Film Consumers
in Canada
September 23rd, 2013
Canadian Consumer Research
Reaching Canadian Audiences
In the past year, Telefilm has worked with research partners and research firms to
better understand Canadians, how they watch films and how they perceive the
Canadian film industry.
Top line information will be introduced in this presentation, including film consumer
segments identified in the Canadian market.
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Outline
The presentation includes three sections:
1. Market Highlights
2. Perceptions of the Canadian Film Industry
3. Canadian Market Segments
3
Market Highlights
4
A New Paradigm
Viewing behaviour is changing in Canada. Increased connectedness has
Canadians watching content, where and when they want.
Viewing is increasing:
• 54% of those aged 15-17 and 38% of those aged 18-34
reported watching more films versus last year.
• This was partially driven by market changes such as
online platforms and the increased availability of content.
• Although, particularly strong among younger age
segments adoption of new online platforms has been noted
across all age groups.
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Age and Viewing Habits
Age is an extremely important factor in terms of viewing habits:
•The quantity of films viewed declines with age.
• Younger Canadians are the heaviest consumers
of films in the country.
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Numbers are based on consumer recall estimates and should be used for trends only. This includes
viewing on all platforms of films from all countries of origin, not limited to Canadian films.
Key Factor in Selecting Films: Genre
Genre is the key factor in the selection process of a film.
The top genres by level of interest include:
1.
2.
3.
4.
Comedy
Action/Adventure
Drama
Mystery/Police
Factors less widely considered in selecting a film, in order:
2.
3.
4.
5.
6.
7.
8.
9.
The topic, story, facts and/or the book that inspired the movie
The cast
Positive reviews in the media
The awards the film has won
The director
That the film is Quebecois / Canadian*
The origin of the film
The producer
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* French-speaking Quebeckers were surveyed regarding “Quebec” films. Canadian Anglophones were surveyed
regarding “Canadian” films.
Viewing Locations and Platforms
Film viewing occurs principally in the home. Platform preference and age are also
associated.
‣In-home viewing increases
with age; most popular
among those aged 55+;
‣ Cinema visits are most
frequent among younger
consumers; and
‣ Other platforms (mobile
readers, tablets) are most
popular among younger
consumers.
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Perceptions of the Canadian
Film Industry
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English Market
English-speaking Canadians tend to have mixed perceptions regarding the
Canadian film industry.
•English-speaking Canadians often do not recognize Canadian films, identifying many
Canadian success stories as American.
•Movies that are more successfully identified as Canadian tend to have specific
markers that they are Canadian, for example, Goon, Trailer Park Boys the Movie and
Bon Cop Bad Cop.
•43% of English-speaking Canadians said the Canadian audiovisual industry has
improved over the last few years.
10
French Market
French-speakers have a more positive perception of the Canadian industry.
French-speakers tend to be very aware of the successful films from Quebec including:
•Bon Cop, Bad Cop
•Les invasions barbares
•C.R.A.Z.Y.
•A majority of 60% of French-speaking respondents agreed that Quebec film has
improved in the past few years.
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Canadian Market Segments
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Canadian Market Segments
Four segments of feature film consumers have been identified in the Canadian
market.
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The Casual Consumer
They represent 49% of the Canadian population, yet watch very few films.
•They are educated, older and better off economically than the average Canadian
consumer.
• They watch very few feature films, rarely make use of viewing platforms, and very
rarely stream or download movies.
•This is the industry’s least-coveted target, despite the fact the segment accounts for
almost half of the market (49%).
•Casual consumers look elsewhere for entertainment.
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Active at-Home
These consumers watch many movies, at-home on traditional platforms.
•This segment is the oldest of those in the four segments (average age of 51, with 44%
over 55).
•Active at-homes—many of whom are retired—have more free time and can thus watch
a higher number of movies, which they do primarily at home via traditional viewing
methods (live, via PVR, movie purchases or rentals).
•They rarely go out to movie theatres.
•These consumers are watching an increasing number of movies, and watch a lot of TV
series.
15
Connected Consumers
These consumers are younger web-based consumers watching an increasing amount of
film.
• This segment is quite young (average age of 40, and 47% are under 35)
•They are heavy Web users—for short films and to download or stream for free.
•They are consuming more and more movies.
•They’re not very partial to video on demand, PVRs, or even watching DVDs they own.
•While TV remains their medium of choice, they enjoy watching movies on their PC and
mobile platforms to a greater degree than the average consumer.
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Superviewers
These are the youngest and heaviest film consumers in Canada. They are present on all
platforms.
•Consumers in this segment are the youngest age group (average age of 36, with more
than half under 35).
•They watch all types of content, on all platforms, all the time.
•They avidly use streaming and downloading and are overrepresented on all available
platforms.
•Thanks to the multiplicity of available platforms, Superviewers are watching more
movies than ever before.
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Thank you!
For more information, contact:
carolyn.pennell@telefilm.ca