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USAGE DATA FOR DIGITAL CONTENT FROM PLATFORMS OTHER THAN TELEVISION
The following tables report digital media usage for all projects reporting in the 2017-2018 fiscal year.
The metrics identified in this report are as follows: total visits, total unique visitors, within each language and content type. The reporting period uses combined data from comScore (1 April 2017 - 12 October 2017) & Adobe Analytics (13 October – 31 March 2018). The migration to the new Adobe dataset was necessitated by Adobe’s acquisition of comScore Digital Analytix business in 2016.
The majority (79%) of production stream projects have either had their tags successfully implemented or have been deemed to have reached the natural end of their life cycle. This analysis was completed as part of the transition from comScore to Adobe tagging.
LANGUAGE AND CONTENT TYPE
CONVERGENT STREAM - PRODUCTION
ENGLISH
English-language projects collected the highest number of overall visits at 15M. In terms of content types, Rich Interactive Media projects representing 60% of English projects tagged had the highest number of session visits at 11M in total. This content type grew by 10% over the previous year (after adjustments to reflect more stringent tagging standards), primarily due to an increased number of tagged projects with the new Adobe protocol.
FRENCH
French-language content types earned the second highest number of overall visits at 7M. With 73% of the visits to French-language projects, Rich Interactive Media projects overall continue to accumulate the most visits. French language Rich Interactive Media – Non Inclusive projects saw the largest growth in views (almost three times higher than last year) due to an increase in tagged projects.
DIVERSE LANGUAGES
Content Types in the diverse languages earned the third highest number of overall visits at over 104,000. Within the content types measured in diverse languages, visits to videos were the highest with 52K. 80% (41K) of the visits to video was derived from the Mandarin-language project Big Shorts.
ABORIGINAL
Content types in Aboriginal languages recorded 80K visits overall. Combined, Rich Interactive Media content types did best in this language category with 34K session visits followed by games at 25K.
NB: Rich Interactive Media (Inclusive): Multimedia content that combines story telling with visual technologies where user participation and interactivity are successfully met through a fully rich immersive experience. Inclusive experiences usually begin on a single linear path, using levels to advance to a predetermined destination or goal.
Rich Interactive Media (Non-Inclusive): Multimedia content that combines visual technologies however, is not structured to tell a complete story. Non-inclusive experiences require user participation and interactivity that is non-linear. The experience may also be segmented into unrelated, multiple content types (CMF-eligible).
Convergent Projects
1 April 2017 to 31 March 2018
CMF Research (Combined ComScore & Adobe)
| Language/Content | Visits | Unique Visitors |
| Aboriginal | 79,875 | 64,159 |
| Game | 25,227 | 17,342 |
| RIM Inclusive | 19,134 | 16,376 |
| RIM Non-Inclusive | 33,611 | 28,826 |
| Social Media | 1,594 | 1,352 |
| Video | 309 | 263 |
| English | 14,973,038 | 12,576,818 |
| Game | 3,448,285 | 2,740,258 |
| RIM Inclusive | 6,656,275 | 6,133,414 |
| RIM Non-Inclusive | 4,273,066 | 3,223,483 |
| Social Media | 86 | 82 |
| Video | 560,986 | 448,085 |
| Web Series | 20,051 | 18,865 |
| eBook | 14,289 | 12,631 |
| French | 7,002,252 | 5,311,797 |
| Game | 580,945 | 429,798 |
| RIM Inclusive | 1,916,291 | 1,469,303 |
| RIM Non-Inclusive | 4,247,069 | 3,183,913 |
| Social Media | 542 | 517 |
| Video | 254,423 | 225,736 |
| Web Series | 2,982 | 2,530 |
| Diverse | 104,390 | 90,889 |
| Game | 22,770 | 19,617 |
| RIM Inclusive | 10,387 | 8,800 |
| RIM Non-Inclusive | 19,306 | 17,895 |
| Video | 51,927 | 44,577 |
| Grand Total | 22,159,555 | 18,043,663 |
EXPERIMENTAL STREAM - PRODUCTION
ENGLISH
English-language content types tallied visits at approximately 410K. Within the content types measured, visits to Games were the highest with 322K, and 268K of the visits to games were derived from the project Splash Pop.
FRENCH
French experimental rich interactive media projects garnered visits at 531K. The Rich Interactive – Inclusive project Mon Ami Bulle delivered 493K of the overall visits within this content type.
BILINGUAL
Bilingual projects in the experimental stream recorded around 870K visits. Overall, games and rich interactive media content saw the most activity with 386K and 466K visits respectively.
Experimental Projects
1 April 2017 to 31 March 2018
CMF Research (Combined ComScore & Adobe)
| Language/Content | Visits | Unique Visitors |
| English | 409,501 | 317,287 |
| Game | 322,497 | 252,281 |
| RIM Inclusive | 53,792 | 35,186 |
| RIM Non-Inclusive | 32,360 | 29,384 |
| Social Media | 45 | 35 |
| Software | 738 | 356 |
| Web Series | 69 | 45 |
| French | 530,621 | 510,966 |
| Game | 238 | 222 |
| RIM Inclusive | 494,950 | 484,522 |
| RIM Non-Inclusive | 9,443 | 7,076 |
| Web Series | 25,990 | 19,146 |
| Bilingual | 869,803 | 592,545 |
| Game | 385,902 | 179,777 |
| RIM Inclusive | 465,970 | 396,625 |
| Social Media | 6,543 | 6,040 |
| Software | 10,897 | 9,878 |
| eBook | 491 | 225 |
| Grand Total | 1,809,925 | 1,420,798 |
USAGE BY GEOGRAPHIC REGION
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.
Convergent Stream Projects
1 April 2017 to 31 March 2018
CMF Research (Combined ComScore & Adobe)
Rich & Substantial Production Projects Only
| Country | Visits | Unique Visitors |
| Canada | 14,478,090 | 9,628,220 |
| United States | 2,815,184 | 2,126,943 |
| Rest of the world | 4,712,283 | 3,250,990 |
Experimental Projects
1 April 2017 to 31 March 2018
CMF Research (Combined ComScore & Adobe)
Rich & Substantial Production Projects Only
| Country | Visits | Unique Visitors |
| Canada | 736,075 | 552,010 |
| United States | 836,470 | 187,778 |
| Rest of the world | 1,567,235 | 562,273 |
Digital Media Users by Region
As Convergent projects are commissioned by Canadian broadcasters, it is not surprising that Canadian users dominate with 66% of the visits to convergent projects, while the rest were split between the USA and Rest of the World.
Experimental stream projects, on the other hand, had a significant global reach as half of all visits originated from the rest of world and 27% originated from the United States. Visits form Canada, grew by 10 percentage points from the previous year to 23% and stayed consistently so throughout the 2017-2018 fiscal year.