The media is changing fast in Canada.
Canada’s media industry is set to make a massive shift from a brick-and-mortar retailer to a digital platform, one that will allow for more efficient, cost-effective and reliable delivery of content.
The country’s media marketplace will be built on a platform that has a “high degree of certainty of delivering all content for the highest levels of engagement,” said the National Post’s Jason Groseclose.
Groseclosed says this new platform will be able to deliver a much higher level of customer engagement than current digital platforms like Netflix.
The platform will also be able “to deliver content that is tailored to meet the unique needs of audiences across different platforms.”
The platform’s success hinges on Canada’s burgeoning online media industry.
While Canada has a lot of content on offer, Grosecloses article says Canada’s digital media market is growing at a rapid pace.
Canada is home to nearly 1.8 million digital subscribers.
According to a recent report from the Canadian Association of Media and Telecommunications, the number of Canadians accessing online media is expected to reach 2.2 million by 2020.
That’s more than double the number from just two years ago.
Groserclose says the new platform’s rapid growth will be driven by the growth of the internet, which is expected in part to lead to more people accessing digital media.
“With an expanding internet ecosystem, it will be critical that we have a sustainable delivery model that delivers the right content for consumers at the right times and places,” Groseclosure writes.
While there are many factors that will determine the success of the new media marketplace platform, the National Public Radio’s Jason Samenow says that one of the key factors will be the content.
Samenows article says the platform will not only provide the ability to deliver high-quality content, but will also help ensure that content is delivered to Canadians at the appropriate times and place.
“We’ll be able, for example, deliver news and information when Canadians are out of the house, when they’re out of town, when the weather is hot and when they have a cold,” Samenotes article says.
Grosclose is hopeful that Canada will become the leader in digital media, but that’s not all that the new digital media marketplace is looking to achieve.
Groshclose also cautions that the platform has not yet been tested on all types of media.
For example, the new marketplace will not be able deliver video or audio content.
Groesclose also notes that Canada is still in the early days of the digital media industry and that there are a lot more challenges ahead.
“There is still a lot that is to be done,” Grosclosed says.
“It is clear that Canada has an enormous amount to learn about the technology and how it can be used to drive growth.”