Film consumers in Canada : Consommation de films au Canada : les tendances sur trois ans et les conclusions des groupes de discussion

Focus Group Discussions Furthermore in 2014, focus groups were conducted in Sherbrooke, Montreal, Toronto and Vancouver with participants that qualified as members of the Active at home or Connected/Superviewer market segments** developed by Telefilm in the 2013 surveys. [...] Main findings 4 Film Viewing Levels Canadians reported watching slightly fewer films in 2014 (average of 85 in 2013 compared to 78 in 2014): Television is now considered the major competitor for films in terms of the audience’s time. [...] The film should ideally be on the key platforms for the target market. [...] Audiences tend to know the movie they want to see in advance passing to step 3 in the selection process. [...] VOD or Pay-per-view 22% On a mobile device 17% Two platforms have shown steady progress in viewership since 2012: - Paid streaming, per movie or by subscription monthly use by 22% in 2012 to 30% in 2014 - Mobile devices monthly use by 9% in 2012 and 17% in 2014 The majority of platforms lost film viewership in 2014, with two particularly touched: - DVD and Blu-Ray monthly use has fallen from 52 %