Nine in 10 Canadians are now using ad-supported streaming platforms, according to a new report from market research firm Fuse Insights commissioned by FAST provider Roku.

The Video on Demand (VOD) Evolution study looked at Canadians’ streaming habits through an online survey of 2,018 adults over the age of 18. The survey, the sixth conducted annually by Roku, took place from June to July and included both English and French participants.

The survey found that ad-supported streaming services, including free ad-supported streaming (FAST) channels and ad-supported video-on-demand (ADSVOD) platforms, now account for 43% of TV streamers’ weekly viewing time, encompassing both live and on-demand content.

Time spent on ad-supported content platforms jumped from an average of 7.3 hours per week in 2024 to 10.2 hours per week in 2025. Meanwhile, cable or satellite viewing continues to fall among TV streamers in Canada, from an average of 6.8 hours per week last year to 6.3 hours per week this year, and 14% of respondents said they had cancelled their cable.

ADSVOD services are also gaining traction, with 69% of Canadians using them in the past month – a 50% year-over-year surge. Subscription video-on-demand (SVOD) usage has slipped slightly, down to 80% from 85% last year.

FAST channels, like those Roku hosts, are popular, with 56% of respondents saying they use streaming services to watch live or scheduled channels, including broadcast channels traditionally found on cable. The report attributes this, in part, to FAST channels emulating the traditional TV-viewing experience: 41% of respondents said they enjoy turning on a TV channel and watching whatever’s on.

As viewing habits evolve, the report noted that brands have a good opportunity to connect with viewers.

“Most stream through smart TVs and sticks – where brands can be discovered, be creative and drive direct results,” said Ivan Pehar, director of ad sales at Roku Canada, in a statement.

According to the survey, 64% of respondents finds ads helpful. This was especially true among younger viewers (18-34), with 83% saying ads are useful. The preference for ads was also linked to brand perception, with 59% of streaming users reporting more positive feelings toward brands that highlight Canadian-made products.

This story originally appeared in Media in Canada

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