Press Releases

Data Reveals Friends and Humour Prevail Over Lovers and Politics When It Comes to Streaming Recommendations

Thursday, May 18, 2017 4:53 am PDT
"Consumers globally seem to be viewing more content than ever before"

What to watch next is on the minds of viewers, according to the latest survey data from Roku, Inc. Conducted ahead of Streaming Day, taking place on Saturday, May 20, the survey offers insights into how consumers make streaming decisions, including who and what is the most influential when it comes to deciding what to watch.                                                                  

Findings include:

  • The threshold for trust is highest among friends: People trusted their friends more than partners or significant others for movie and TV recommendations. Nearly 54% of Canadians trusted friends. In contrast, only 17% trusted the entertainment recommendations of their partners or significant others the most.
  • Humour unites us: When it comes to movie and TV show recommendations, 65% of Canadians looked to those with a similar sense of humour versus 26% with the same political and economic social views, 15% from the same town or 12% of the same gender.
  • Commercials reign supreme: Fifty-two percent of respondents said commercials influence what they watch. Canadians are also influenced by the cast of a movie/TV show (50%), followed by Facebook posts (35%) and online news stories (34%).
  • TV shows are more commonly recommended than travel tips and restaurants: Respondents were roughly twice as likely to share recommendations on TV shows (27%) and movies (24%) than restaurants (14%) or travel (12%).
  • People value time alone: Forty-one percent of Canadians said watching a movie or TV show alone provided valueable “me time”. Other reasons for watching alone included needing to focus on a TV show or movie (24%), embracing the guilty pleasure of a TV show or movie (10%), or because the content was often inappropriate for kids (3%). Millennials craved that movie/TV alone time the most – 53% of respondants aged 18-34 watched for the alone time, compared to just 35% of those aged 35-54 and 33% of those aged 55 and over.
  • How You Doin?” ranks the #1 favourite TV quote: Twenty-one percent of respondents chose this popular Friends quote as their favourite, two decades since being on the air. Nostalgia continued to dominate with “No soup for you!” from Seinfeld (15%) and “D’oh!” from The Simpsons (14%), which took the second and third spots.
  • “May the Force be with you” ranks the #1 movie quote: Fifteen percent of respondents chose this time-honoured Star Wars quote as their favourite, followed by “Go ahead, make my day” from Sudden Impact and “You talking to me?” from Taxi Driver (both 11%).

Streaming continues to soar in popularity as Roku users worldwide streamed over three billion hours of video and music in the first quarter of 2017 alone, up from over nine billion in all of 2016.

“Consumers globally seem to be viewing more content than ever before,” said Abby Reyes, streaming expert at Roku. “Before the advent of streaming, viewing decisions were limited more by scheduling, locality and familiarity. Now, we trade recommendations with a vastly wider circle to help us find what to watch. Although we love our spouses, we’re not always in love with what they want to watch. Instead, we may look to those who have a similar sense of humour to help us choose our next movie or TV show.”

The Roku platform features more than 2,500 streaming channels and 100,000+ movies and TV episodes.


The survey was conducted online by Macro, Inc. using a Cint panel from April 24 to May 1 among a cross section of 535 adults aged 18-65 in Canada.

About Roku, Inc.
Roku pioneered streaming for the TV and aspires to power every TV in the world. As of March 31, 2017, the Roku OS powered TV streaming for 14+ million monthly active accounts which streamed 3 billion hours of video and music in the first quarter. Roku is known for streaming innovation and high customer engagement, offering content providers and video advertisers the best way to reach streaming audiences. Roku streaming players and Roku TV models are available in 10 countries through direct retail sales and licensing arrangements with TV OEMs and service operators. The company was founded by Anthony Wood, inventor of the DVR. Roku is privately held and headquartered in Los Gatos, Calif. U.S.


Roku is a registered trademark of Roku, Inc. in the U.S. and in other countries.



Multimedia Files:

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Roku Streaming Day 2017 Infographic Canada
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Lady on Couch - Watching TV


The iPR Group
Corey Ruth

Mike Duin
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