The Big Shift 2025 | Canada Edition

 

As consumers continue to shift to streaming TV for more control over their viewing and seemingly infinite content, they have developed new behaviors around content discovery, subscription streaming access and TV ads. The Big Shift 2025 | Canada Edition is the fourth installment in LG Ad Solution’s annual Big Shift insights series to determine consumer perceptions and behaviors related to CTV viewership.

Among the report’s findings:

• The Big Shift to CTV continues, as most Canadian CTV viewers prefer streaming TV. 9 in 10 Canadian internet users have an internet-connected TV, and 55% of Canadian CTV viewers prefer streaming, primarily for more control, more content and access to recently released movies.
• The TV Home Screen isn’t just a place to find TV and movies. Canadian CTV viewers are now open to unlocking the full breadth of their TV’s capabilities with built-in content hubs for activities like fitness training programs (57%), on-screen shopping (51%), cloud gaming (49%) and more.
• FAST gains ground in tough economic times. With 23% of Canadian CTV viewers canceling at least one paid streaming subscription in the past year, 71% now say they prefer free ad-supported content and 21% plan to add a FAST service in the next 12 months.
• CTV ads drive real-world action. After viewing a relevant streaming ad, 40% of Canadian CTV viewers visited a website, 37% searched for a product online, 23% visited a physical store and 18% made a purchase.

For more information on The Big Shift 2025 | Canada Edition, download the full report today!