Telefilm Canada releases report on audience trends in Canada

• Film viewing is increasing, driven by digital platforms and the 13-24-year-old audience segment;
• Attendance at movie theatres remains constant among heavy moviegoers and millennials.

Toronto, October 29, 2015—Telefilm Canada today released a report titled Audiences in Canada: Trend Report at the Playback Marketing Summit, in which it is a partner, in Toronto. The report indicates that the incidence of film viewing is increasing across the country, with the increase driven by digital platforms and younger audiences. The report also indicates that attendance at movie theatres remains constant among heavy film-viewing audiences and millennials (13-24 year-olds).

The report is based on results obtained through the following initiatives:

• A study of Canadians’ consumption of audiovisual content, including consumption trends for 2013-2015 based on surveys conducted in 2013, 2014 and 2015. These surveys were funded by Telefilm and Le Centre d’études sur les médias, based at Université Laval. The study was facilitated by a partnership between Telefilm and HEC Montréal;
• Focus groups convened in 2014 in Sherbrooke, Montreal, Toronto and Vancouver involving participants who stated they watch a lot of films at movie theatres. This research was funded by Telefilm, the Canada Media Fund and the Société de développement des entreprises culturelles (SODEC); and
• A survey commissioned in 2015 by the Movie Theatre Association of Canada, in partnership with Telefilm, on Canadians’ moviegoing preferences. The survey was conducted by ERm Research.

The full report is available here.

“Telefilm has committed to providing the industry with state-of-the-art market intelligence,” said Carolle Brabant, Executive Director of Telefilm Canada. “The report helps to offer a more complete understanding of the tastes and habits of content consumers, especially as it pertains to heavy moviegoing audiences and millennials—two key segments when it comes to building audiences. It is clear that ongoing innovation is required to raise the profile of and promote Canadian content and to better target the best possible distribution and marketing strategies for each audience segment and for all screens.”

Report highlights

• Film-viewing levels have been rising since 2013, driven by digital platforms—thus, the proportion of film viewers who use Netflix to watch movies rose to 41% in 2015; 60% of viewers aged 15-34 use Netflix.
• 81% of film viewing is done at home; 16% at movie theatres and 3% on mobile devices.
• The top three ways Canadians watch films are through live broadcast television, paid streaming (via such subscription services as Netflix, Shomi and illico.tv) and personal video recorders. Subscriptions to cable and satellite services remain strong, at over 80%.
• While Canadians, overall, state that they go to the movies less often—owing to cost, a preference for watching movies at home and perceptions that there aren’t enough movies to be seen on a big screen—it’s worth noting that moviegoing attendance remains constant among heavy moviegoers and 13-24 year-olds.
• Heavy moviegoers (10 films or more over the last 12 months), account for only 16% of Canadians who go to the movies but generate the highest ticket sales (60% of tickets sold).
• Day-and-date releasing doesn’t affect ticket sales, given that heavy moviegoers who purchase movies released simultaneously on several platforms are also those whose moviegoing attendance has increased the most (+17%).
• Mood—how someone feels at a given time—is the leading criteria among Canadians when it comes to choosing a film to watch. Comedy continues to be the most popular genre, followed by action/adventure, mystery/detective and dramas.
• TV viewing is rising significantly. In 2014, 24% of Canadians said they watched a higher number of TV series than they did a year earlier, and this figure rose to 25% in 2015. Paid streaming ranks first as a means of accessing TV shows online. Millennials are among those who use this service most heavily.

About Telefilm Canada—Inspired by talent. Viewed everywhere.
Created in 1967, Telefilm is dedicated to the cultural, commercial and industrial success of Canada’s audiovisual industry. Through its various funding and promotion programs, Telefilm supports dynamic companies and creative talent here at home and around the world. Telefilm also makes recommendations regarding the certification of audiovisual treaty coproductions to the Minister of Canadian Heritage and Official Languages, and administers the programs of the Canada Media Fund and the Talent Fund, a private donation initiative. Visit telefilm.ca and follow us on Twitter at twitter.com/telefilm_canada and on Facebook at www.facebook.com/telefilmcanada.

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Media enquiries:
Douglas Chow, Head, Public Relations, Telefilm Canada
(416) 973-6436, ext. 2548 or 1-800-463-4607
douglas.chow@telefilm.ca