TORONTO, ON, April 14, 2025 —Polling released today by the Canadian Media Producers Association, conducted by Abacus Data, finds that Canadians overwhelmingly believe in promoting and supporting Canadian culture and identity through the stories and perspectives shown on screen.

The national survey on Canadian identity and cultural industries found:

• Ninety-one per cent (91%) of Canadians believe it’s important to protect Canada’s culture and identity, especially in contrast to the influence of the United States.
   
• Eighty-three per cent (83%) of Canadians would like to see greater investment in Canadian-made TV, film and digital content to ensure that more content with higher production values is available for audiences.
   
• Ninety-one per cent (91%) also believe that the Canadian television and film industry should focus on creating more Canadian content for domestic and international audiences.
   
• Three in five Canadians (58%) say they would support a political party that champions Canadian identity by backing the cultural industries.

“These numbers confirm that Canadians want to see their perspectives represented on screen, and will strongly support a government that champions content that is produced and owned by Canadians,” said Reynolds Mastin, President and CEO, CMPA. “Canadians cherish our distinct identity, and firmly believe it should be defended at home and promoted on screens around the world.”
 
Other highlights from the poll include:

• Eighty-seven per cent (87%) agree that Canada has its own cultural identity worth protecting and maintaining.
   
• Eighty-six per cent (86%) of Canadians believe that the Government of Canada should actively support the Canadian cultural and creative industries through direct funding and tax credits.
   
• Eighty-three per cent (83%) of Canadians would like to see even more Canadian stories and perspectives on TV and digital media platforms than are available today.
   
• Ninety per cent (90%) of Canadians agree that Canadian stories and content should be owned and controlled by Canadian companies rather than American companies.
   
• Eighty-six per cent (86%) of Canadians want to see the CBC producing Canadian content that reflects Canada’s history, stories and values.

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METHODOLY
The survey was conducted with 1,800 adults living in Canada over the age of 18 from March 31 to April 3, 2025. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.31%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

ABOUT THE CMPA The Canadian Media Producers Association is the national advocacy organization for independent producers, representing hundreds of companies engaged in the development, production, and distribution of English-language content made for television, cinema, and digital media channels. For more than 75 years, the CMPA has worked to promote the continued success of the Canadian production sector and to ensure a bright future for the diverse content made by our members for both domestic and international audiences. cmpa.ca

Gamiela Fereg
Senior Manager, Media Relations & Communications, CMPA
gamiela.fereg@cmpa.ca