2014 was a turning point for Canada’s digital-first media landscape, according to a new report released today by the Canadian Media Production Association (CMPA).
Although the evidence suggests that a majority of consumers (83% according to a Television Bureau of Canada study in 2014) are still tuned to commercial television, the balance of their viewing time – 17% – is increasingly directed to streaming services such as YouTube, Netflix and shows from online retailers such as iTunes.
Meanwhile, although the latest MTM data suggests that only 5% of Canadians view television exclusively online, the traditional cable/satellite TV business has undeniably slowed, and new services are perceived as a definite threat to the status quo. Netflix is the prime example: the internet TV giant launched in Canada in 2010 and had an estimated 3 million subscribers last year, up from 2.2 million in 2012.
“Ensuring Canadian programs are available and visible in the vast depth of content offerings will be key to Canada’s success,” says Valerie Creighton, President and CEO of the CMF. “As we have seen, the marketplace for digital-first content is transforming and each day, new players as well as traditional media companies are making announcements about their new initiatives to get into the game. Whether its new SVOD services, OTT channel offerings, or digital series launched on YouTube or VIMEO, Canada’s producers have a growing role to play in this burgeoning market for digital-first content.”
The report, Content Everywhere (2): Securing Canada’s Place in the Digital Future, examines the emerging marketplace for English-language linear content created outside the traditional studio and broadcast system over the past four years.