Learning from Documentary Audiences: A Market Study

This report, commissioned by Hot Docs, focuses on where, when, why and how audiences are viewing documentaries, including at the cinema, on television, online and via mobile devices. It also explores how audiences discover and share information about documentaries, whether through traditional media, social media or word of mouth. The study is based primarily on results of a Canada-wide survey of over 3,000 documentary viewers, together with focus groups and a literature review. The study identifies three market segments of documentary audiences with distinct habits and preferences for consuming documentaries. September 10, 2014.