The Canadian Media Producers Association (CMPA) on Monday released results from a recent survey showing most Canadians believe in promoting and supporting Canadian identity and culture through the content shown on screen.
According to the survey on Canadian identity and cultural industries, conducted by Abacus Data, 91 per cent of Canadians feel it’s important to protect Canada’s culture and identity, especially in contrast to the influence of the United States.
Eighty-three per cent of Canadians said they would like to see greater investment in Canadian-made TV, film and digital content to ensure more content with higher production values is available for audiences, the survey found.
In addition, 91 per cent of those surveyed said the Canadian TV and film industry should focus on creating more Canadian content for domestic and international audiences.
As a feeling of Canadian nationalism sweeps the country during the current federal election campaign, the survey also revealed that 58 per cent of Canadians are at least somewhat more likely to support a political party that champions Canadian identity through their support for Canada’s cultural industries.
Other findings from the survey include: 86 per cent of Canadians believe the Government of Canada should actively support the Canadian cultural and creative industries through measures such as direct funding and tax credits; 90 per cent agree Canadian stories and content should be owned and controlled by Canadian companies instead of American ones; 83 per cent of Canadians would like to see more Canadian stories and perspectives on TV and digital media platforms than are available today; and 86 per cent of Canadians want to see the CBC producing Canadian content that reflects Canada’s history, stories and values.
The survey was conducted with 1,800 adults living in Canada from March 31 to April 3, 2025. A random sample of panellists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source, CMPA said in a press release. The data were weighted according to census data to ensure the sample matched Canada’s population according to age, gender, educational attainment, and region.
