TORONTO – Led by digital platforms like Netflix, film viewing is on the rise on Canada, particularly among younger segments of the population, says a new study by Telefilm Canada.
According to Audiences in Canada: Trend Report, 81% of films are viewed primarily at home, through either live broadcast television, paid streaming (via such subscription services as Netflix, shomi and illico.tv), and personal video recorders. Sixteen percent of films are viewed at movie theatres and 3% on mobile devices.
While Canadians, overall, say 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 – moviegoing attendance remains constant among heavy moviegoers, (10 films or more over the last 12 months), and 13-24 year-olds. Heavy moviegoers account for only 16% of Canadians who go to the movies but generate the highest ticket sales (60% of tickets sold).
The mood of Canadians – which thus influences genre – is the leading criteria used to select a film. Comedy continues to be the most popular genre, followed by action/adventure, mystery/detective and drama films.
Other highlights from the report include:
– 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, and millennials are among those who use this service most heavily;
– English-speaking Canadians continue to struggle to recognize Canadian-made films, owing to a lack of clear markers that signify the country of origin of films. This may explain why the perception regarding the quality of Canadian films has not improved;
– French-speaking Canadians easily recognize home-grown content produced in French and hold favourable opinions of the domestic audiovisual industry. French-speaking Canadians continue to consider the availability of Canadian French-language TV series and movies on multiple platforms important;
– Day-and-date releasing doesn't affect movie theatre 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%).
"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”, said Telefilm Canada executive director Carolle Brabant, in the report’s news release. "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."
