In a new survey, 40% of Canadians say Canadian content is important to them, rating it between 7 and 10, on a scale of 10. Less than one-third (31%) rate Canadian content low on the scale, between zero and 3.

The latest Media Technology Monitor (MTM) report explores the attitudes of Canadians and their kids toward video, audio, printed and online content produced in this country. 

Francophones are more likely to say consuming Canadian or Quebecois content is very important, with 59% giving it a high score, compared to 34% of anglophones.

More than half of respondents with kids score the importance of Canadian content between 7 and 10. They value Canadian content for their kids higher than they do for themselves (52% vs. 33%). Francophone and anglophone parents are equally likely to value Canadian content for their kids (54% and 51%, respectively).

A majority of francophone respondents (59%) say it is very important that they can consume Canadian or Quebecois content, compared to a third (34%) of anglophones. Language and preservation of French culture are likely the reason, since francophones are not inundated with French-language content coming from the U.S. the way anglophones are with English content. 

More than half of respondents 65-plus and nearly half of respondents 50 to 64 are more likely than younger Canadian adults to find Canadian content very important. Among 18- to 34-year-olds, only 25% consider it very important to consume Canadian content, while 42% say they find it unimportant. Since that age group virtually lives online, they have myriad options for content and are likely to be less focused on where it originates.

Just over half of respondents with children aged 2 to 17 feel it’s very important for their kids to consume Canadian content. About a fifth of parents say it’s not important. 

A majority (70%) of parents who think it’s very important that their kids consume Canadian content say it’s easy to find.

Traditional TV is the most popular way of finding Canadian TV content and movies. Those who feel Canadian content is very important are more likely to be watching it on traditional TV. Those who say it’s moderately important to consume Canadian content are just as likely to get it via SVOD as from traditional TV.

The MTM, a product of CBC/Radio-Canada Research and Analysis, uses a mixed-methodology approach consisting of a phone (landline and mobile) survey and a follow-up online survey conducted in both the fall and spring. The 18-plus data for this report comes primarily from interviews conducted from October 10 to December 22, 2024, by Forum Research. The under-18 data comes from MTM Jr., an online survey of parents and children, with data collected by Ad hoc Research between February 10 and 26, 2025.