TV streaming reaches tipping point: Roku survey

TV streaming popularity continues to rise, with four out of five Canadians identifying as TV streamers (compared to 3 in 4 who pay for traditional TV), according to Roku, Inc.'s The Streaming Decade poll. The yearly poll sheds light on consumer TV viewing habits and preferences, as well as how the pandemic has augmented the continuing shift to streaming television.

The 'The Streaming Decade' report, conducted on behalf of Roku by National Research Group, leading global insights, and strategy firm, shows that TV streaming has reached a tipping point, with nine out of ten survey respondents saying they are TV streamers versus only seven out of ten who use traditional pay-TV services such as Sky, BT, and Virgin Media. This is true across the board: 77 percent of those aged 57 to 70 now stream and 31% have added new services in the last year.

Streaming is also a great way to reach out to customers. Half of those polled use ad-supported services, and 21% of ad-funded video-on-demand (AVOD) users are "cord-shavers" who have cut their pay-TV subscriptions in the last year. Four out of every five AVOD consumers stream on a different device, which opens up the possibility of cross-screen advertising.
The research established that streaming enables premium content opportunities for viewers. Live sport, traditionally the bastion of live pay-TV, has now become almost as popular on streaming services with 51% watching sport via such services versus 55% on pay-TV. Alongside this, movie fans love streaming, with 68% of consumers stating that having access to a new movie release is a key reason they would try a new streaming service.

“The findings highlighted in our ‘The Streaming Decade’ report show that TV in the UK has reached a tipping point, and streaming is becoming the norm for all ages,” said Mirjam Laux, VP International at Roku. “With more and more new and interesting content available to consumers, streaming has become the dominant force for consumers. And where consumers go opportunities follow for brands to engage them with compelling, best-in-class advertising that’s relevant to their interests. Streaming is clearly the future of TV.”

“Amid a year of uncertainty, this survey puts data behind what we at Roku have believed since our founding in 2002: all TV will be streamed,” says Mirjam Laux, VP International Platform at Roku. “These results show that TV streaming is bringing more people together, starting new conversations, and giving viewers of every generation content they love, while also making it more accessible. TV streaming is here to stay.”

The report also highlights generational differences between TV streaming behaviour, with 98 percent of Gen Z’s; 96 per cent of Millennials; 86 per cent of Gen X’s, and 68 per cent of Boomers using more TV streaming services in the past year.

More than half of consumers say they're going to watch as much TV as they did during the pandemic even as restrictions loosen. Of those who say they will watch as much or more, 40% say it’s because they love TV


- 66% of audiences choose streaming while 23% choose traditional pay-TV when they want to watch something that everyone is talking about
Nearly two-thirds of 57-70-year-olds agree that streaming represents better value, is more convenient, and has greater variety than pay-TV

- 73% who have signed up to ad-funded TV (AVOD) services, 73% plan to keep it, while 79% plan to keep subscription services (SVOD)

-TV streamers are loyal – almost two-thirds of UK consumers have never subscription-cycled, (where users sign up, cancel, and then sign up again)

-Only 3% have definite plans to cancel a subscription streaming service in the next year.

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