A n overwhelming majority of feature film audiences are staying at home to watch movies, according to a new Telefilm Canada study that provides a glimpse of domestic film consumption patterns.

The study, titled Exploring the Health of Feature Film in Canada, found that 98% of films are watched at home, while just 2% are viewed theatrically. Overall, digital platforms account for 71% of the total viewing consumption, with paid streaming services taking a 54% share. TV and physical media, such as DVDs, follow with 18% and 9%, respectively.

The study, conducted by ERm Research for Telefilm, is based on a survey of 2,200 feature film consumers and also aims to “segment movie consumers into groups to provide better insights into audience engagement.”

Cost was cited by 72% of the respondents as the biggest barrier in watching films in theatres, followed by dissatisfaction over content offerings and time concerns.

The study found that the “heaviest theatrical moviegoers also watch the most movies at home,” with an average of 1.8 movies per week. In comparison, moderate moviegoers and non-moviegoers consume an average of 1.5 movies per week week at home.

The report defines a heavy moviegoer as someone who reported seeing more than 10 films at a movie theatre in the last 12 months, while moderate viewers went to four to nine, and light moviegoers reporting one to three.

Roughly 89% of movie watchers polled use at least one streaming service, with most accessing multiple platforms.

Rising subscription and video on demand (VOD) costs, however, weigh on the decision-making of audiences consuming films at home as well. Respondents also cite the “industry’s focus on franchises and serialized content,” exhaustive catalogues, and “highly attractive alternatives” in TV dramas, sitcoms, and sports broadcasts as barriers to watching more films at home.

Regionally, Quebec has the largest percentage of consumers attending theatres, with 83% watching at least one film in the past year. British Columbia comes in second at 77%, followed by Alberta (73%), Manitoba (73%), Ontario (72%) and New Brunswick (61%). Nova Scotia (55%) and Saskatchewan (46%) have the lowest percentages.

The study noted that French Canadian movie watchers “generally have a higher opinion of Canadian films (especially Quebecois film) than those outside of Quebec.”

A breakdown of genre interest shows that comedy (74%) and action (72%) top the list, with respondents preferring to watch action and sci-fi offerings in a theatrical setting, and documentaries, family, drama, and diverse language films at home.

The digital space is also where audiences are accessing the most information about films, with 84% watching trailers online.

Of those surveyed, 91% say trailers are important, followed by professional critic reviews at 66% and influencers at 44%. “Influencers are more important for those under 35 but are still less important than professional critics,” notes the study.

The cast of the film is the top factor driving audiences to see a movie in theatres, followed by word of mouth recommendations, and VFX, according to the report.

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