Pixel to Product initiates country-wide call to arms: help quantify Canada’s digital media industry

Canada’s digital media industry is lively, to say the least. Comprised of more than 3,000 interactive digital media companies, the industry generated nearly $4 billion dollars. And it’s only grown since.

To say that our digital media realm, which employs over 50,000 full-time workers, is fast-paced would be quite the understatement. Consider the explosive growth of social media platforms like Twitter and Facebook, the incredible surge in popularity of the mobile web, and the aggressive boundary-pushing innovations borne from the blood, sweat, and tears of talented folks. But what do we really know about it all?

Justin Kozuch, winner of the Mesh Prize and Lead Researcher for the Pixel to Product research study, is launching Canada’s first nation-wide digital media census, designed to answer these and a few dozen other questions about the state of our digital media ecosystem.

[Despite] everything we know about our industry and where it’s been, we know very little about where it’s headed. Every day, thousands of digital media companies employ many more thousands of professionals with the goal of building next-generation tools that allow us to communicate with one another, be entertained, be educated and educate others. Who are these companies? Where are they located? Are their businesses growing? What types of skillsets are they looking to acquire over the next year?

Given the disparity of available data in this area, we decided to take it upon ourselves to ask these important questions.


Pixel to Product, in collaboration with Toronto-based mobile marketing agency, aims to better understand of the size and scope of the Canadian digital media ecosystem, and answer peoples’ burning questions about the industry.

“Open data is the corner stone of good academic research,” says David Eaves, an open data expert. “Without open data, results and analysis cannot be verified, tested or effectively debated. If we are going to assess the impact of something as transformative as the impact of digital media on Canada,” he notes, “then we must ensure the data behind the study is open so that we might all be able to better participate, challenge and share the results.”

“Pixel to Product has the potential to enhance the profile and reach of the entire Canadian digital industry with the added benefit of promoting Canada as a powerhouse in the global digital arena,” Marcus Anderson, president of Broadplay, says. “Broadplay is pleased to support this initiative through the application of our mobile marketing solutions.”

To participate in this ambitious quest, take the Pixel to Product survey here.