Full Stream Ahead Offers an In-depth look at Canadian Video Consumption

Tubi, a division of FOX Entertainment, and Rogers Sports & Media has released a new report entitled Full Stream Ahead. In this report, Tubi provides insights into the rise of streaming video consumption in Canada, including how these changes affect advertisers, agencies, content creators and distributors as they look to forge effective campaigns in the post-COVID landscape.

Full Stream Ahead found that 54% of Canadians streamed more over the past year, with Adults 18-34 citing the most significant change. Additionally, Canadian streamers’ average daily streaming consumption has increased by 2.4 hours per day. In Canada, Tubi is the most popular ad-supported video on demand (AVOD) service (20%) behind YouTube (34%) and saw a 107% year-over-year increase in total view time (TVT) from January 2020 through January 2021.

“Full Stream Ahead informs brands that, now more than ever, streaming video consumption will become second nature to today’s younger demographic, and AVOD offers a vital opportunity for advertisers to reach them,” said Natalie Bastian, Vice President of Marketing, Tubi. “Having a streaming media strategy to complement linear TV investments will not only optimize reach but future-proof campaigns.”

Full Stream Ahead also found that viewers on AVOD services consumed an additional 30 minutes of content daily compared to subscription video consumers. Furthermore, two-thirds of streamers say their consumption will not decrease once pandemic restrictions loosen. Additionally, among those who have cancelled or plan to cancel a subscription, 52% cited cost with 91% of streamers agreeing the cost of streaming is getting expensive.

With the rise of overall content consumption, brands and agencies have an opportunity to reach complementary and incremental streaming audiences across premium brand-safe content. 85% of Tubi users in Canada have an SVOD subscription and Tubi users spend on average four hours daily streaming content.

The findings from Full Stream Ahead were unveiled at the #FullStreamAhead live event, which also featured an interactive panel discussion.

About Tubi: Tubi is a division of FOX Entertainment, is an ad-supported video on demand (AVOD) service with movies and television shows from every major Hollywood studio. Tubi gives fans of films and television programs an easy way to discover new content that is available completely free. The service is currently available in the US, Canada, Australia, and Mexico.

Research Methodology: In partnership with the free ad-supported streamer, Tubi, Rogers Sports & Media (RSM) commissioned this study through MARU/Matchbox using their Voice Canada panel. It was an online survey conducted April 16-19th, 2021 to a sample size of n=2150. The sample was representative of the Canadian population of A18+.