Leading Brands in Canada’s Film & Television Sector: Q4 2024 Analysis

In the competitive realm of film and television, understanding audience engagement across platforms is crucial. This article delves into the performance of leading brands in Canada—Canadian Broadcasting Corporation (CBC/Radio Canada), Shaw Media Inc., and Netflix, Inc.—from Q3 to Q4 2024, leveraging comprehensive data insights from Sensor Tower.

Canadian Broadcasting Corporation (CBC/Radio Canada)

CBC/Radio Canada is a cornerstone of Canadian media, renowned for its diverse programming and extensive digital presence through its websites, cbc.ca and radio-canada.ca, along with the CBC Gem: Shows & Live TV app.

• Audience Trends: From Q3 to Q4 2024, cbc.ca maintained a stable monthly true audience above 14M, showing resilience despite a slight dip in November. Meanwhile, radio-canada.ca experienced a modest increase, reaching over 4.7M monthly by December.

• App Engagement: The CBC Gem app saw a recovery in user engagement, with monthly active users rising from approximately 730K in October to nearly 980K in December.

• Ad Spend & Channels: Monthly advertising spend peaked at over $790K in August, with significant impressions primarily through Facebook and YouTube channels.

Shaw Media Inc.

Shaw Media Inc. is a major player in Canadian broadcasting, operating globalnews.ca and globaltv.com, as well as the Global TV app.

• Audience Trends: Globalnews.ca experienced a notable increase in monthly visits during October, reaching nearly 66M. In contrast, globaltv.com peaked in November with 6.8M monthly visits.

• App Engagement: The Global TV app's monthly active users grew to over 200K in November, indicating a strong mobile presence.

• Ad Spend & Channels: Shaw Media's monthly ad spend was relatively modest, peaking at around $46K in September, with Facebook being the dominant channel for impressions.

Netflix, Inc.

Netflix is a global leader in streaming services, with a robust digital presence through netflix.com and the Netflix app.

• Audience Trends: Monthly true audience figures remained stable, consistently above 7M, with a peak in November at over 8M.

• App Engagement: The Netflix app maintained monthly active users around 5.6M, with a slight increase in November.

• Ad Spend & Channels: December marked a high point in monthly ad spend, exceeding $1.3M, with Instagram and Facebook delivering the highest impressions.

Conclusion

The Canadian film and television landscape in Q4 2024 showcased dynamic shifts in audience engagement and advertising strategies. Sensor Tower’s comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into these trends, highlighting the importance of cross-platform analysis for understanding audience behavior.

For further insights, explore Sensor Tower’s offerings: Web Insights, App Performance Insights, and Pathmatics.