A presentation on where Canadian media is going

1. Canadians and Media Consumption
By: Luke Bennett

2. “Phones are no longer just for
making calls. TV sets no longer
pull in content just from
antennas, satellites or cables.
The media world has changed”
– Susan Krashinsky (Source: The
Globe and Mail)

3. Designed by Nucleartist - Freepik.com
Canadian media consumption is above the global average, with consumption
on track to hit 510.7 minutes per day by 2017. ZenithOptimedia claims that
Canadian media consumption is currently growing at a rate of 5.9% a year.
(Source: MarketingMag)

4. Canadians consume media in many different
ways. With the world today rapidly changing,
it is important to look at how people are
adapting. The three forms of media looked at
in this presentation are radio, TV, and the
internet.

5. Radio

6. Designed by Kjpargeter - Freepik.com
Unlike the internet,
Canadian radio is much
more regulated, and
the government
requires Canadian
stations to incorporate
a minimum amount of
Canadian content.

7. Canadian radio requires commercial radio stations to play
Canadian content at least 35% of the time from 6am to
6pm, Monday to Friday
(Source: The Government of Canada)

8. The requirement to play songs
by Canadian artists means that
Canadian pop stars such as The
Weeknd and Justin Bieber get
increased playtime in Canada.
This extra air time helps these
artists be more successful on
the Canadian charts.

9. Designed by 3ab2ou - Freepik.com
The main reason this bias for Canadian artists can exist is because radio
has a relatively short range compared to other forms of media today.
The user must be in close proximity to a radio stations’ tower to get their
signal and thus play their music, meaning most people in Canada only
have access to Canadian radio stations.

10. TV

11. Canadians watch mostly Canadian specialty (37.4%) and Canadian
conventional (37.3%) television, with few Canadians watching U.S.
conventional/broadcast (4%) and U.S. specialty (6.9%). (Source:
Canadian Media statistics)

12. Designed by Vvstudio - Freepik.com
With the rise of the
internet, many
young viewers are
leaving behind
tradition TV in
favour of streaming
shows online with
services such as
Netflix.

13. Designed by Jcomp - Freepik.com
“There are now more than 30
Canadian networks streaming full
episodes of their shows online
using top quality media players.
Many of them even have mobile
apps for viewing on your phone or
tablet.” – Stephen Weyman
(Source: HowToSaveMoney)

14. In an increasingly “on-the-go” lifestyle, many
Canadians simply do not have the time to sit in front
of their TV at a scheduled time to watch their
shows. Being able to watch a show wherever and
whenever is very appealing and drives people away
from traditional television

15. The Internet

16. Canadian adults aged 18-
34 spend an average of
3,174 minutes per week
on the internet, making
it the most used
medium for media
(Source: IAB)

17. The internet, however, is a medium where Canadian
media closely replicates American media, as the
internet is largely unregulated by copyright laws and
original content regulations like TV and radio.

18. “Not every community has an
[internet] access program, and as
more and more daily needs and
services go online and in-person
contact declines, vulnerable
Canadians risk falling even further
behind” – Craig McGee (Source: The
Globe and Mail)

19. Designed by Creativeart - Freepik.com
“It’s important that ads adjust for digital
Canadians’ front-loaded attention spans,
which drop off quickly” – Alyson Gausby
(Source:The Globe and Mail)

20. Moving forward, it is important to
take into account the ways that
Canadians are changing their
media consumption habits to
better tailor the experience to
them.

21.  "Canadian Content Requirements for Canadian Music on Radio ..." Canadian Radio-
television and Telecommunications Commission. N.p., 14 Mar. 2002.Web.
 "Canadian Media Sales | Canadian Media Stats." N.p., n.d.Web.
 "Free Vectors, Photos and PSD Downloads | Freepik." N.p., n.d.Web.
 Kielburger, Craig, and Mark Kielburger. "How Can We Help Canadians Gain Better
Access to the Internet?" The Globe and Mail. N.p., 25 Nov. 2013.Web.
 Krashinsky, Susan. "Four Ways Canadians Are Consuming Media Differently - The
..." The Globe and Mail. N.p., n.d.Web.
 Krashinsky, Susan. "Advertisers Cash in on Attention Spans of Digitally Savvy
Canadians." The Globe and Mail. N.p., 11 May 2015.Web.
 Powell, Chris. "Canadian Media Consumption Growing 5.9% a Year (Report ..."
Marketingmag. N.p., 02 June 2015.Web.
 Weyman, Stephen. "Free Internet TV - A Complete Guide For Canadians."
Howtosavemoney. N.p., 16 Mar. 2016.Web.
 Young, Rob. "Canada’s Media Landscape." Iabcanada. N.p., Nov. 2015.Web.