Our way of discovering music and consuming it has undergone a real revolution in recent years. To see more clearly, ADISQ conducted a vast survey of 4,000 Quebecers. Several very interesting elements emanate from this report which will be put online this Wednesday and on which I got my hands.
We learn that 61% of Quebecers now use an online listening platform to listen to music. The popularity of these platforms is particularly observable among young adults (84%), adolescents (75%) and 35-54 year olds (66%). However, the data differs among those aged 55 and over, who only use these broadcasting platforms at 41%.
The most popular online music distribution platforms for Quebecers are YouTube (69%), Spotify (56%) and Apple Music (24%). The vast majority of 18-34 year olds use YouTube (74%), followed by Spotify (66%).
These platforms use various means to put their suggestions between our ears. But 69% of Quebecers prefer to listen to songs and music that they choose themselves, unlike 31% who opt for the random suggestion mode.
While CDs and vinyls have long offered the pieces in judiciously established programs, we discover that music lovers here listen to 60% of independent songs, against 35% who buy complete albums. Seniors turn more often to complete albums with 42%.
Interestingly, when Quebecers discover new music, listening to a single song is 50% and the complete album, 45%. In short, our curiosity leads us to go further.
One fact really interested me and it is the one that concerns the means that allow us to make these discoveries. The radio (60%), television (47%) and suggestions from those around you (38%) are the main spark plugs. The youngest discover music through suggestions from friends (55%), suggestions from YouTube (45%) and through social networks (30%).
It is largely with commercial/private radio (75%) that we make our discoveries. Public radio (35%) takes care of the rest. Knowing that public radio stations, such as ICI Musique, offer much more fragmented and daring choices than commercial radio stations, we could debate the notion of “discoveries” for a long time.
Quebecers’ favorite times to listen to music are when traveling (75%) and when doing household chores (62%). Ah! the famous Saturday morning cleaning to the sound of Louis-Jean Cormier or Harry Styles.
We have often wondered, over the past few years, if Quebecers give more importance to creators from here. The study shows us that there are a multitude of reasons why we turn to our artists: out of interest (13%), for the artists (13%) or to understand the lyrics (12%).
And when we ask the various groups surveyed if the question of belonging to the French language is important, a tiny minority (3%) of 13-17 year olds think it is, while those aged 55 and over (13%) find that this influences their choices.
While the adoption of Bill C-11 (which will regulate online streaming) is still pending, this investigation should guide the CRTC (which will then be responsible for establishing the means to enhance and protect Canadian content) in the decisions it will have to make.
“This study represents a year of work,” confided to me Ève Paré, Executive Director of ADISQ. It is undoubtedly the most complete and current portrait of our habits with music from here. »
Our show habits
Before the pandemic, 40% of people did not attend any musical performance and 32% saw one or two a year. Since the resumption of artistic activity in theaters, 44% of Quebecers consider that their habits of consumption of musical performances have not changed. However, 13% claim to see more often. This is especially true among those aged 34 and under (at around 20%). It should be noted that the survey was carried out a few weeks after the performance halls were able to welcome the public again to the maximum of their capacity.
Methodology
This Léger survey was conducted among 4,003 Quebecers from March 14 to 27, 2022. Summary data from this survey was published by ADISQ last May. It is not possible to calculate a margin of error on a sample drawn from a panel, but for comparison, the margin of error is ± 1.5%, and this, 19 times out of 20.