Not long ago, buying a ticket to the movie theatre was the only option to see a movie. Trailers, behind-the-scenes photos and interview snippets made people curious and interested enough that waiting months, a 90-day theatrical window, for a buy-at-home option was out of the question. After COVID-19, studios had to shorten that window to keep films available. Now, as streaming services have grown steadily in recent years, studios are still looking beyond theatrical releases, adding on-demand availability as a tool for a movie’s success and profit.
In Canada, while traditional broadcast and cable television are still the primary ways to consume TV content, streaming is gradually making its way in. According to the 2025 Canada Streaming Audio and Video Market Report, nine in 10 Canadians stream video weekly. Another report shows that 55 per cent of Canadian TV viewers now use ad-supported streaming services in an average month, up from 44 per cent in 2023. Streaming represented 44.8 per cent of U.S. TV viewership in May 2025, according to a Nielsen report, outpacing the combined share of broadcast and cable for the first time ever.
The perks of streaming services for film releases
As streaming services continue to grow, part of the strategy behind a movie release is figuring out which scenario will bring in the most profit. While theatrical releases are still the most profitable option — as long as the film doesn’t flop — revenue is typically split roughly 50-50 between the studio and the theatre. The profit ratio on streaming is different. With PVOD/VOD (paid video on demand/video on demand), the studio keeps an average of 70 to 80 per cent.
With that in mind, highly anticipated films can still pull in a significant amount with PVOD available within days of their theatrical release, while smaller, lower-budget films can reach a wider audience, worldwide even, by making their movies available on demand.
New and upcoming films available on stream services
People We Meet on Vacation (2026) — Based on the novel by Emily Henry, the romantic comedy stars Tim Blyth and Emily Bader. Opposites, they become close friends after sharing a car trip from their hometown of Ohio to Boston and going on decade-long summer trips together. The movie was released Jan. 9 on Netflix.
Together (2025) — Starring Dave Franco and Alison Brie, the supernatural body horror follows a long-time couple who move to the countryside, leaving behind everything familiar, and encounter a mysterious and unnatural force. The movie premiered in July 2025 and is now available on Prime Video.
Killer Whale (2026) — Starring Virginia Gardner and Mel Jarson, the two best friends’ perfect trip takes a wrong turn when they find themselves trapped in a lagoon with a dangerous orca. Available on Prime Video and other streaming services on Jan. 16.
The Rip (2026) — Starring Matt Damon, Sasha Calle and Ben Affleck, the film follows a group of Miami cops who discover a stash of millions in cash. As outsiders learn about the huge seizure, distrust grows and they begin to question who they can rely on. Available on Netflix on Jan. 16.
Into it! 
Leave a comment