Valerie Creighton, President and CEO, Canada Media Fund added: “In an era of abundance and constantly-evolving consumer habits, it’s essential for the industry, whether its producers, distributors or funders, to better understand today’s audiences,” stated Valerie Creighton, President and CEO, Canada Media Fund added. “By identifying what motivates audiences, how they can be engaged and what they value in the content they consume, the study’s findings will allow us to better position Canadian content in today’s borderless, digital world.”
“Providing market intelligence allows us to help the industry make better decisions,” added Carolle Brabant, Executive Director of Telefilm Canada. “The study contains valuable information about the viewing habits and preferences of Canadian consumers of audiovisual products. For example, in identifying two key audience segments, “Curious” and “Belonging”, and highlighting the genres of films they prefer, the study will help Canadian content producers and promoters better target their audiences. I’m also pleased that, as the study found, almost three quarters of Canadians surveyed believe that Telefilm plays an important role in Canadian film. This is a vote of confidence in publicly funded support for creative talent in Canada.”
Valuable insights for the industry
Based on its findings, the study offers insight into what content producers should consider when producing or promoting to the “Curious” and “Belonging” viewer segments. For example, they should:
Prem Gill, CEO, Creative BC also added: “We know that audiences are consuming more content than ever before. By using this data to understand our viewers, funders and industry can collaboratively and strategically allocate resources toward sustainable growth.”
Karen Thorne-Stone, President and CEO, OMDC added: “The Ontario Media Development Corporation is keenly interested in research which informs us about connecting content with audiences. Canadian filmmakers are creating compelling, high-quality film and television products and these findings will help producers and distributors from Ontario and across Canada target their marketing and outreach to effectively reach key audience segments in a very noisy digital marketplace.”
Monique Simard, President and Chief Executive Officer, SODEC further added: “Times are without a doubt changing, and if we wish to keep pace with these major transformations and continue to achieve our mission of supporting and fostering the development of cultural organizations, we need to better understand the consumption patterns that characterize our audiences. This information is crucial and also valuable to the industry, for it allows us to better identify our required actions.”
Understand and Engage with Audiences was based on a two-part study conducted by Nielsen. In the first part of the study, Nielsen conducted an online survey, between May 27 and June 10, 2022, of 3,010 Canadian residents, English and French, aged 15 or over. Based on the results of this survey, Nielsen identified five movie-watcher segments. In the second part of the study, Nielsen held focus groups with two of these segments, “Curious” and “Belonging”—together representing 50 per cent of content viewers in Canada. The focus groups, which involved a total of 59 participants, were held in Toronto and Vancouver (in English) and Montreal and Quebec City (in French) from September 20 to 28, 2022.