ACTRA

What ACTRA does

ACTRA (Alliance of Canadian Cinema, Television and Radio Artists) is the national labor union representing professional performers in English-language recorded media across Canada. Founded in 1943 and headquartered in Toronto, the organization represents more than 30,000 members across nine regional branches spanning Vancouver to St. John's, covering actors, voice performers, stunt performers, and other media artists in film, television, digital media, commercials, video games, audio recordings, voice-over, and radio. ACTRA's economic model is subscription-based, funded primarily through membership dues and augmented by transactional fees from work permits and collective agreement administration, with affiliated collecting societies (ACTRA PRS for residual/use fees, ACTRA RACS for recording royalties) handling rights monetization.

The union's service portfolio includes the ACTRA Membership System (AMS) for dues and profile administration, ACTRAonline.ca as a producer-facing casting marketplace with voice.actraonline.ca as a dedicated sub-platform, HAVEN Online as a bilingual workplace incident-reporting and counseling resource, and the CHROMA bilingual magazine (launched 2026). ACTRA negotiates and enforces multiple collective agreements — Independent Production Agreement (IPA), National Commercial Agreement (NCA), Audio Code, BCMPA, BCMAA, and broadcaster-specific deals — and operates an ACTHuman policy hub addressing AI displacement risk.

Go-to-market is community-led: membership growth through advocacy and bargaining representation; producer-side demand generated through collective agreement coverage and the casting platform. Notable risks include an unresolved NCA lockout by the Institute of Canadian Agencies since April 26, 2022, and ongoing exposure to AI substitution which the union is countering through contract-level safeguards (e.g., Ubisoft 2026–2028 video game agreement).

Name

ACTRA

Legal name

ACTRA (Alliance of Canadian Cinema, Television and Radio Artists)

Website

https://actra.ca

Company type

Private

Founded year

1943

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ACTRA is Canada's national labor union representing 30,000+ professional performers in English-language recorded media. It operates nine regional branches, negotiates collective agreements across film, television, video games and commercials, and runs member services including casting, residuals, and AI advocacy.

Ownership category

akta.pro rank

Product category

Performer Union Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

akta.pro secondary industry

Artist Booking, Talent Buying & Agency Services (MPAGAAAF)

Keywords

• Performer union services
• Collective bargaining agreements
• Talent representation
• Entertainment industry union
• Royalty collection society

Headquarters

HQ city

St. John's

HQ country

Canada

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Dues: ACTRA collects membership dues from its 30,000+ members. Members must pay dues as a condition of membership per ACTRA's By-Laws. Dues support union operations, collective bargaining, member services, and advocacy efforts.
2. Work Permits and Fees: ACTRA charges fees for work permits, including commercial work permits under the National Commercial Agreement and other production permits. These fees are collected when non-members or permit holders work under ACTRA agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

ACTRA is the national union of professional performers working in recorded media in Canada, representing over 30,000 members. It negotiates and enforces collective agreements covering film, television, commercials, animation, audio recordings, and video games; provides member services including a national casting platform (ACTRAonline.ca), residual and royalty collection through PRS and RACS, workplace safety resources via HAVEN Online, and advocacy on AI, Canadian content, and performer rights.

Product overview

ACTRA (Alliance of Canadian Cinema, Television and Radio Artists) is the national union of professional performers working in recorded media in Canada. Rather than a single product, ACTRA offers a portfolio of member services including the ACTRAOnline casting database for talent discovery, the HAVEN Online incident reporting and support platform for workplace harassment, the ACTRA PRS and ACTRA RACS collecting societies for rights management and use fee distribution, the CHROMA magazine publication for members, and the ACTRA Membership System for administrative services. These services collectively support over 30,000 performing artists across Canada.

Differentiator

Problem solved

Functional benefit

Brands

• CHROMA: ACTRA's national bilingual magazine for performers, launched in 2026 as the first fully bilingual English and French publication for the union
• ACTRA NOW
• HAVEN Online
• ACT*Human*
• ACTRA Award of Excellence
• ACTRA Visionary Award
• ACTRA National Women's Committee
• Canadian Stunt Hall of Fame

Products and services

• ACTRA Union Membership Union membership for professional performers (actors, voice performers, stunt performers, and other media artists) working in English-language recorded media in Canada. Members gain access to collective bargaining protections, the ACTRAonline.ca casting platform, residuals collection through PRS and RACS, HAVEN Online workplace safety resources, and legal representation.
• ACTRAOnline Casting Platform Online talent database and casting platform allowing casting directors and producers to search, view, and contact ACTRA performer profiles including resumes, credits, headshots, and contact information.
• HAVEN Online National bilingual resource hub and online reporting platform for incidents of inappropriate behaviour in the workplace, providing incident reporting system and access to counselling services for ACTRA members.
• ACTRA PRS (Performers' Rights Society) Collecting society that manages and distributes use fees and residuals to performers for secondary uses of their recorded performances, including international claims and direct deposit services.
• ACTRA RACS (Recording Artists' Collecting Society) Collecting society for ACTRA recording artists that manages rights and distributes royalty payments for recorded performances.
• CHROMA Magazine National bilingual magazine for ACTRA performers created by and for members, covering industry news, union updates, and performer stories.
• ACTRA Membership System (AMS) Online membership management system allowing ACTRA members to access profiles, update information, pay dues, and access member-only resources.
• National Commercial Agreement (NCA)

Quantifiable outcome

• 30,000+ members represented across Canada
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

17 partnerships are on record, tiered minor, core and major.

• The Academy of Canadian Cinema & TelevisionminorGTM or Marketing Partner · 1 January 2026ACTRA has an exclusive partnership offering members a 25% discount on Academy membership fees. Members can vote in Canadian Screen Awards upon joining.
• IMDbProminorGTM or Marketing PartnerACTRA has a partnership with IMDbPro offering members exclusive discounts on the platform for career development and casting. The partnership was renewed for 2026.
• HAVEN OnlinecoreOthersHAVEN Online is a national bilingual resource hub and online reporting platform for incidents of inappropriate behaviour in the workplace, providing access to counselling services.
• ACTRA Fraternal Benefits Society (AFBS)coreOthersAFBS provides benefits to ACTRA members. ACTRA shares member information with AFBS for cross-referencing, address changes, and benefit facilitation.
• ACTRA Performers' Rights Society (ACTRA PRS)coreOthersACTRA PRS collects and distributes residual and use fees to performers. ACTRA shares member information with PRS for payment processing.
• ACTRA Recording Artists' Collecting Society (ACTRA RACS)coreOthersACTRA RACS represents recording artists' interests and collects royalties. Part of the ACTRA organizational structure.
• SAG-AFTRAmajorStrategic or Co-development PartnerSAG-AFTRA expressed solidarity with ACTRA during the NCA lockout, recognizing shared membership and the importance of collective agreements for performers' rights.
• Equity UKmajorStrategic or Co-development PartnerEquity UK expressed solidarity with ACTRA, condemning ICA's union-busting tactics and supporting Canadian performers' fight for fair wages and protections.
• International Federation of Actors (FIA)majorStrategic or Co-development PartnerFIA represents performers' unions in about 70 countries. They expressed solidarity with ACTRA and applauded ACTRA's bold stand against ICA's union-busting.
• Directors Guild of CanadamajorStrategic or Co-development PartnerThe Directors Guild of Canada stood in solidarity with ACTRA during the ICA lockout, recognizing ACTRA will do everything in its power for its members.
• Canadian Actors' Equity AssociationmajorStrategic or Co-development PartnerEquity expressed solidarity with ACTRA, recognizing the fight's significance for Canadian artists and artists worldwide who rely on collective agreements.
• Canadian Labour Congress (CLC)majorStrategic or Co-development PartnerCLC, representing over 3 million workers, expressed solidarity with ACTRA and urged ICA to return to the bargaining table.
• IATSEmajorStrategic or Co-development PartnerIATSE supported ACTRA's efforts to protect performers, stating all workers deserve fair wages and working conditions.
• Ontario Federation of LabourmajorStrategic or Co-development PartnerRepresenting one million workers, standing shoulder to shoulder with ACTRA in the struggle for fair collective agreements.
• TAMACmajorStrategic or Co-development PartnerTAMAC, representing talent agents, expressed strongest support for performers locked out and applauded ACTRA's fight for fair wages.
• BIPOC TV & FilmmajorStrategic or Co-development PartnerBIPOC TV & Film recognized unions' role in protecting precarious workers and condemned advertising agencies seeking to undermine protections.
• Association Nationale des Doubleurs Professionnels (ANDP)majorStrategic or Co-development PartnerACTRA Montreal Voice Directors ratified a new agreement with ANDP for voice directors in the dubbing industry, effective October 2025 to September 2028.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• ACTRA Fraternal Benefits Society (AFBS): The not-for-profit fraternal benefits society affiliated with ACTRA providing insurance and financial services to members. Comparable as a closely-affiliated organization sharing ACTRA's member data and providing member-facing services.

Direct peers

• IATSE: International Alliance of Theatrical Stage Employees, representing behind-the-camera entertainment workers in film, TV, and live performance. Comparable as a North American entertainment-industry union with shared bargaining counterparties (producers, broadcasters) and coordinated support to ACTRA during the ICA dispute.
• SAG-AFTRA: The US national performers' union covering film, television, radio, and recorded media. Directly comparable to ACTRA as a national union representing professional performers; the two organizations actively coordinate on cross-border issues like AI protections and residuals.
• Directors Guild of Canada: National collective bargaining organization for directors, and other creative and production personnel in Canadian film and television. Comparable as a Canadian entertainment-industry union and an active solidarity partner of ACTRA in collective-bargaining disputes.
• Canadian Actors' Equity Association: The Canadian union for live performance stage actors, opera singers, and dancers. Closely comparable as a Canadian performer union with similar collective-bargaining mandate, and a documented solidarity partner of ACTRA.
• Writers Guild of Canada: Represents English-language screenwriters in Canadian film, television, and digital media production. Comparable as a Canadian creative-industry trade union negotiating collective agreements with the same producer and broadcaster counterparties as ACTRA.

Broad incumbents

• Canadian Labour Congress (CLC): Canada's national labour central representing over 3 million workers. Comparable as a federally-engaged labour umbrella that provides political and bargaining support to unions like ACTRA on industry-wide disputes.
• International Federation of Actors (FIA): Global federation of performer unions spanning approximately 70 countries. Comparable as a performer-representation trade body, and an active international ally of ACTRA in collective-bargaining campaigns like the ICA lockout.
• Canadian Media Producers Association (CMPA): Canada's trade association for independent production companies engaging performers under ACTRA agreements. Comparable as the principal organizational counterpart to ACTRA in collective bargaining for film and television productions.

Regional players

• Equity UK: The UK performers' trade union representing actors, singers, dancers, and variety performers. Comparable mission and structure (collective representation, AI advocacy), and a documented ally of ACTRA — though focused on UK stage and recorded-media performers rather than Canadian ones.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ACTRAnat
• YouTubeyoutube.com/playlist?list=PLXLiOdVXPvKPxV_tCxoqMS2XrsncwGRdz
• Facebookfacebook.com/ACTRAwomen
• Instagraminstagram.com/actranational

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ACTRA