This is the part 2 of the report titled “Discoverability: Toward a Common Frame of Reference,” of which part 1 was released on May 6, 2016.

Whereas part 1 was aimed at developing a framework to help the industry to better master the different aspects of discoverability, the objective of this second part is to explore discoverability in greater depth, through the eyes of Canadian audiences: how they learn of the existence of content, how they make their choices, and these audiences’ main discoverability vectors.

Here, the discoverability process is considered from the angle of the Canadian audience’s journey when searching for new consumable content. By mapping multiple points of entry used to access content, the report examines how these points of entry—and their predominance among certain segments of the population—have a direct influence on audiences’ content choices.

The Media Technology Monitor added new questions on discoverability to its spring 2016 survey, and the results are presented in the last section of the report. The results of this survey confirm certain assumptions made in part 1, in particular the importance of friends’ recommendations. However, a more detailed analysis suggests an environment where these human behaviours could be harnessed by technology.