An in-depth exploration of the "streaming-by-default era" that’s transforming Canadian television consumption. In this session, we will delve into the dramatic shift from linear to streaming TV, highlighting the rise of "default streamers," the surge in ad-supported video-on-demand (AVOD) adoption, and the explosive growth of free ad-supported streaming TV (FAST). We will uncover the challenges and opportunities these trends present for marketers, emphasizing the need for a new planning playbook to effectively reach and engage audiences. Attendees will gain valuable insights into evolving content strategies and discover how to adapt their marketing approach to thrive in this dynamic TV landscape.