Leading Brands in Canadian Film & Television: Q4 2024 Insights

Introduction

The Canadian Film & Television landscape in Q4 2024 has been vibrant, with major players like the Canadian Broadcasting Corporation (CBC/Radio Canada), Shaw Media Inc., and Netflix, Inc. leading the charge. These brands have demonstrated significant engagement across their websites and apps. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unique insights into these trends.

Canadian Broadcasting Corporation (CBC/Radio Canada)

CBC/Radio Canada’s digital presence is robust, with its websites, cbc.ca and radio-canada.ca, and the CBC Gem: Shows & Live TV app.

• Audience Trends:

  • cbc.ca maintained a stable monthly audience, with visits ranging from 180M to 260M. Unique visits were consistent, with a slight dip in October but recovery in December.

  • radio-canada.ca showed steady growth, with visits hovering around 47M to 62M monthly.

  • Monthly deduplicated audience figures remained stable above 14M across the quarter.

• App Engagement:

  • The CBC Gem app experienced a decline in monthly active users, from 230K in July to 180K in December, indicating a shift in viewer preference towards web platforms.

• Ad Spend & Channels:

  • Monthly advertising spend peaked in August at over $800K, with impressions reaching nearly 185M. Channels like Facebook and YouTube dominated, highlighting the effectiveness of social media platforms.

Shaw Media Inc.

Shaw Media Inc. commands attention with its websites, globalnews.ca and globaltv.com, alongside the Global TV app.

• Audience Trends:

  • globalnews.ca saw fluctuations, with a peak in October at over 64M visits monthly. Unique visits remained around 9M, indicating consistent audience engagement.

  • globaltv.com experienced a notable rise in monthly visits from September to November, showing strong audience interest.

• App Engagement:

  • The Global TV app maintained a stable monthly active user base, with around 60K users, reflecting consistent mobile engagement.

• Ad Spend & Channels:

  • Monthly advertising spend was modest, peaking at $46K in September. Facebook was the primary channel, delivering the majority of impressions.

Netflix, Inc.

Netflix remains a powerhouse in digital streaming, with its website, netflix.com, and the Netflix app.

• Audience Trends:

  • netflix.com consistently attracted over 120M visits monthly, with a peak in December at 162M visits. Unique visits showed a slight increase, indicating growing web engagement.

• App Engagement:

  • The Netflix app experienced robust monthly active user numbers, remaining above 5M throughout the quarter, demonstrating strong mobile preference.

• Ad Spend & Channels:

  • Monthly advertising efforts peaked in December with over $1.3M in spend and impressions exceeding 300M. Instagram was a key channel, reflecting its effectiveness in reaching audiences.

Conclusion

Q4 2024 was a dynamic period for the Film & Television category in Canada. CBC/Radio Canada, Shaw Media Inc., and Netflix, Inc. each showcased unique strengths across web and app platforms. Sensor Tower’s unparalleled data offerings continue to provide critical insights into these cross-platform behaviors, enabling brands to strategically engage their audiences. By leveraging Sensor Tower’s data, decision-makers can gain a competitive edge in understanding and adapting to market trends.