Debating which streaming subscriptions to keep – or whether those new ad-supported tiers are worth the savings? You’re not alone. With about 66% of all viewing now happening via streaming, the way Canadians watch and advertisers reach audiences is evolving rapidly. (Sources: Samsung. Octover 2024)

Why the big shifts? Blame it on a mix of new technology (hello, AI-driven targeting and analytics), rising costs, and streaming giants like Netflix, Prime Video, and Disney+ launching creative new ways to get ads in front of viewers – many with unique, interactive formats. Let’s break down how streaming platforms in Canada are pivoting in 2025, and why ad-supported content is winning big with viewers and brands alike.

Ad-Supported Subscriptions: Now the Norm in Canada

It wasn’t long ago that most people paid more for the promise of ad-free bingeing. However, that trend is turning. Across Alberta (and Canada as a whole), most subscribers ages 18-65+ now opt for ad-supported plans over pricier ad-free versions. (Source: Statista Digital Market Insights. 2025)

Surprisingly, it doesn’t really matter how much you make – households across every income bracket are gravitating to these more affordable, ad-backed options.

And it’s not just the younger crowd making the switch. While millennials still lean toward ad-free content, recent surveys show everyone from Gen Z to Boomers is saying yes to a few ads in exchange for lower monthly bills. Cost-consciousness in Canada’s current climate is leading more and more viewers towards these ad tiers.

As of early 2025, the vast majority of Canadian households subscribe to two or more video-on-demand services – and about three in four Canadians actively stream Netflix. Domestic player Crave, meanwhile, reaches a quarter of the population. (Sources: Harris Poll; Rogers Sports & Media)

Free (and Freer) Streaming: FAST services Rise

As viewers hunt for less expensive (or even free) entertainment, ad-supported platforms like YouTube, Pluto TV, and other Free Ad-Supported Streaming TV (FAST) services are gaining serious momentum – especially with the younger set. YouTube remains the country’s #1 ad-backed streaming platform as of late 2024, with Pluto TV out front among FAST competitors. These services are evolving fast, attracting more partnerships and brands eager to reach Canadians where they stream most. (Sources: Statista)

Streaming Stats: The New Normal

• Over 90% of Canadians now watch streamed video, with the majority using multiple platforms.
• Netflix leads for digital video in Canada, but its share is slowly declining as AVOD and FAST options grow.
• Baby boomers are watching more ad-supported streaming than ever, while millennials continue to prefer ad-free (but not by much).
• From Crave to Disney+, Prime Video to CBC Gem, almost every service now offers some version of an ad-supported plan.
• Hybrid models are here to stay: Streaming services can now blend subscriptions and advertising revenue, building a sustainable business while offering choice to viewers. (Source: Statista)

What’s New (and What Marketers Should Watch For)

Let’s take a closer look at how the biggest platforms are differentiating themselves, especially when it comes to ad products and targeting:

CBC Gem (Canadian)

• Reach: Top Canadian publisher – 15.9M unique monthly viewers.
• Targeting: Limited regionally (f.e. city level), but first-party data is improving thanks to new system updates.
• Typical Audience: Mix of ages and interests; insights keep growing.

Crave (Canadian)

• Reach: 1.2M monthly active users (steady YoY) throughout Canada, nearly 16 hours per user per month.
• Audience: Stack TV – skews younger; Global TV app audience – primarily under 50.
• Targeting: Geo, show, brand, frequency controls – plus verticals for interest groups (e.g., Women’s Lifestyle).
• Ad Experience: Non-skippable, ad breaks on both live and on-demand.

Netflix

• Reach: Ranks second among TV streaming platforms for ad-supported reach, especially strong in Alberta.
• Targeting: Geo-targeting, content targeting, with age segments still broad.
• Sponsorships: “Presented by” on-screen branding and title integration.
• Advertising: 15s, 30s pre-roll, mid-roll with exclusive deals available; minimum spends required.

Disney+

• Reach: 9.5M Canadians
• Targeting: More than just geography – target by genre, “storefront” targeting a specific brand (Pixar, Marvel, Star Wars, etc.), seasonal segments (Valentine’s Day or Halloween), and special premieres/events.
• Sponsorships: Premium packages with “Presented by” on-screen branding and title integration.
• Audience: Primarily adults 25-54, strong with both families and adults without kids.

Amazon Prime Video

• Reach: 12M+ monthly ad-supported users Canada-wide
• Targeting: Unmatched insights built from shopping, streaming, and browsing behaviour – includes various in-market and lifestyle audiences, allowing for detailed targeting.
• Ad Experience: Pre-roll, mid-roll.
• New Ad Products (coming in 2025):
  • First Impression Takeover: Your ad is first, every day
  • Interactive Video Ads: Viewers can engage, shop, or “Learn More” from the remote
  • Pause Ads: Appear when a show is paused, with direct shopping links.
  • Shoppable Carousel: Browse and buy within Prime Video.
  • Exclusive deals: 26 exclusive NHL games; NBA coverage beginning 2026-2027.
  • Sponsorship opportunities: episodic, cinematic and Tier 1 (co-branded extensions across Amazon canvas) sponsorships.

The Bottom Line

With new tech powering deeper insights and campaign targeting, streaming TV is only becoming more powerful as a channel for advertisers – especially as ad-supported models become the norm for everyone from young adults to Boomers, and across all income levels. For marketers, that means a rich opportunity for reaching the right Canadian audiences, at the right time, with increasingly creative ad formats.