The Canada Media Fund (CMF) published its 11th annual report Report on key trendsexploring how the Screen-based industries could evolve in the years to come, including where advertising, viewing habits and media technology are heading.
Key data points from the study include that screen content consumption has remained stable between the third quarter of 2021 and the third quarter of 2022, even as Canadians emerged from pandemic routines and resumed more normal life and travel. 84% Anglophones and 81% Francophones watched live TV via a linear channel in the last month (Q3 2022) with TVs remain the primary device for watching TV content to 78% English-speaking and 88% French-speaking (up from Q3 2021).
Canadians surpassed other G7 countries in the third quarter when it comes to on-demand TV and streaming services, with 91% of viewers watching last month. While market penetration for most services remained stable between Q3 2021 and Q3 2022, Disney+ stands out with growth of 4% among Anglophones and 8% among Francophones. netflix market penetration has declined by 3% and 5%, respectively, among Anglophones and Francophones, but still retains the largest market share among Anglophones at 63% and is second most popular among Francophones at 57%. Youtube is the most popular streaming platform among French speakers (59%) and the second most watched among English speakers (57%).
Digital platforms continue to account for the bulk of advertising purchases in Canada with $11.1 billion in investment, a 15% increase from 2020. Television attracted $2.8 billion in advertising dollars, a 12% increase compared to 2020.
Among other predictions, CMF research points to the increased share of ad revenue that platforms like ICT Tac attract. According to a OMDIA to studyTikTok will attract more than two-thirds of online video ad revenue by 2027 (37% of all online video ads), more than Meta and Youtube combined, each of which will capture only 12%. The report cites PARQOR founder Andrew A. Rosen suggestion that social platforms like YouTube and TikTok, not big streaming players like Netflix and Disney, could redefine the business model of personalized on-demand streaming.
With the With the streaming video-on-demand (VOD) market yet to mature, CMF says opportunities remain both for the industry – in the form of unconquered audiences – and for consumers who have now access to a growing number of platforms. The data provided indicate that oOf the 5 billion people connected to the Internet, only 1.5 billion subscribe to a VOD service. The report also mentions research on the growth potential in key regions like India where VOD subscriptions are expected to triple by 2026 to 155 million. The growth of ad-supported services like FAST (free, ad-supported streaming TV) also present opportunities.
Impact of AI
The CMF report indicates that the explosion of synthetic media creation tools based on artificial intelligence like Midjourney, Dall-E, Lexicaand ChatGPT have the ability to accelerate the economy of digital creators as deep learning algorithms are increasingly applied to creative tasks. The report says this will have two main effects: lowering the barrier to entry for most creators and, second, making professionals better and more effective at what they do.
The report says the exact socio-economic consequences of creative AI are difficult to predict. While the World Economic Forum estimate that up to a third of all work will be automated over the next decade, the CMF report indicates that more will be created. He also notes other challenges that AI models present around deepfakes, copyright and authorship.
Values and spectators
Among other viewing trends, the report explores the effect of social and political impacts on the screen industries. According to CMF data, authenticity, transparency, fairness, inclusion, diversity and sustainability are increasingly important values for audiences – especially Gen Z viewers – and for creators, as well as representation in front of and behind the camera. 40% of consumers say companies with a strong public stance on social issues are important to them and influence their purchasing decisions.
“The CMF is proud to publish this annual resource for the industry. Over the past few years, the demand for screen content has grown exponentially, and advances in technology and distribution have presented opportunities for creators,” said Richard Koo, Vice President Analytics & Strategic Insight, CMF, in a statement. “New voices are emerging and thriving in ways we have never seen before, and the power to decide what is produced is moving away from traditional gatekeepers to a more democratized and representative body of decision-makers – the consumers themselves. same.”
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