Market Share & Size

Published: Jul 12, 2016
Last Updated: Feb 10, 2019
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Both market size and market share held by competitors are key factors when assessing the competitive environment. Keep in mind that there is no single source of market size and market share data. Market information is usually pieced together from various sources and is not often readily available for niche or emerging industries. One strategy is to combine a competitor's name or a comparable, established industry with the term market share in article databases or read market research reports. You will need to identify and describe your market – who your customers are and what the demand is for your products and services.

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

ABI/INFORM Collection

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Created by ProQuest this database contains full-text articles from over 1,000 business magazines and journals that track business conditions, trends, management techniques, corporate strategies, and industry-specific topics.

  • Coutanche, M., Davis, C. H., & Zboralska, E. (2015). Telling our stories: Screenwriters and the production of screen-based culture in english-speaking canada. Canadian Journal of Communication, 40(2), 261-280.

"English-Canadian screenwriters are keenly aware that television is the economic centre of gravity of the Canadian screen industry, providing more economic opportunity and greater likelihood of attracting audiences than film."

  • Schwartzel, E., & Fritz, B. (2015, Mar 12). Business news: U.S. moviegoing falls, notably among 18-39s. Wall Street Journal.

"[...]it appears that the increasing number of low-cost digital entertainment options and a lack of wage growth may be making moviegoing less appealing to young people once they leave home and must spend their own money to buy tickets."

Business Source Ultimate

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies.  Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

  • Miller, R. K., & Washington, K. (2013). Part VIII: Filmed Entertainment: 40. Film Studios. Entertainment, Media & Advertising Market Research Handbook, (13), 245-251.

This section deals with the trends in the film studios in the U.S. A list showing the box office gross revenues of major film studios in the country in 2011 is provided. It is said that blockbuster films are distributed overseas so that film studios can get more profits. An assessment of the economic impact of the production and distribution of films and television programs in the U.S. is included.

  • Sholkin, H. (2012). What's Your Digital Age?. Media Industry Newsletter, 65(22), 9.

The article reports on the state of employment related to the media industry in the U.S. Reporters and correspondents are included in the worst list of the Bureau of Labor Statistics due to the decline in employment from 2010-2020. The top 10 most useless college majors listed in "The Daily Beast" include journalism, film, and video. Several media companies and professionals are transforming by taking advantage of the growth in digital business.

  • 32: Film Festivals. (2012). Leisure Market Research Handbook (pp. 132-137). Richard K. Miller & Associates.


How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

  • eMarketer Numbers for: movies, 2014-2018
  • The US Media and Entertainment Industries 2016: Digital Ad Spending Forecast and Trends.

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases, use 'by title' if you already know the name. Otherwise, you can use the list 'by subject' to find starting places for doing market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

IBISWorld Industry Reports

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

IBISWorld research is an independent, professional publisher of high-quality market research reports. These reports analyze the underlying structure and external forces that drive an industry.

Try Primary Research

The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:

  • Advertising, blogs and sales brochures
  • Your personal network and employees
  • Direct observation and interviews