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A new national report suggests Canadians are changing how they stream content, with cost, connection and accessibility playing a bigger role than ever, a trend that could soon be even more noticeable in rural communities like Northumberland County.
The report, released by Tubi and based on research from The Harris Poll, found that 84 per cent of Canadians say watching ads is a fair trade off for free streaming content, reflecting a shift away from the once dominant preference for ad free viewing.
The findings come as high speed internet access continues to expand across rural Ontario, including Northumberland, where improved connectivity is expected to give more residents access to streaming platforms in the coming year.
According to the report, 75 per cent of Canadians say they stream together with others in their household, while more than half say they also watch content with friends or family outside the home. Researchers say this points to streaming becoming more of a shared social experience.
Cost is also a major factor. The report found 79 per cent of Canadians have cancelled or would consider cancelling a streaming subscription due to price increases, while 82 per cent say switching to free services helps manage rising expenses.
The report also highlights the role of streaming in building community, with 65 per cent of Canadians saying they feel part of a fandom based on what they watch, and 71 per cent discussing shows with others afterward.
Researchers say as internet access improves in rural areas, these trends are likely to accelerate, giving more households the ability to explore free, on demand content while staying connected through shared viewing experiences.
(Written by: Joseph Goden)
