Understanding and Engaging with Audiences

In a context of rapidly changing audience behaviour, Telefilm seeks to provide market intelligence to industry stakeholders regarding Canadian consumption of media content. This report provides a summary of the audience data and trends that Telefilm has been measuring since 2012. Nielsen Media Research was retained to conduct the 2016 study, which received financial support from the Canada Media Fund, the Ontario Media Development Corporation, Creative BC and the Société de développement des entreprises culturelles.

This report is based on an extensive survey conducted in June 2016 and eight focus group discussions held in Quebec City, Montreal, Toronto and Vancouver.

Key conclusions to this study are:

• Media consumption is on the rise given the number of readily accessible options available;
• Despite a mainstream & traditional way to watch content, Canadians explore alternative options driven by an increased quality & accessibility;
• There is a difference between perceptions of the French-language and English-language Canadian industries;
• Canadian cinema is not well marketed and is sometimes hard to identify.