Nine in 10 Canadians stream weekly and video streaming revenue is set to hit US$16.7 billion in 2025. Yet, the most surprising growth is in audio: while video’s CAGR is 3%, audio streaming is poised for a standout 17.2% CAGR through 2030. Global giants like Netflix, Amazon Prime and Spotify lead, but domestic and ad-supported services, such as YouTube and Pluto TV, are quickly gaining ground as Canadians depend on streaming for media entertainment.
However, the market faces significant pressure: nine in 10 consumers say rising streaming costs make affording multiple subscriptions challenging. Price hikes are driving users to rotate services, rely on free trials or turn to ad-supported plans – and even piracy or account sharing – to manage expenses. This churn accelerates the pivot toward ad-supported models and the rapid rise of free ad-supported streaming television (FAST), as consumers embrace flexibility and build their own bundles, intensifying competition and complexity for providers.
The biggest opportunity lies in meeting regulatory and demographic shifts, especially with new mandates for Canadian and Indigenous content and the growth of multicultural audiences. Prioritizing local programming and inclusivity can build loyalty and distinct market positioning. The key threat, meanwhile, is subscription fatigue – escalating costs risk pushing more Canadians toward piracy, VPN work-arounds and fleeting engagements, unless platforms balance affordability, convenience and value.
This report looks at the following areas:
- Inflation squeezes wallets, accelerating shift to ad-supported/FAST models
- Video still rules but audio growth outpaces; Spotify/Netflix dominance faces new rivals
- Younger, diverse audiences drive platform hopping; older users crave simplicity and bundles
- Regulatory push (Online Streaming Act/CRTC) forces more Canadian and Indigenous content spend
- Bundling wars: ISPs, Prime Video, Roku build DIY packages to fight subscription fatigue
- Sports streaming as premium battleground; VPN leakage shows unmet demand for ESPN+-type rights
- 5G rollout and data-heavy habits expand mobile streaming and personalized ad opportunities
Canada's streaming market thrives on affordability, local content and innovation, with ad-supported models and audio streaming driving growth in 2025.
Michael Lloy, Research Analyst
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
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THE MARKET
- Market context
- Canada’s streaming market soars: revenue growth and shifting consumer trends in 2025
- Market drivers
- Costs remain elevated for Canadians
- Graph 1: consumer price index, 2025
- Rising costs and shifting trends: inflation’s impact on Canada’s streaming market in 2025
- Navigating Canadian concerns: how streaming platforms can adapt to economic and social pressures
- Graph 2: concern over issues, 2025
- Adapting to change: how Canada’s telecom sector can thrive in a value-driven economy
- Graph 3: household savings rate, 2020-25
- Embracing diversity: how Canada’s streaming industry can connect with multicultural audiences
- Graph 4: proportion of visible minority, 1981-2036 (projected)
- Connecting seniors: how streaming platforms can engage Canada’s ageing population
- Graph 5: population aged 0-14 and 65+, 2000-40 (projected)
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CONSUMER INSIGHTS
- Streaming media dashboard
- Canadians are very comfortable with streaming
- The majority of people streaming media are streaming video
- Graph 6: services used in the past three months, 2025
- Despite high engagement with video streaming, the landscape is complicated and confusing for – primarily younger – consumers
- Graph 7: attitudes towards the streaming landscape, by age, 2025
- Some younger consumers may be priced out of paid video streaming, despite desiring access
- Graph 8: services used in the past three months, by age, 2025
- Nearly three quarters of Canadian video streamers have a subscription to a service like Netflix
- Graph 9: video services used in the past three months, by age, 2025
- The way younger consumers engage with content drives their platform usage, while older consumers want simplicity
- Graph 10: video services used in the past three months, by age, 2025
- Black, South Asian and Chinese consumers are more likely to utilize social media streaming services
- Graph 11: services used in the past three months (select), by race, 2025
- Heightened usage of social media streaming services among Black and South Asian consumers extends to both free and paid platforms
- Graph 12: services used in the past three months (select), by race, 2025
- Sports streaming subscriptions are largely a luxury for Canadian consumers
- Graph 13: sports subscription utilized in the past three months, by household income, 2025
- Paid video streaming services
- Netflix owns the premium streaming landscape
- Graph 14: level of subscription to video streaming services, 2025
- Consumers under the age of 55 are more likely to have premium/ad-supported subscriptions to most programmes
- Graph 15: premium/ad-free subscription to video streaming services, by age, 2025
- Interestingly, younger consumers were also significantly more likely to utilize paid ad-supported tiers
- Graph 16: paid ad-supported subscription to video streaming services, by age, 2025
- Consumers prefer more seamless ads in their ad-supported streaming experiences
- Graph 17: when using ad-supported streaming, I find the ads to be seamless with my streaming experience (% agree), by age, 2025
- Streaming free trials: younger audiences lead, bundling key for older consumers
- Graph 18: free trial subscription to video streaming services, by age, 2025
- Younger men have a poorer opinion of the content quality on streaming platforms
- Graph 19: the majority of original content on streaming platforms is poor quality (% agree), by age and gender, 2025
- Video streaming: cost and value
- Cost is top of mind for streaming consumers – price increases may drive consumers to other avenues
- Graph 20: cost and value streaming attitudes (% agree), 2025
- Older consumers are significantly more likely to report that streaming services cost too much
- Graph 21: cost and value of streaming services (% agree), by age, 2025
- Free trials can be both a blessing and a curse, but securing subscriptions is key to retention
- Graph 22: free trial and subscription attitudes (% agree), 2025
- Younger consumers are more likely to use free trials to circumnavigate subscriptions; also more likely to forget to cancel ongoing subs
- Graph 23: free trial and subscription attitudes (% agree), by age, 2025
- Opportunity: Black and South Asian consumers are significantly more likely to cancel after a free trial
- Graph 24: “I try to watch all the content I am interested in during a free trial, and then cancel” (% agree), by race, 2025
- Is consumer forgetfulness better than engagement? Three reasons why brands should avoid the trap of passive revenue
- Tubi is the most popular free streaming programme in Canada
- Graph 25: free tv/film streaming services used in the past three months, 2025
- For select free streaming services, age plays a role in usage
- Graph 26: used CBCGem in the past three months, by age, 2025
- Older consumers are significantly less likely to have utilized Samsung TV Plus
- Graph 27: used Samsung TV Plus in the past three months, by age, 2025
- IPTV and cable streaming
- CTV, CBC and Global are the most commonly streamed live TV channels
- Graph 28: channels livestreamed via ISP in the past three months, 2025
- Older consumers more likely to have watched Global, while younger consumers are more engaged with live sports
- Graph 29: channels livestreamed via ISP over the past three months, 2025
- Black consumers are significantly more likely to have watched sports
- Graph 30: livestreamed Sportsnet+ and/or TSN+ via ISP over the past three months, Black consumers vs overall, 2025
- Sportsnet+ and TSN+ are the two most popular sports streaming services in Canada
- Graph 31: sports streaming services subscribed to, 2025
- Age plays an important factor in streaming service subscription
- Graph 32: sports streaming services subscribed to, by age, 2025
- Audio streaming
- Tackling YouTube’s free streaming challenge in the audio space
- Graph 33: “I utilize YouTube videos for listening to music” (% agree), by age and gender, 2025
- Spotify is the most popular audio streaming service, by far
- Graph 34: audio streaming services used, 2025
- Driving paid subscriptions: insights and strategies for audio streaming platforms
- Graph 35: percent of users that have a paid subscription, 2025
- Younger consumers are typically more likely to use most audio streaming platforms – with one exception
- Graph 36: audio streaming services used, by age 2025
- Black Canadians are more likely to use a wider array of audio streaming services
- Graph 37: audio streaming services used (select), Black and South Asian consumers vs overall, 2025
- New Canadians are three times more likely to use Deezer and Seekr than Canadians overall
- Graph 38: audio streaming services used, new Canadians vs overall, 2025
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Rise of FAST
- DIY streaming bundles
- Content personalization and regional focus: meeting the demand for localized streaming
- YouTube redefines podcasting in Canada: a new era of engagement and revenue
- CRTC pushes for Canadian and Indigenous music spotlight in streaming
- A knock-on effect from Trump’s trade war – rising desire for Canadian content?
- Marketing and advertising
- Tailored social media strategies for Canadian streaming success
- Graph 39: daily social media usage, 2025
- Content promotions are commonplace when marketing streaming platforms
- Spotify Wrapped: a masterclass in data-driven storytelling and social media domination
- Netflix’s One Piece campaign: a global sensation that redefined live-action adaptations
- YouTube’s ‘Shorts Creator Spotlight’: empowering creators and driving engagement
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APPENDIX
- Consumer research methodology
- Generations
- Consumer research questions
- Abbreviations and terms
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