FOX ENTERTAINMENT’S TUBI AND ROGERS SPORTS & MEDIA RELEASE IN-DEPTH LOOK AT THE RISE OF
CANADIAN STREAMING VIDEO CONSUMPTION IN NEW REPORT, FULL STREAM AHEAD
54% of streamers in Canada say their viewing has increased over the past year, with their daily average streaming consumption increasing by 2.4 hours daily
Tubi saw a 107% year-over-year increase in total view time (TVT) in Canada from January 2020 – January 2021
SAN FRANCISCO, May 27, 2021 – Tubi (www.tubi.tv), a division of FOX Entertainment, and Rogers Sports & Media, today released a new report entitled Full Stream Ahead, providing insights around the rise of streaming video consumption in Canada and capturing the increase that streaming offers to linear TV ad spend. The report examines how these changes affect advertisers, agencies, content creators and distributors as they look to forge effective campaigns in the post-COVID landscape. Full Stream Ahead found that 54% of Canadians streamed more over the past year, with Adults 18-34 citing the most significant change. Additionally, Canadian streamers’ average daily streaming consumption has increased by 2.4 hours per day. In Canada, Tubi is the most popular ad-supported video on demand (AVOD) service (20%) behind YouTube (34%) and saw a 107% year-over-year increase in total view time (TVT) from January 2020 through January 2021.
“Full Stream Ahead informs brands that now more than ever, streaming video consumption will become second nature to today’s younger demographic, and AVOD offers a vital opportunity for advertisers to reach them,” said Natalie Bastian, Vice President of Marketing, Tubi. “Having a streaming media strategy to complement linear TV investments will not only optimize reach but future-proof campaigns.”
Full Stream Ahead also found that viewers on AVOD services consumed an additional 30 minutes of content daily compared to subscription video consumers. Furthermore, two-thirds of streamers say their consumption will not decrease once pandemic restrictions loosen.
“In partnership with Tubi, streaming has grown exponentially over the last two years, and as we continue to grow our sports, news and entertainment properties, Rogers Sports & Media is a must buy in this fragmented marketplace,” said Al Dark, Senior Vice President & Chief Revenue Officer, Rogers Sports & Media.
With the rise of overall content consumption, brands and agencies have an opportunity to reach complementary and incremental streaming audiences across premium brand safe content. 85% of Tubi users in Canada have an SVOD subscription and Tubi users spend on average four hours daily streaming content.
The findings from Full Stream Ahead were unveiled at today’s #FullStreamAhead live event, which also featured an interactive panel discussion with Julie Adam, SVP, News & Entertainment, Rogers Sports & Media; Mark Rotblat, Chief Revenue Officer, Tubi; Stuart Garvie, CEO, Group M; Michela Di Mondo, SVP, Sales & Distribution, FremantleMedia, and Stephen McArdle, Chief Administrative Officer, and SVP of Digital Media and Strategic Planning, NHL.
Headquartered in San Francisco, Tubi (www.tubi.tv), a division of FOX Entertainment, is an ad-supported video on demand (AVOD) service with movies and television shows from every major Hollywood studio. Tubi gives fans of films and television programs an easy way to discover new content that is available completely free. The service is currently available in the US, Canada, Australia, and Mexico.
In partnership with the free ad-supported streamer, Tubi, Rogers Sports & Media (RSM) commissioned this study through MARU/Matchbox using their Voice Canada panel. It was an online survey conducted April 16-19th, 2021 to a sample size of n=2150. The sample was representative of the Canadian population of A18+.
To further explore Streaming audience behaviors, Tubi analyzed a number of first party and third- party data sources also included in this report.
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