Also releases study showing Canadian content drives tourism
NETFLIX TODAY LAUNCHED a new website called Netflix in Your Neighbourhood, which highlights the Canadian cities and towns that have been used as Netflix filming locations, and released a new study indicating Canadian content has the potential to help drive tourism in the country.
The study was conducted by Basis Research in November 2020 and aggregates findings from research in Brazil, France, Germany, U.S., Australia and Sweden, according to the methodology described in the report. A total of 13,500 people were surveyed and 20 Netflix titles were tested.
The purpose of the study was to evaluate “the impact of Canadian content on affinity towards the culture of, and tourism to, Canada,” the report says.
“Our research found that Netflix content made in Canada has a huge effect on cultural affinity by revealing the authentic side of Canada, immersing viewers in the local culture and showcasing faraway locations,” the report reads.
The study indicates Netflix audiences are 1.8x more likely to have seen Canadian content than people who do not watch Netflix.
In addition, people who have watched Canadian content are 2.1x more likely to say Canada is their number one travel destination, according to the study. They are also 2.7x more likely to want to learn French, the study says.
Specifically, as shown in the chart above, the study found people who have watched Canadian content are more interested in Canadian nature than those who have not seen Canadian content, by 20 percentage points. They are also more interested in Canadian road trips (+24 percentage points), food and drink (+25 percentage points), history (+23 percentage points), Indigenous culture (+22 percentage points) and the local creative scene (+25 percentage points).
When it comes to individual Netflix titles, viewers of period drama Anne with an E are more interested in getting to know Canadians (56%), Canadian history and heritage (54%) and Canada’s cities (50%), according to the report.
People who have watched the Quebec-shot action thriller Jusqu’au déclin (The Decline) are more interested in Canada’s nature and wildlife (74%), hiking and camping (66%) and road trips (62%), while viewers of travel documentary series Somebody Feed Phil are more interested in food and drink (79%), getting to know Canadians (68%) and Canada’s cities (76%), the report says.
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Image/chart borrowed from the Netflix report.
