Today, LG Ad Solutions announced the company is expanding into the Canadian marketplace and provided some stats on Canadian streaming preferences. In a study titled “The Big Shift: Wave II Canada”, over 750 connected Canadians were surveyed last June.
As a global leader in connected TV and cross-screen advertising, LG Ad Solutions helps brands find hard-to-get reach at optimal frequency across a fragmented streaming landscape.
LG Ad Solutions learned Canadians are shifting from linear television in greater numbers since last year. Twenty-six percent of people surveyed said they watching less linear television than they did in 2022.
“As consumers shift away from linear and subscription television viewing towards free, ad-supported content, advertisers have a tremendous opportunity to reach an audience that is looking to engage with brands that are on these services,” said Jason Randall, the newly appointed Country Manager, Vice President of Sales, Canada, LG Ad Solutions.
Overall, 61 percent of Canadians polled said opt for free ad-supported services over cable packages or even paid streaming subscriptions. Canadians on average are watching content on free ad-supported platforms between two to five hours a week. A third of those polled stated financial concerns as a leading factor when deciding to end a paid subscription.
Still, 87 percent of connected Canadians pay for at least one streaming service. Of those numbers, half were content to cancel their paid accounts after watching what they wanted to see.
Randall went on to say, “Compared to U.S. consumers, Canadian TV viewers are more likely to search online, visit a website, and talk about an ad or product after seeing a connected TV ad. With LG Ad Solutions’ expansion into the Canadian market, advertisers can effectively reach and engage this valuable audience that is more likely to convert.”
The study found 52 percent of Canadians got their film and series recommendations from friends and family compared to 45 percent who took suggestions from a streaming service’s home screen.