To understand Canadians’ streaming and TV-watching habits, Roku partnered with Leger on research that looks at when and how people are using to consume movies and shows, as well as their reactions to advertising on streamers.

According to the research, four in ten (38%) Canadians are frustrated by repetitive ads on the same show and three-in-ten (31%) are do not appreciate the length of ads. One in ten (11%) have negative feelings toward ads that are not relevant to their interests. One in ten (9%) respondents don’t get frustrated from seeing an ad when streaming TV.

As for when they watch content, 58% of all Canadian respondants say they mainly watch or stream TV in the evening between the hours of 5PM and 9PM. Only 7% of respondents stream TV in the morning and 6% do in the afternoon. Seven-in-ten (68%) say streaming at night is their comfort habit at the end of a long day. In fact, three-in-ten (29%) put on a familiar TV show to fall asleep to every night.

Almost half (45%) prefer to stream series and movies equally, while 36% prefer series and 11% prefer movies. Women age 18 to 34, as well as Quebecers, are more likely to stream series, while men and BIPOC respondents are more likely to stream movies.

Multi-tasking is popular with Canadians. Half of respondents (51%) say they scroll on their phone and stream TV at the same time, and two-in-ten (21%) say their TV is on while they work from home.

Half of respondents watch a whole show/movie in one sitting on one device. A quarter (26%) watch an entire show or movie over multiple sittings on one device. Some respondents say they start watching on one device and eventually move to their bedroom on a new device, either in the same night (9%) or on a different day (4%).

Almost half (45%) of respondents stream equally throughout the days of the week although, overall, streaming tends to increase towards the weekend. Streaming from Monday to Thursday is low at 1% to 2% each day until Friday when it increases to 10%; 19% on Saturday; and 8% on Sunday. Individuals ages 55-plus and those not employed are more likely to say they stream equally on all days of the week. On the other hand, Canadians under 55 and those who are employed are more likely to stream almost every day from Wednesday to Sunday.