Overwhelmed by Choice, Canadians Spend About 80 Hours a Year Deciding What to Watch on TV, New Study Finds
Business Wire•29/09/2026•09:00 ET
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Key Highlights
- ➤13 minutes average TV-search time, nearly 80 hours annually for daily streamers
- ➤27 million Canadians stream TV, up 35 per cent in five years
- ➤65 per cent say ads would help them find shows, movies, and live TV
- ➤84 per cent watch ad-supported TV monthly, spending 13 hours weekly
- ➤67 per cent take measurable action after seeing TV ads
Expert Statements
Ivan Pehar, Director Ad Sales, Roku Canada
“As finding what to watch becomes more and more of a struggle, the home screen can be a unique guide to everything happening on TV.”
Ivan Pehar, Director Ad Sales, Roku Canada
“Brands can get noticed there in a positive way, becoming part of the journey the moment a viewer turns on the TV, and helping them discover new channels, movies, sports, scheduled TV, and more.”
Overwhelmed by Choice, Canadians Spend About 80 Hours a Year Deciding What to Watch on TV, New Study Finds
* 59% of TV streamers say finding something to watch can be exhausting because there are so many streaming services
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