriculum to earn your Roku Advertising Specialist 2026 certification.

Free Enrollment. Starts Now.

Course 5 is live now, register once and have immediate access to all five live courses - with Sports Marketing (Course 6) arriving in early fall 2026.