Canadians consuming more TV
With a five per cent increase compared to last year, television shows gain ground with Canadians
Montréal, November 14, 2017 – The Canada Media Fund (CMF), in partnership with Telefilm Canada, released today a new study on Canadian audiences. The study reveals a five-point, year-over-year increase in consumption of television by Canadians, demonstrating that this platform is gaining popularity among Canadians and it is increasingly attracting frequent viewers who consume television once a day to six times a week. The study was conducted by Nielsen, a world leader in media research. The full study is available here.
“Reliable market intelligence allows us to better understand audiences’ behaviour in this era of abundance of content and constantly-evolving consumer habits,” said Valerie Creighton, President and CEO of the CMF. “It is essential for the industry, whether its producers, distributors or funders, to better understand these habits. By identifying trends in what consumers value, we continue to build on ways to better engage audiences. The study’s findings will allow us to continue positioning Canadian content in today’s borderless, digital world.”
“Since 2012, we have lived up to our mandate as a thought leader by providing our various stakeholders market intelligence crucial for the development of our industry,” said Carolle Brabant, Telefilm Canada’s Executive Director. “In addition to identifying emerging trends and offering a clear picture of the industry, this study enables us to evaluate the impact of our actions. Once again, Canadians have reaffirmed that Telefilm plays an important role for Canadian cinema. This vote of confidence was evident throughout the study, particularly with respect to our pride in our success and the paramount importance of promotion initiatives. We see that the market is open and that Canadians want more content and more diversity than ever before. The doors have been flung wide open!”
Other highlights of the study
- Pride and interest in Canadian culture is strong among Canadians:
- Canadians are proud when Canadian talent and content is celebrated internationally (76%), and the majority of Canadians think promoting Canadian content is important (80%).
- Since 2016, the viewing of Canadian films has increased (+5 points), as has interest in Canadian films (+4 points) and recognition for Canadian productions (+4 points).
- 78% of respondents agree it is important that the government support the production of distinctively Canadian productions (+4 points vs. 2016).
- Wide-reaching platforms have the most impact on Canadians for content viewing and as sources of information. Netflix and YouTube are the top online viewing platforms, and online searches are the most important sources of information.
- Content viewing is up across films, television, and documentaries. The two market segments that show the most interest in Canadian content and the most potential for the industry, The Curious and The Belonging, grew year-over-year.
Nielsen conducted an online survey among Canadians aged 15 years and over to assess their media consumption habits, behaviours, and attitudes. A total of 3,009 Canadians were surveyed as part of this research initiative, with quotas assigned based on age, gender, and region. Data presented throughout this report has been weighted by age, gender, and region to match the distribution of the demographics in Canada. The survey was in field between May 2 and May 18, 2017, and took an average of 24 minutes to complete.
About the Canada Media Fund
The Canada Media Fund (CMF) fosters, develops, finances and promotes the production of Canadian content for all audiovisual media platforms. The CMF guides Canadian content towards a competitive global environment by fostering industry innovation, rewarding success, enabling a diversity of voice and promoting access to content through public and private sector partnerships. The CMF receives financial contributions from the Government of Canada and Canada’s cable, satellite and IPTV distributors. Please visit cmf-fmc.ca.
About Telefilm Canada — Inspired by talent. Viewed everywhere.
Celebrating 50 years in 2017, Telefilm is dedicated to the cultural, commercial and industrial success of Canada’s audiovisual industry. Through funding and promotion programs, Telefilm supports dynamic companies and creative talent at home and around the world. Telefilm also makes recommendations regarding the certification of audiovisual treaty coproductions to the Minister of Canadian Heritage, and administers the programs of the Canada Media Fund. Launched in 2013, the Talent Fund accepts private donations to principally support emerging talent. Visit telefilm.ca and follow us on Twitter at twitter.com/telefilm_canada and on Facebook at facebook.com/telefilmcanada.
Canada Media Fund
Advisor, Public Relations – French Market
(514) 283-0838, ext. 2065 or 1 800 567-0890