The Internet, a major pole
The Internet has become a pivot for cultural consumption. Not only because of the place that local and international music or audiovisual streaming platforms now occupy, but because it is also a powerful search tool (Google, etc.) and recommendation tool (the social network TikTok, algorithms, etc.). In fact, 60% of the Quebec population uses the Internet to find or access music or audiovisual content. These figures exceed the 75% mark for those aged 44 and under. One in four Quebecers (25%) also use it for books and one in five (20%) for podcasts.
L’Quebec survey on the discovery of cultural products is specifically interested in those people for whom contact with culture comes via the Internet. Thus, the survey data does not concern all Quebecers, but only those who consume cultural products “at a given frequency by using the Internet to discover them”, what it calls the “Internet audience”.
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Unsurprisingly, young people aged 15 to 29 are the most likely to use the Internet to find and access cultural content, especially music (87%) and films or series (81%). They are also the most likely to not listen to Quebec music in French (31%) and not watch Quebec films or series in French (30%). In the general population who use the Internet, the data are similar for Quebec music and audiovisual content in French: 80% on average consume it and 20% do not consume it.
It should be kept in mind, however, that even if these data reflect a trend, they do not tell the whole story, since they do not take into account cultural consumption that does not take place on the Internet and which may include cultural products from here in French.
Understanding the uses
One of the interests of this study, according to Lysandre Champagne, project manager for cultural statistics at the Institut de la statistique du Québec, is to understand the mechanics of online research, discovery and recommendation. This is important in the context of the adoption of federal law C-11, which requires online distribution platforms to promote Canadian content. The survey takes an in-depth look at what Quebecers are looking for online, how they do it and even in what language they conduct their search.
The fact that part of the French-speaking population, particularly the youngest, searches in French and English, and sometimes even only in English, “raises new questions,” says Lysandre Champagne. The modes of discovery are not exclusive, she adds: people very often use more than one, online or not, and with discernment, knowing from the outset where they are most likely to find what they are looking for.
Not all equal before the machine
The discoverability survey shows in particular that the ease of access to Quebec content in French is uneven: those looking for local films or series on international platforms find it difficult to find them in a proportion of 60%, compared to only 30% in the case of music and books. This data could be explained by the fragmentation of the audiovisual offer: while music platforms offer similar catalogues, those offering films or series rely on sometimes exclusive content accessible for limited periods.
The existence of local audiovisual platforms like ICI Tou.tv or Club illico also changes the situation, while there is no Quebec alternative to Spotify, Apple Music and others.
The book resists
Even though 70% of Internet users interested in reading look for content and recommendations online, the book market has not been disrupted by the digital revolution in terms of discovery. Nearly two out of three Internet readers (64%) still go to bookstores to find titles that interest them or could interest them. The equivalent of the bookstore obviously no longer exists, or almost, for movie or music lovers.
The entourage, an essential cultural agent
Lysandre Champagne also points out this: for all types of Quebec cultural content in French, with the exception of podcasts, the entourage remains a major prescriber in all segments of the population. “This resonates a lot with theories in the sociology of culture that cultural consumption is very linked to the feeling of belonging and identity and, in this sense, the entourage is very important,” she says. “We want to know what our friends, family and colleagues consume.”
Check out the survey results