Now in its sixth year in Canada, Roku’s ‘VOD Evolution’ study is a valuable lens into how viewing habits are evolving and what that means for advertisers trying to break through in a fragmented media environment. The latest edition provides exclusive, Canada-specific insights into how viewers discover content and what drives their choices. There is data on how genre preferences, social influence and cross-platform browsing are reshaping engagement. You will hear about the continued resilience of free streaming platforms. With over half of streamers in Canada actively switching streaming services, including because of specific content drops, advertisers must understand these viewer journeys to capture attention in the right moments. This presentation offers advice on how to do that, and considers the need to look beyond daypart targeting and ensure message is aligned with motivation.