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New Study Released On How Canadians Select Their Audiovisual Content

oldTV [1]New technologies are influencing the viewing habits of Canadian consumers with regard to audiovisual content and at the same time enhancing the availability of such content. A study, How Canadians Select Audiovisual Content [2] (PDF), was commissioned by Telefilm Canada [3], the Société de développement des entreprises culturelles [4] (SODEC) and the Canada Media Fund [5] (CMF). Based on results of focus groups convened across the country, indicates, notably, that Canadians are now increasingly choosing to watch TV series instead of feature films and confirms that most film-viewing is done through television. The study found, moreover, that consumers are increasingly seeking on-demand access to audiovisual products across a wide variety of platforms.

The study aimed to provide a better understanding, from a qualitative perspective, of consumers’ new expectations, of how they make their viewing decisions, of the sources they consult when making these decisions, of the impact of digital platforms on their decisions and of their perceptions of the industry. Montreal marketing research firm Ad hoc recherche [6] organized eight focus group sessions—in Sherbrooke, Montreal, Toronto and Vancouver—involving some 60 participants aged between 25 and 59. The participants were categorized as Connected/Superviewers and Active At Home consumers for purposes of the study. These market segments are as were identified in a previous study [7] (PDF) that Telefilm commissioned in concert with HEC Montréal and Ad hoc recherche). Given the qualitative nature of the study, no statistical findings can be extrapolated; however, given that participants expressed similar opinions on several different topics, the study makes it possible to identify a number of significant trends.

The complete study is available here [8].

“As I recently stated during my appearance at the CRTC’s Let’s Talk TV: A Conversation with Canadians [9], I believe that innovation with regard to accessibility and consumer engagement is essential if we want Canadian content to really resonate with audiences,” said Carolle Brabant, Executive Director of Telefilm Canada. “Every time content is shown on the big screen, broadcast on television or made available on digital platforms, we have incredible opportunities to promote Canadian talent, not only to Canadians, but to the world.”

Added Monique Simard, President and CEO of SODEC: “We’re seeing that the multi-screen phenomenon is very positive, because it means that a wider variety of audiences have access to cultural products and these products are more accessible.”

Valerie Creighton, President and CEO of the CMF, continued: “The technology choices available to consumers today transform their entertainment consumption to a personalized, portable, shareable, on-demand experience, and this new report provides solid evidence that Canadians want access to content at any time, from anywhere, on their platform of choice.”

Highlights of the study

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1 Comment To "New Study Released On How Canadians Select Their Audiovisual Content"

#1 Comment By Tami Quiring (@VillageGamer) On Friday September 26, 2014 @ 12:46 am

New Study Released On How Canadians Select Their Audiovisual Content [14] #cancon #cdntv #cdnfilm