CMF releases second Demographic Report
Toronto, December 10, 2024 – The Canada Media Fund (CMF) today published the second edition of our Demographic Report with data collected from individuals who self-identified through our PERSONA-ID system for CMF programs in the 2023-2024 fiscal year.
While we now have two consecutive years’ worth of data through the PERSONA-ID system, it is too early to identify definitive trends. Therefore, this Demographic Report should be read with the lens of how consistent annual data could be reported on in the future.
Key takeaways
- PERSONA-ID participation increased: In 2023-2024, 89 per cent of all declared Key Roles included a PERSONA-ID number, compared to 83 per cent in 2022-2023. Meanwhile, shareholder participation rose from 67 per cent in the previous year to 85 per cent in 2023-2024.
- More Indigenous representation: The overall representation of First Nations, Inuit, and Métis peoples in Key Roles within linear content increased from seven per cent to nine per cent in 2023-2024. This growth was especially notable in Indigenous-language productions, where Indigenous representation rose from 57 per cent to 68 per cent.
- Representation of Diverse Communities grew: Across all linear content, Diverse Community representation in Key Roles rose from 32 per cent in 2022-2023 to 36 per cent in 2023-2024. In interactive digital media (IDM) content, representation grew from 46 per cent to 49 per cent in 2023-2024.
Alongside year-over-year data, the report incorporates results from a PERSONA-ID user survey conducted in February 2024 and feedback gathered from consultations with industry guilds, associations, and community organizations during the spring and summer of 2024.
A cornerstone of our Equity, Diversity, Inclusion, and Accessibility Strategy PERSONA-ID is a self-identification system used to measure and monitor the demographic representation of Key Roles and Ownership in projects submitted to and supported by the CMF. The confidential demographic data is used in an aggregated and anonymized form to inform our policies and programs that provide support for underrepresented creators in Canada’s audiovisual sector.
About the Canada Media Fund
The Canada Media Fund (CMF) fosters, develops, finances, and promotes the production of Canadian content and applications 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. Visit our website for more information.
Media Contact
Maxime Ruel
Senior Manager, Communications
[email protected]
