There may be a growing appetite among Canadians for both scheduled and on-demand programming.

That’s according to Roku, which found that 58% of Canadians are watching both on-demand TV and live programming historically associated with cable TV, up from 56% in 2023. While on-demand content makes up a majority (57%) of TV viewers’ weekly consumption time, more than a quarter (28%) of their viewing time continues to be spent with live TV programming.

The company’s fifth annual Video on Demand (VOD) Evolution study – which examines Canadian TV streaming behaviours and trends – also found that more than two-thirds (69%) of Canadian TV streamers are watching some form of ad-supported TV (AVOD, BVOD, SVOD) at least once a month, an increase from 59% in 2023.

With ongoing economic challenges, many Canadians are continuing to cut down on discretionary expenses like entertainment. According to the study, 58% of Canadians say the everyday cost of living will be their biggest concern over the next few years. As a result, cost-effective ad-supported TV streaming options have become a mainstay for Canadians’ home entertainment.

Roku also found that there has been an uptick in TV streamers taking action after viewing an ad: 74%, compared to 70% in 2023. These include visiting a brand’s website, online store, or app after seeing an ad. They also search online for more information about a product or brand while watching TV (41%, up from 36% last year) and use Google or Apple Maps to find a brand in stores (29%, up from 23% in 2023).

Canadian TV streamers also want variety when it comes to the ads they view, with 82% preferring every ad to be different. That’s up from 77% in 2023. Tone and relevancy of advertising is also important to them – over the last five years, more TV streamers (45%, up from 42% last year) say they are more likely to pay attention to ads that reflect or are relevant to their mood, while 43% say they prefer TV ads match the tone of the program they are watching, up from 38% in 2023.

Looking at their viewing habits, 32% tune into live TV during breakfast hours (6am to 10am) during an average weekday. Half are watching on-demand TV streaming with ads (52%), on-demand TV streaming with no ads (50%), and live TV (45%) during primetime hours of 6pm to 10pm. Their number one drama genre preference is crime/investigation/police dramas (64%, up from 59% in 2023). Blockbuster Hollywood movies are their number one preference for general entertainment (62% up from 59% in 2023).