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Understanding and engaging with audiences

Context: In a context of rapidly changing audience behaviour, we seek to provide market intelligence to industry stakeholders regarding Canadian consumption of media content. This report provides a summary of key audience data and trends discovered through the survey and focus group discussions. Furthermore, two key segments “Belonging” and “Curious” have been identified as particularly promising for Canadian content.

Research firm: Nielsen Media Research was retained to conduct the 2016 study.

Study funding: This study received financial support from Telefilm Canada, the Canada Media Fund, the Ontario Media Development Corporation (OMDC), Creative BC and the Société de développement des entreprises culturelles (SODEC).

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