The Big Shift: Wave II Canada

The Big Shift: Wave II (Canada) study examines consumer behavior and perception towards Connected TV and Free Ad-Supported Streaming TV (FASTs) and how this has changed since the first wave was launched last October. The study reveals a decline in linear TV viewership, with 26% reporting reduced consumption compared to the previous year.

Additionally, the study highlights the growing preference for FASTs, as 61% of respondents favor streaming free, ad-supported content instead of paid subscriptions—a positive 5% shift from 2022. This shift is further fueled by cost concerns, with over 1 in 3 viewers canceling streaming services to save money, and 55% expressing willingness to unsubscribe after consuming desired content. To read the full study, download the report below.