Access the full report here: https://trends.cmf-fmc.ca/research-reports/keytrends-report-2017-the-digital-puzzle How has the new audiovisual value chain been reconfigured? And which players are best positioned to make the most of it? These questions served as the framework for the 2017 edition of the Trends Report, in which the Canada Media Fund examines the value creation opportunities that have emerged from this major industrial reorganization. The digital environment has become a virtual battleground, where competitors battle each other to seize the best opportunities and to position themselves in the evolving value curve. We will discuss the following trends, and analyze the opposing forces and the interests involved: 1. Technology and innovation - Content distribution in the discovery oligopoly era. Will the dominant platforms tighten their grip on the Web and the discovery of content? The next tool in the struggle to control user attention: artificial intelligence. 2. Consumer habits - The race for winning content is on. In an era of overabundance, what types of content stand out? Content to bet big on: live, drama, and children’s programming. 3. Business model - Diversity is a winning business model. While diversity raises crucial social and political issues, there are also many business opportunities for the taking. 4. Markets and competition - Towards a new global playing field: the new centres of influence for consumption, content, and investment. The giants of Silicon Valley and Hollywood are no longer the only ones to calling the shots. New hubs are emerging in other areas, especially in the Asia-Pacific region.

1. @CMF_FMC
@CMF_Trends
The Digital Puzzle:
Piecing Back Together the Content Value Chain
By: Catalina Briceño,
Director, Industry & Market Trends

2. Trends Reports

3. Milestones towards a digital economy
in Canada: Subs numbers
Source: Communications Monitoring Report 2016, CRTC
Broadcasting Distribution Internet Service Providers

4. Source: Canadian Internet Advertising Revenue Survey 2015-2016, IAB Canada
Milestones towards a digital economy
in Canada: Advertising Spending

5. Source: Communications Monitoring Report 2016, CRTC; Spring 2016 data, MTM
Milestones towards a digital economy
in Canada: TV Consumption Breakdown

6. Battlefronts: 4 value-creation spaces

9. Together Tales: Targeting the right
audiences
Source: Engelberts, G. Discoverability: Working with Filter Bubbles. CMF Trends, 2017.

10. Together Tales: Tweaking content
Source: Engelberts, G. Discoverability: Working with Filter Bubbles. CMF Trends, 2017.

11. Discoverabili-what?

13. 1. Institutional levers
Cultural
policies
Regulatory
framework Funding
The levers: Institutional
Source: Discoverability: Toward a Common Frame of Reference, CMF Trends, 2016.

14. 2. Industrial levers
Material
Data
Tools
Algorithms
Means
Search engines
Recommendation
engines
Applications
Marketing
The levers: Industrial
Source: Discoverability: Toward a Common Frame of Reference, CMF Trends, 2016.

15. Discoverability: Players involved
Source: Discoverability: Toward a Common Frame of Reference, CMF Trends, 2016.

16. Discoverability: Ownership of connected
devices by Canadians ages 18+

17. Discoverability: Decision-making process
when choosing content to view
Source: ConsumerLab TV and Media 2015, Ericsson

18. Discoverability: Some conclusions
• The No. 1 discoverability device is the mind of
the consumer.
• Being discovered does not necessarily mean
the content will be consumed: discoverability
is just the first step of a engagement
process with the users/audiences.

21. Get ready for an upward spiral of costs:
here’s an example

23. Success story:
the “world games” Never alone

24. Success story:
Canadian-based Skyship Entertainment
8 million
subscribers
8 billion
lifetime
views
6 billion
Views in the
last 2 years
280
million
monthly
views

25. Welcome to the life of a toddler’s parent in
2017: Baby Shark

26. Exclusion factors:
o Internet connection
speed
o Methods of
payment
o Access to content in
one’s own language
Focus on content & service accessibility
to reach wider audiences
The number of
Francophones
will double in
the coming
decades,
increasing from
274 million to
more than 700
million
in 2050

28. Canada Media Fund
416.214.4400
info@cmf-fmc.ca
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