Canada's reputation is on a roll. The 2010 Olympics triggered a pride and collective consciousness that rallied our nationhood and took our country to the world. Now, as we close the decade, our brand is stronger than ever.
We're recognized not just for being nice and polite, but also for our secure banking system, our exports and our openness to the world. Our bold cultural goods are reaching new and growing audiences and are an economic driver in the digital age.
Canada's cultural exports, from literature, music, to art, design and screen-based content — which means everything we watch in movie theatres, TVs, smartphones, tablets or computers — are well poised to ignite the world's imagination with our stories, our creativity and our innovation.
A window of opportunity has opened. There is a growing national consensus on the advantages that these industries offer the country.
Canada's screen-based sector has a wealth of talent, both on and off-screen, that last year created 179,000 well-paid, full-time jobs across the country and added $12.8 billion to our GDP.
Investing in Canada's creative content is not just good cultural and economic policy, it's also an integral part of our public diplomacy efforts in an increasingly fragmented and polarized world. Creative content builds on Canada's strong brand value.
Despite the revolutionary changes going on in media, including the influx of foreign streaming services like Netflix and Amazon Prime — a massive shift that comes with both risks and opportunity — Canada's screen-based sector has demonstrated success.