YouTube use ranks highest in Canada: Report

Canadian content producers have as good a chance of success as American producers due largely to the popularity of YouTube in Canada, a new report from the Canadian Media Production Association (CMPA) said Tuesday. The usage of Google Inc.'s YouTube is higher on a per capita basis in Canada than in the rest of the world, the report said. The report, by Catherine Tait and titled “Content Everywhere: Mapping the Digital Future for the Canadian Production Industry,” said competition in the Canadian digital marketplace provides more opportunity for producers to create and distribute programming. Traditional video-on-demand revenues have grown significantly in Canada but they are under threat from over-the-top, online video services, which present a risk that consumers will "cut the cord" on traditional video and subscription television, the report said. The growth rate of the digital content market is higher in Canada than in the U.S., the report said, due to the later arrival of digital video availability in Canada. As online video consumption increases, it will be more important for "Canadian-oriented video" to be accessible to Canadian consumers, the report said. Research for the report involved in-person interviews with online platform providers, video-on-demand and digital distributors and online content creators in the U.S. in November and December 2011. The CMPA received funding for the report from the Canada Media Fund (CMF) and the Ontario Media Development Corporation (OMDC).

YouTube use ranks highest in Canada: Report

Brief | February 29, 2012

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