Spring 2024


Perspectives Spring 2024 cover

Embracing Change

The second issue of Perspectives explores change. We’ve all heard the expression “embracing change” but what kind of change matters most for the screen industry? What dynamics should we be paying attention to?

Our industry is built upon a diversified ecosystem with multiple creative realms—audiovisual productions, digital creation on social media platforms, and video games, not to mention extended reality—and they are all intertwined and impacted to varying degrees by current economic, societal, behavioural, and technological dynamics.

These dynamics are tied together by a structural transformation of the industry that is driving us not only to adapt, but also to collectively reinvent ourselves. Today, artificial intelligence, environmental sustainability, equity, diversity, inclusion, and accessibility are reshuffling the deck. Is the screen industry aligned with the times and the world? Do we have what it takes to meet today’s societal, ecological, and technological challenges head-on? Can we look at the data and trends to move forward in integrating these important societal changes now? The answer is certainly yes. Our creativity is what powers our industry, especially when it comes to meeting such challenges.

Florence Girot
Senior Manager, Foresight and Innovation

The complete foreword can be found in the PDF.

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Section 1: Conquering screens in the race to profitability


Back when media companies were entering the streaming arena one after another, producing premium content able to attract eyeballs—and subscriptions—whatever the cost was the goal. After years of free-flowing investment, the time for profitability has come. How have streamers changed their approach? What does it imply for industry stakeholders? Section 1 explores how the strategies deployed aim at conquering screens to get audiences’ attention.

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Section 2: Connected Audiences


Thanks to their smart TVs and phones, audiences—the key to success for broadcasters and streamers—are more connected than ever. Section 2 presents data on the device preferences and viewing habits of Anglophone and Francophone Canadians aged 16-64. Ultimately, smart TVs, laptops, and phones don’t just serve as ways to watch content. Their connectivity is also key in strengthening audience engagement.

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Section 3: Interactive Digital Media at the Crossroads

Economic dynamics are blurring the boundaries between IDM and the audiovisual sector

The interactive digital media scene had an interesting 2023, as detailed in section 3. While gaming remains a huge source of entertainment for all ages, the sector is going through a rebalancing phase following a hectic few years. Growth is expected to continue—albeit at a slower pace—as will competition from giants such as Netflix, Amazon, and YouTube, increasingly banking on cloud gaming.

As for immersive worlds and experiences, headset-accessible or otherwise, they continue to make their way into our lives even as the hype and buzz words recede. The expertise acquired over the years will be crucial for the future development of the screen industry.

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Section 4: Key Factors in Building a Stronger Industry

The screen industry is aligned with the times and the world

The screen industry has always been in a constant state of evolution. Societal, ecological, and technological issues now mingle with more traditional economic challenges.

Section 4 explores the key transformative factors to keep in mind in 2024 to continue strengthening our sector: from our ability to assess our room for improvement in terms of equity, diversity and inclusion, to the implications of revolutionary technology like AI, to environmental issues.

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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. To learn more, visit cmf-fmc.ca.

CMF Foresight and Innovation

Vice President, Analytics and Strategic Insights
Richard Koo

Senior Manager, Foresight and Innovation
Florence Girot

Coordinator, Foresight and Innovation
Corinne Darche

Analyst, Data Management
Linda DiFederico


Diego Briceño
Corinne Darche
Florence Girot
Nicole Matiation

English Editing
Laura Beeston

Lawrence Creaghan
Anne Laguë


Trevor Stewart


In case you missed it…

Perspectives: Flipping The Screen (Fall 2023)

The creator economy is producing staggering figures: from the number of digital creators, to the economic forecasts for this flourishing market (expected to reach US$480 billion by 2027, according to Goldman Sachs), to the steady shift of audiences towards user-generated content platforms.

A breeding ground for talent, creativity, and diversity, the digital creator ecosystem is shaking up the established order as younger (and older) generations embrace this content. Traditional media is paying close attention, and we are seeing the line between traditional and digital starting to blur.

Backed by the latest data and analysis, this first issue of Perspectives provides an overview of the forces at play and helps us better understand the dynamics at work in this race for audiences and attention that is rapidly reshaping our industry. While creativity and talent are central to both ecosystems—traditional media and digital creators—the modus operandi differs. Two distinct universes, different rules of the game, but collaborations are happening as we speak — as you’ll see in this issue.

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