Industry Survey

Section 1: About You

Section 2: The Current Landscape

Section 3: International Co-Productions

Section 4: Discoverability

Section 5: Financing and Business Models

Section 6: Canadian Identity, Cultural Representation and Community Access

Section 7: Green Production

Section 8: Children's Wellbeing and Content Quality

Section 9: Artificial Intelligence (AI) and Emerging Technology

Section 10: Online Safety and Platform Regulation

Section 11: Policy and the Path Forward

Section 12: Looking Ahead

Canadian Children's Media White Paper

Industry Survey

This survey is part of a national research initiative examining the future of Canadian children's media at a critical time of change in the industry. Conducted by OneFish TwoFish Consulting on behalf of the Shaw Rocket Fund, we are developing a White Paper to provide policy recommendations and industry insights as traditional funding models collapse and digital platforms reshape how young audiences consume content.

Research like this is only as strong as the voices behind it. The people working inside this industry every day are the ones who actually understand what's happening and what's at stake. The findings will shape how funders, platforms, governments, regulators and decision-makers understand this industry so please take the time to share your thoughts so your experience can be part of that picture.

The survey takes approximately 25 - 45 minutes to complete. All responses are confidential. We appreciate how busy you are, so you can save your responses and return to it, if needed. Results will be reported in aggregate. The deadline to complete the survey is April 8th, 2026.

This survey is available in English and French. Pour la version française, veuillez cliquer ici.

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Section 1: About You

These questions help us understand who is responding so we can analyze patterns across different parts of the industry.
Content creator / YouTuber / PodcasterWriter / Screenwriter / Story editorProducer / Executive producerDirector / Animator / EditorBroadcaster / Commissioning editorStreaming platform employeeGaming / Interactive media developerPlatform employee (e.g., YouTube, Roblox, TikTok)Production CrewDistributor / Sales agentPublicist / Marketing professionalRegulatory or policy professionalResearcher / AcademicInvestor / FunderComposer/MusicianOther
Short-form digital content (YouTube, TikTok, social media)Long-form series (broadcast or streaming)Feature filmsGaming / Interactive media / Roblox experiencesAudio / Podcasts / MusicLive actionAnimationEducational contentNews or documentary for childrenVerticalsImmersive Experiences (VR, AR, MR/XR, location-based experiences, interactive physical installations, real-time game engine storytellingOther
EnglishFrenchFrench and EnglishIndigenous LanguagesOther
CBC / Radio-Canada / Ici TOU.TVTVO / TFO / Provincial public broadcastersNetflixDisney+ / Apple TV+ / Other SVODYouTubeRobloxTikTok / Instagram / SnapchatAudio-Prodcast/Music platforms (Spotify, Apple Podcasts, etc.)Video game platforms (consoles, Steam, mobile)Educational platforms (school/library)Location-based experiencesOther
AlbertaBritish ColumbiaManitobaNew BrunswickNewfoundland and LabradorNorthwest TerritoriesNova ScotiaNunavutOntarioPrince Edward IslandQuébecSaskatchewanYukonOther
0–2 years (babies / toddlers)3–5 years (preschool)6–8 years (early school age)9–12 years (tweens)13+ years (teens)Multi-ageFamily
Yes. These age categories remain useful and relevantSomewhat. They work as a starting point but need updatingNo. They no longer reflect how audiences actually engage with contentThey never worked well, even in broadcastNot applicable
How would you define or classify child audiences if starting from scratch today?*
Section 2: The Current Landscape

These questions explore your experience of how the children's media industry has shifted.
Full of opportunityStrong and growingStableDeclining but manageableIn crisisToo fragmented to characterizeNot sure/ Don’t know
Please expand on your answer (optional):
Decline of traditional broadcast budgets and commissionsThe need for partnerships to fund contentRise of digital and platform-native contentLack of funding on platforms where kids areShift in how children discover and consume contentIncreased competition from international contentGrowing importance of gaming and interactive mediaChanges to CanCon requirements or their interpretationRise of creator-led content and influencer cultureIntroduction and growth of AI toolsAudience fragmentation across platformsChildren's content being deprioritized by platformsIncreased interest in podcasts/musicOther
French-language content faces greater competition from international French content (France, Belgium, Switzerland) than from English-language contentThe French-language broadcast ecosystem has weakened faster than the English-language oneFrench-language content has fewer platform partners and distribution optionsAlgorithms deprioritize French-language Canadian content in favour of higher-volume international French contentFunding structures (CMF French-language envelope, Telefilm) don't adequately reflect current market realitiesFrench-language content for francophone minority communities (outside Quebec) is especially underservedThe French-language market is too small to sustain platform-level investmentOther
What is the state of the Quebec/Francophone market specifically? (optional)
YesNo.Don’t know/Not sure
How have you had to adjust your business of productions? (optional)
Section 3: International Co-Productions
International partnerships and digital adaptation are a viable path forwardInternational co-production is helping us but we need some adjustments to how it worksThe co-production system needs fundamental reinvention, not adaptationI believe we need new markets and new ways of workingToo early to tell / depends on decisions made in the next few yearsNot sure/Don’t know
Yes. International success and authentic Canadian content are not in conflictOften. It depends on the partner, the market, and the type of content but Canadian stories tend to be globalSometimes. There is frequent pressure to remove or soften specifically Canadian elementsRarely. International partners and markets require content to be culturally neutralizedNot applicable
Can you give an example of where Canadian identity was successfully maintained OR where you have had challenges, and had to compromise or change content? (optional)
YesNoNot applicable
Tell us more (optional )
Section 4: Discoverability
How difficult is it for Canadian children's content to be discovered by Canadian audiences on major digital platforms? (rate on scale of 1 to 5 where 5 is easy, 3 is moderately challenging and 1 is extremely difficult)*

1

2

3

4

5

1 is Extremely Difficult , 5 is Easy
Platform algorithms that prioritize globally proven hits over local contentLack of marketing budgets to compete with large international productionsNo regulatory requirement for platforms to surface Canadian content to Canadian audiencesCanadian content is not tagged, categorized or metadata-optimized for platform searchAbsence of a centralized or coordinated promotional strategy for Canadian children's contentPlatforms don't distinguish between Canadian and international content in their interfacesCanadian content budgets don't allow for the thumbnail, title and packaging quality that performs well algorithmicallyAudience habit : Canadian children and parents aren't actively seeking out Canadian contentLimited resources for optimization (thumbnails, titles, metadata, packaging)Not sure/ Don’t knowOther
Comments (Optional)
YesSomewhatNoNot applicable
If not, what data would be most valuable to you? (optional)
In your experience, which platforms have the biggest discoverability challenges for Canadian children's content, and what do you think would make the most meaningful difference?*
The French-language Canadian audience is too small to generate the engagement signals platforms use to recommend contentFrench-language Canadian content is competing on two fronts simultaneously — against English-language content AND international French contentThere is no meaningful platform infrastructure dedicated to French-language Canadian children's contentFunding gaps mean French-language Canadian content is produced at lower volumes, further reducing algorithmic visibilityFrench-language content for francophone minority communities (outside Quebec) is nearly invisible on platformsPlatform algorithms favour higher-volume international French content (France, Belgium) over Canadian French contentFrench-language content for francophone minority communities (outside Quebec) is nearly invisible on platforms
What have you done to try to help increase discoverability for your project (or find your own data)? (optional)
What makes discoverability work in Quebec, what has worked, and what doesn't work today? (optional)
Section 5: Financing and Business Models

We're examining the economic pressures and opportunities across different types of content creation. Please answer based on your own experience.
Very sustainable. Our model is working wellSomewhat sustainable. We manage but it's challengingBarely sustainable . We're struggling to make it workNot sustainable. Our current model is not viable long-termUnsure / Still evolvingNot applicable to me
Declining broadcast licence fees and commissionsLow or no monetization on digital platforms for children's contentThe gap between production costs and available fundingDifficulty qualifying for funding or tax creditsUnpredictable platform algorithms affecting reach and revenueInternational competition creating a "race to the bottom" on budgetLack of diverse financing options that match different content typesHigh cost of compliance with platform rules and content regulationsLimited access to capital for smaller creators and organizationsNot applicable to meOther
YesNoNot sure/Don’t know
If yes, how: (optional)
Broadcast licence feesStreaming platform commissions or licensingYouTube AdSense / platform ad revenueBrand partnerships / sponsorshipsMerchandise and licensingCanadian funding (CMF, Telefilm, provincial, Private Funds)Tax credits (federal or provincial)International co-productions or pre-salesSubscriptions / direct audience revenueLive events / experiencesEducational licensingDistribution advancesNot applicable to meOther
Very well. The funding system works for usSomewhat. We qualify for some funding but not othersPoorly. Most available funding doesn't fit our content or modelNot at all. We are essentially ineligible for Canadian fundingNot sure / haven't applied
The Association québécoise de la production médiatique (AQPM) has called for special regulatory protections for children's content as "at-risk" programming, content it considers essential to Canada's cultural heritage. In 2024, the Canadian Media Production Association (CMPA) similarly described the financial challenges in children's media as not merely a funding issue but more of a cultural emergency. How would you characterize the urgency of the situation?*

It is a cultural emergency requiring immediate government interventionIt is a serious crisis but the industry can find its way throughIt is a significant challenge but not unlike others the industry has faced beforeThe situation is being overstated; the industry is adaptingI don't have enough information to assess the severity
If there are specific funding gaps (or suggestions you have), please describe. What kind of funding would help you the most? (optional)
Section 6: Canadian Identity, Cultural Representation and Community Access

Canada's strength in children's media has always been tied to authentic storytelling. These questions explore what that means today as well as asking all respondents to reflect on how well the industry serves equity-deserving communities, and invite those working directly within specific communities to share their experience.
YesNo
Why or why not? (Optional)
As someone working in the Canadian children's media industry, how important is it to you that the content you help create reflects Canadian values and the diversity of Canadian children? *

1

2

3

4

5

1 is Not at all Important, 5 is Extremely Important
Comments:*
Very well. Content broadly reflects Canadian diversitySomewhat. Some communities are represented, others are notPoorly. Most content reflects a narrow range of Canadian experiencesVery poorly. significant representation gaps existUnsure / difficult to generalize
Indigenous children and communitiesBlack Canadian children and familiesOfficial Languages Minority Communities (OLMC)East Asian children and communitiesMiddle Eastern and North African children and communitiesSouth Asian children and communities2SLGBTQ+ children and familiesChildren with disabilitiesChildren in lower-income householdsChildren in rural or remote communitiesNewcomer and immigrant familiesOther
How important is French-language children's content to the vitality of French culture in Canada? (optional)

1

2

3

4

5

1 is Not at all Important, 5 is Extremely Important
Yes, French-language content is well-supportedSomewhat. There are supports but significant gaps remainNo. French-language content is systematically underservedNo. French-language content outside Quebec is especially at riskNot sure/Don’t know
Comments: (optional)
What does 'authentically Canadian' mean to you in children's content? Share whatever comes to mind.*

How would you rate the Canadian children's media industry's current performance on the following?*

Rows	1 - Weak	2	3 - Adequate	4	5 - Strong
Funding access for equity-deserving creators
On-screen representation of diverse communities
Behind-the-camera diversity in production
Cultural authenticity versus surface-level diversity
Industry leadership and decision-making diversity

Indigenous communities (First Nations, Inuit, Métis)Black Canadian communitiesRacialized communitiesNewcomer and immigrant communitiesOfficial Languages Minority Communities (OLMC)2SLGBTQI+ communitiesPeople with disabilitiesNot applicable
What are the most significant barriers you face in creating or distributing content for your community within the current Canadian children's media landscape?*
YesNo
Explain (optional)
Very well — existing supports are accessible and appropriateSomewhat well — supports exist but require significant adaptation to accessNot very well — existing supports were not designed with my community in mindNot at all — my community is largely excluded from mainstream funding pathwaysUnsure / I don't access public funding
What policy, or industry change would make the greatest difference for content creators serving your community? (optional)
Yes. I actively think about global audience potential in my workSomewhat. I'm aware of the opportunity but don't currently pursue itNot yet. This isn't something I've consideredNo. My focus is domestic Canadian audiences
If yes, what has been your experience trying to access international markets with your specific Canadian content, making those cultural connections? (optional)
We recognize these are complex issues with many perspectives. Is there something important to you on these topics that this section didn't capture or something else you want to add? (optional)
Section 7: Green Production

This section asks about environmental sustainability practices in your productions. We recognize that green production looks very different depending on budget, format, and capacity. We are looking for areas where you can be supported.
Very familiar. I actively use one or more frameworksSomewhat familiar .I’'m aware of them but haven't formally adopted oneI've heard of them but don't know much about themI'm not familiar with any green production frameworks
Measuring or tracking your production's carbon footprintUsing a formal green production certification or framework (e.g., Albert)Reducing single-use plastics on setPrioritizing sustainable catering and food waste reductionUsing energy-efficient equipment or renewable energy sourcesReducing travel through remote/virtual production workflowsIncorporating sustainability into vendor and supplier selectionDeveloping internal green production policies or guidelinesWe have informal practices but nothing formalWe are not currently doing anything in this areaOther
Financial pressures make green production harder to prioritizeFinancial pressures have pushed us toward greener practices (e.g., remote workflows to cut costs)The industry climate hasn't significantly affected our green production effortsWe haven't been able to engage with green production at all given current pressuresOther
Cost. Sustainable options are more expensiveCapacity. We don't have the staff or time to implement and track practicesKnowledge. We're not sure where to start or what applies to our scaleBroadcaster or funder requirements don't yet mandate or incentivize itGreen production frameworks aren't designed for small or low-budget productionsIt's not a current priority given other pressuresNo significant barriers . We've been able to integrate it into our workflowOther
Funding or financial incentives specifically for green productionTools or resources scaled to small and mid-sized productionsClear guidance from broadcasters and funders on expectationsIndustry-wide standards specific to children's mediaPeer learning. Knowing what other children's media producers are doingA dedicated green production consultant or support serviceNothing. I have what I needOther
Is there anything else you'd like to tell us about green production and children's media in Canada? (optional)
Section 8: Children's Wellbeing and Content Quality

These questions examine how children's media affects child development, mental health, and learning.
It's central. We actively design with child development in mindIt's considered. We think about it but it's not the primary lensIt's occasional. We address it when it comes upIt's not a significant factor in our workNot applicableOther
Critical thinking and media literacyCultural connection and prideEducationEntertainmentEscapismIdentity formation and self-representation (seeing themselves)Language development (including second language acquisition)Social connection and shared experienceSocial emotional learningOther
Yes, the industry takes this seriouslySomewhat. It's growing but inconsistentlyNo. Commercial pressures often override wellbeing considerationsNo. The tools and frameworks to do this don't existNot sure/ Don’t know
Any additional comments: (optional)

As audience behaviours and development research evolve, how confident are you in your understanding of the following audiences and their developmental needs, media habits, emotional lives, and what they actually want from content?*

Is there a specific age group you feel the industry as a whole underserves or misunderstands? What factors do you believe contribute to that gap? (optional)
Academic researchPlatform analyticsEducatorsParents and caregiversInternal testing or focus groupsIndustry reportsChildren’s media conference sessionsInformal observation
Canadian stories and cultural sovereigntyLinguistic dualityDevelopmental appropriatenessEducation inclusionRegional representationIndigenous language and cultural preservationSafety and ethics concernsCultural identities celebratedPublic interest mandate (vs commercial)Long-form storytellingAccessibilityCreator mentorship and industry pipeline of talentNot sure/Don’t knowOther
Immediacy to connect with audienceLower cost to entryImmediate feedbackAlgorithm-driven discoverabilityGlobal reach without international co-production dealsCreator authenticity and parasocial intimacyNiche viabilityMore opportunities to engage with audienceNot sure/don’t knowOther
Yes. The industry takes this seriouslySomewhat. Awareness is growing but practice is inconsistentNo. Commercial interests tend to override emotional responsibilityNo. The industry largely doesn't recognize this as its responsibilityNot sure/Don’t know
Very aware. It actively informs how we develop characters and creatorsSomewhat aware. I understand the concept but it doesn't drive decisionsAware of it but uncertain how to apply it practicallyNot very aware. This isn't something I think about in my work
What do you think we could do better for our kids? (optional)
As AI-generated characters and virtual companions become more sophisticated, what responsibility do creators and platforms have toward the emotional wellbeing of child audiences? (optional)
Section 9: Artificial Intelligence (AI) and Emerging Technology

Artificial intelligence is changing how content is created, distributed, and consumed. These questions explore your experience and perspective.
Script development or ideationVisual development / concept artAnimation or post-productionDubbing, localization, or translationAudience research or data analysisSocial media and marketingWe are exploring AI but haven't implemented it yetWe have intentionally chosen not to use AIAI is not relevant my organization or workOther
YesNo
If yes, describe: (optional)
Very positive. It creates significant new opportunitiesMostly positive. Benefits outweigh the risksMixed. Equal opportunities and concernsMostly negative. Risks outweigh the benefitsVery negative. It poses serious threats to the industry and to childrenToo early to tell
What opportunities do you see AI creating for Canadian children's content? *
Job displacement for writers, animators, and other creatorsHomogenization of content and loss of diverse voicesAI-generated content being indistinguishable from human-made contentData collection and privacy risks for childrenLack of ethical guidelines or regulatory oversightChildren forming attachments to AI-generated characters or companionsManipulation of children through personalized or adaptive contentReduction in funding for human-created Canadian contentI don't have significant concerns about AIOther
Yes: Children's content requires stricter and more specific AI regulationSomewhat: Some additional guardrails are needed but not a completely separate frameworkNo: AI regulation should be consistent across all content typesNo: The industry should self-regulate regardless of audience ageNot sure/Don’t know
YesNoNot sure/Don’t know
Comments: (optional)
YesNoNot sure/Don’t know
If yes, what would that look like? (optional)
How should funders adapt their mandates and criteria to account for AI-generated or AI-assisted children's content? (optional)
If you could name one thing Canada should do right now to position itself as a global leader in ethical, child-centred AI in media, what would it be?*
What is the biggest challenge in making that happen?*
Is there anything about AI's impact on children's media that you feel is not getting enough attention in current policy conversations?*
What safeguards should be in place to ensure AI adoption in children's media doesn't erode the diversity, quality, or cultural specificity of Canadian content?*
Any comments about AI you would like to share? (optional)
Section 10: Online Safety and Platform Regulation

Canada's online safety legislation is actively evolving. This section asks for your perspective on platform regulation as it relates to children's media: both as a child protection issue and as an industry concern.
Very familiar — I follow it closely and it affects my workSomewhat familiar — I'm aware of the key issues but not the detailsI know it's an issue but haven't followed the specificsNot familiar at all
Urgent. Children are being harmed now and regulation is overdueImportant but complex. Regulation is needed but must be carefully designedCautious. Regulation risks unintended consequences for the industryNot a priority. Existing measures are sufficientI don't have enough information to say
It creates an uneven playing field where regulated broadcasters face requirements that platforms don'tIt makes it harder to justify investment in regulated, quality children's contentIt exposes children to content that wouldn't meet broadcast standardsIt makes it difficult to establish a trusted destination that is discoverable by kids and parentsIt affects our ability to monetize content on platforms due to advertising restrictionsIt creates uncertainty about where to invest in distributionIt hasn't significantly affected my workOther
Positively. It would shift audiences toward regulated, quality children's contentNegatively. It would reduce our ability to reach and build audiences on social platformsBoth. There are trade-offs in either directionIt wouldn't significantly affect my workI'm not sure
Comments? (Optional)
Age verification requirementsRestrictions on algorithmic recommendation for children's contentProhibitions on behavioural advertising targeting childrenMandatory content moderation standards for children's platformsRequirements to carry or promote regulated Canadian children's contentTransparency reporting on children's usage dataA dedicated children's online safety regulator (similar to what the 2024 Online Harms Act proposed)Parental consent and control requirementsPlatform liability for harmful content served to childrenNone of the above. I don't think additional regulation is neededOther
Is there anything else you'd like to share about online safety, platform regulation, and its implications for Canadian children's media?*
Section 11: Policy and the Path Forward

This section goes to the heart of where your input will shape our policy recommendations— identifying what needs to change.

How would you rate Canada's current regulatory and policy environment for children's media? (Optional) *

Rows	1 - Not At All Effective	2 - Not Very Effective	3 - Somewhat Effective	4 - Effective	5 - Highly Effective
Overall effectiveness of current policy
Support for diverse and equity-deserving creators
Responsiveness to digital and platform-native content
Protection of children in the digital environment
Long-term sustainability of Canadian children's media industry

Modernizing CanCon definitions to reflect how children actually watch contentCreating dedicated funding streams for digital and platform-native contentDeveloping AI governance frameworks specific to children's contentIncreasing support for Indigenous and equity-deserving creatorsIncreasing support for Official Languages Minority Communities (OLMC)Expanded and government supported mandated media literacyExpanding co-production treaties to include non-traditional partnersCreating tax incentives for children's content productionBetter data collection on what Canadian children actually watchRequiring platforms (YouTube, Netflix, etc.) to invest in Canadian children's contentRequiring streaming platforms (Netflix, Disney+, Crave, etc.) to commission or carry a minimum percentage of Canadian children's content in both official languagesRequiring platforms to give Canadian children's content algorithmic priority or discoverability weight for Canadian audiences in both official languagesNot sure/Don’t knowOther
What do you see as the single biggest threat facing Canadian children's media right now?*
WildBrain permanently shut down their Canadian television channels (including Family Channel, Family Jr., WildBrainTV, and Télémagino) in October 2025, following the shutdown of Canadian kids channels Yoopa and VRAK. We are losing dedicated children’s channels in Canada and leaving the public broadcasters the responsibility. What is the solution to this? (optional)
If you could change one thing about how Canada supports children's media, what would it be? (optional)
What do you think is the biggest obstacle to implementing the change you suggest? (optional)
What examples have you seen in other parts of the world (or in other genres) that you think might be helpful for Canada to be thinking about in terms of business models, production, or other areas impacting the kids media industry? (This could include business models from gaming, music, sports, journalism, education technology, or industries outside media entirely). (optional)
What policy or regulatory changes would most improve the sustainability of French-language children's content in Canada? (optional)
Is there anything the children’s media industry itself — not governments or regulators — should be doing differently? (optional)
Section 12: Looking Ahead

These final questions look toward the future — particularly for Generation Beta, the first generation born into an AI-native world.
Very prepared . We are already adaptingSomewhat prepared . We're aware but behindNot very prepared . Significant change is neededNot at all prepared. The industry is largely ignoring thisNot sure/don’t know
Comments (optional)
What's a widely-held belief in the Canadian children's media industry that you think is wrong, or that the industry needs to let go of? (optional)
What excites you most about the future of Canadian children's media?*
Is there anything important we haven't asked about? Please share any other thoughts or insights you would like to share with the research team.*
Should be Empty:

1 - Not at all Confident

2 - Not very Confident

3 - Somewhat Confident

4 - Confident

5 - Extremely Confident

Not applicable

Babies and toddlers (Ages 0–2)

Preschoolers (Ages 3–5)

Early school age (Ages 6–8)

Tweens (Ages 9–12)

Teens (Age 13+)