CTV Advertising in Canada: Costs, Trends & How to Launch Campaigns in 2025
CTV advertising in Canada has moved from an emerging trend to a core pillar of digital marketing strategy.
As more Canadians shift from traditional cable to streaming services, connected TV (CTV) advertising now gives brands the power to reach audiences on the biggest screen in the home with the precision and measurability of digital.
Over 80% of Canadian households now stream video content through platforms like Crave, Roku, Amazon Fire TV, and Samsung TV Plus, creating a growing opportunity for advertisers to connect with viewers in a premium, brand-safe environment.
This guide explores everything you need to know about CTV advertising in Canada including ad spend trends, typical campaign costs, and leading CTV platforms.
What Is CTV Advertising and How It Works in Canada
CTV advertising means connected TV advertising. It refers to digital ads delivered through internet-connected televisions, streaming devices, or smart TVs.
Instead of relying on traditional broadcast signals or cable, CTV ads are shown while viewers stream content on platforms like Crave, YouTube TV, Roku, Amazon Fire TV, and Samsung TV Plus.
In Canada, this shift toward streaming is transforming how brands reach audiences.
A typical CTV campaign in Canada works through the process listed below.
- Defining Target Audience and Campaign Goals
Advertisers or agencies identify who they want to reach and what they want to achieve such as boosting brand awareness, driving conversions, or increasing engagement.
- Purchasing Ad Inventory Through DSPs
Ad space is bought via a Demand-Side Platform (DSP) that connects to CTV streaming services and apps, enabling automated and targeted ad placement.
- Delivering Ads to the Right Viewers
Ads are shown to audiences that match the set criteria. For instance, families in Ontario are streaming a cooking show on Roku ensuring precise reach.
- Measuring Campaign Performance
Performance is tracked using digital metrics like impressions, completion rate, frequency, and household reach, offering insights far beyond traditional TV measurement.
CTV Ad Spend in Canada: 2025 Market Growth and Insights
Canadian Connected TV advertising spend grew by more than 20% year over year and in 2025, making it one of the fastest-growing digital ad channels in the country.
Several key factors are driving this rapid growth and they include;
- Massive Streaming Adoption
Over 80% of Canadian households now have at least one connected TV device, with platforms like Roku, Samsung TV Plus, and Amazon Fire TV dominating device share.
- Shift in Viewing Habits
Viewers are spending more time on ad-supported streaming platforms, such as Pluto TV, Tubi, and CBC Gem, creating more inventory for advertisers.
- Smarter Targeting and Measurement
Marketers value CTV’s digital-style precision, where ads can be optimized in real time and measured across devices.
- Budget Reallocation
Brands are moving from traditional broadcast TV to CTV and programmatic video to improve ROI and reach younger, cord-cutting audiences.
Connected TV Advertising in Canada: Key Platforms and Reach
Connected TV advertising in Canada is thriving as more viewers move away from traditional cable and toward streaming platforms.
In 2025, more than 80% of Canadian households own at least one internet-connected TV or streaming device, giving advertisers access to millions of engaged viewers across multiple platforms.
The CTV landscape in Canada includes both premium subscription services and free ad-supported platforms.
Together, they create a powerful environment where brands can reach audiences in brand-safe, high-quality content settings while taking advantage of precise digital targeting and real-time measurement.
Among the leading players is Roku, which now reaches nearly half of connected households in Canada.
Roku offers a self-serve ad platform and advanced targeting tools, making it ideal for brands seeking both scale and control.
Amazon Fire TV follows closely, using Amazon’s robust first-party data to target shoppers and streaming audiences across the country.
Samsung TV Plus has also emerged as a strong contender, reaching over five million viewers monthly through its free ad-supported channels.
For advertisers seeking premium inventory, Crave (Bell Media) and CBC Gem offer access to high-quality, Canadian and international programming, including HBO, news, and entertainment content.
Meanwhile, free streaming services like Tubi and Pluto TV continue to expand their audiences rapidly, providing cost-effective reach and high ad completion rates.
These platforms are particularly effective for national or awareness based campaigns due to their large, diverse user bases.
Final Thoughts
CTV advertising has firmly established itself as one of the most effective ways to reach modern audiences.
With streaming adoption now mainstream and programmatic technology making ad buying more precise,
CTV offers a rare blend of
premium storytelling, measurable performance, and audience targeting that traditional television can no longer match.
Looking ahead to 2026 and beyond, expect continued growth in ad-supported streaming channels and more sophisticated attribution models that tie CTV performance directly to sales and conversions.
Frequently Asked Questions (FAQ)
- What is CTV Advertising?
CTV advertising, or Connected TV advertising, refers to digital ads shown on internet-connected televisions and streaming devices.
- How Does CTV Advertising Work in Canada?
CTV advertising in Canada works through programmatic technology. Advertisers use demand-side platforms to buy ad inventory on streaming services and apps.
These ads are then shown to viewers who match specific demographic, geographic, or behavioral criteria, similar to online advertising.
- What are the Best CTV Platforms to Advertise on in Canada?
The top CTV platforms in Canada include Roku, Amazon Fire TV, Samsung TV Plus, Crave, CBC Gem, Tubi, and Pluto TV.
Each offers different audience segments and ad-buying options.
Roku and Fire TV are strong for programmatic campaigns, while Crave and CBC Gem offer premium, brand-safe inventory.
- What are the Benefits of CTV Advertising for Canadian Brands?
CTV advertising combines the storytelling power of TV with the targeting accuracy of digital.
Canadian brands benefit from measurable results, audience segmentation, and the ability to reach cord-cutting households that no longer watch traditional TV.
- Is CTV Advertising Suitable for Small Businesses in Canada?
Yes. Platforms like Roku offer flexible budgets and local targeting.
Small businesses can run campaigns starting from a few thousand dollars per month to target specific provinces, cities, or language groups.
- What’s the Difference Between CTV and OTT Advertising?
While the terms are often used interchangeably, CTV refers specifically to ads shown on a connected television screen, while OTT (Over-The-Top) covers all streaming content delivered over the internet including mobile, desktop, and tablet devices.
- How Can I Start a CTV Advertising Campaign in Canada?
To get started,
- Define your audience and campaign goals.
- Choose a DSP or platform
- Set your budget and targeting criteria,
- Upload your video creative.
CTV Ads in Canada: 2025 Costs, Trends & Launch Tips
