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USAGE DATA FOR DIGITAL CONVERGENT CONTENT FROM PLATFORMS OTHER THAN TELEVISION
The following tables report digital media usage for all projects reporting in the 2015-2016 fiscal year. The metrics identified below are as follows: Total visits, total unique visitors, total pages viewed, as well as average duration per visit within each language and content type. Last year, the CMF used the genre to categorise digital media projects. However, for this year’s annual report the CMF has decided to use the content type as the primary method for the categorisation of digital media data. More specifically, content type combined with language provides a comparative data set which is more closely aligned to how content is consumed by end users.
The CMF continues to engage with comScore as its preferred sole source supplier for digital analytics.
LANGUAGE AND CONTENT TYPE
ENGLISH
English language content types collected the highest number of overall visits at 14M, and an average time spent of 2 minutes 40 seconds. More specifically, rich interactive media projects lead in terms of session visits at 8.3 M compared to games at 4.6M with an average time spent of over 5 minutes. Video had the highest number of visits at 977K versus all other languages.
FRENCH
French language content types earned the second highest number of overall visits at 11M. rich interactive media projects recorded 9M visit with an average time spent of 2:42 (compared to English at 8.3M visits with an average time spent of 1:25). At 6:20 per visit, time spent on French games was higher than games in all other languages.
DIVERSE LANGUAGES
Content Types within the Diverse Languages earned the third highest number of overall visits at 527K. Within the content types measured in diverse languages, video performed best with 473K visits and highest time spent of 3:47 on average per visit.
ABORIGINAL
Content types within the Aboriginal language recorded 60K visits overall. Rich interactive media did best in this language category with 55K session visits, while time spent on video peaked at a 2:19 on average, compared to all other categories.
EXPERIMENTAL
Experimental Stream content types in English had a significantly higher number of sessions at 1.8M compared to 277K in French. English software earned the highest number of sessions at 837K while social media apps had the lowest number at 40K. French experimental games at 249K exceeded Experimental Stream English games at 142K.
Convergent Stream Projects
1 April 2015 - 31 March 2016
CMF Research (comScore)
| Language/Content | Visits | Unique Visitors | Page Views | Avg Duration Per Visit |
| Aboriginal | 60,462 | 46,362 | 148,745 | 0:02:05 |
| Game | 3,273 | 2,268 | 6,068 | 0:02:04 |
| Rich inter. media | 55,061 | 42,365 | 138,116 | 0:02:05 |
| Social media | 510 | 417 | 564 | 0:00:30 |
| Video | 1,618 | 1,312 | 3,997 | 0:02:19 |
| English | 13,958,238 | 9,021,713 | 44,048,686 | 0:02:40 |
| eBook | 55,729 | 16,987 | 208,888 | 0:03:00 |
| Game | 4,617,110 | 2,242,525 | 21,551,759 | 0:05:05 |
| Rich inter. media | 8,308,247 | 6,050,818 | 20,249,944 | 0:01:25 |
| Video | 977,152 | 711,383 | 2,038,095 | 0:01:49 |
| French | 11,117,664 | 6,993,212 | 38,603,774 | 0:03:16 |
| Game | 1,178,000 | 419,919 | 12,048,773 | 0:06:20 |
| Rich inter. media | 9,012,672 | 6,012,056 | 23,385,023 | 0:02:42 |
| Social media | 2,472 | 2,110 | 3,742 | 0:02:05 |
| Video | 924,520 | 559,127 | 3,166,236 | 0:04:43 |
| Diverse | 526,725 | 335,630 | 1,086,412 | 0:03:36 |
| Game | 20,698 | 5,533 | 40,963 | 0:02:25 |
| Rich inter. media | 32,964 | 26,980 | 63,187 | 0:01:32 |
| Video | 473,063 | 303,117 | 982,262 | 0:03:47 |
| Grand Total | 25,663,089 | 16,396,917 | 83,887,617 |
Experimental Stream Projects
1 April 2015 - 31 March 2016
CMF Research (comScore)
| Language/Content | Visits | Unique Visitors | Page Views | Avg Duration Per Visit |
| English | 1,770,578 | 636,682 | 3,632,650 | 0:07:31 |
| Game | 141,752 | 99,647 | 287,640 | 0:03:30 |
| Rich inter. media | 751,022 | 327,568 | 1,145,055 | 0:01:51 |
| Social Media | 40,331 | 31,699 | 51,760 | 0:00:49 |
| Software | 837,473 | 177,768 | 2,148,195 | 0:13:37 |
| French | 276,744 | 131,965 | 428,612 | 0:02:27 |
| Game | 248,589 | 123,033 | 339,247 | 0:01:59 |
| Rich inter. media | 28,185 | 8,932 | 89,365 | 0:06:34 |
| Grand Total | 2,047,352 | 768,647 | 4,061,262 |
USAGE BY GEOGRAPHIC REGION
Convergent Stream Projects
1 April 2015 - 31 March 2016
CMF Research (comScore)
| Country | Visits | Unique Visitors | Page Views | Avg Duration Per Visit |
| Canada | 17,586,312 | 9,495,745 | 65,561,857 | 0:03:10 |
| United States | 3,314,248 | 2,295,259 | 6,674,051 | 0:02:03 |
| Rest of World | 3,970,865 | 2,723,958 | 11,651,709 | 0:03:17 |
| Grand Total | 24,871,425 | 14,514,962 | 83,887,617 |
Convergent stream content performed well amongst Canadians, with 71% of sessions originating in Canada, while the United States and Rest of World made up the other 29%.
NB: Visit totals between the Total Usage and Geographic Region reports do not necessarily match as single sessions over multiple language / content types will be counted as multiple visits for the Total Usage report, whereas these same visits are deduped in the Geographic Region report.
Experimental Stream Projects
1 April 2015 - 31 March 2016
CMF Research (comScore)
| Country | Visits | Unique Visitors | Page Views | Avg Duration Per Visit |
| Canada | 192,667 | 65,184 | 582,083 | 0:07:19 |
| United States | 689,200 | 206,588 | 1,474,129 | 0:08:59 |
| Rest of World | 1,165,459 | 497,673 | 2,005,050 | 0:05:29 |
| Grand Total | 2,047,326 | 769,445 | 4,061,262 |
Experimental stream projects, on the other hand, had a significant global reach as 57% of visits originated from “rest of world” and 34% originated the United States. Canada had the lowest percentage of total visitors at 9%.
