Struggling Popularity of Television Content in Quebec Among Youth
The Quebec Statistics Institute (ISQ) recently released a report, first published in French on Aug. 11, 2025, revealing a troubling trend for Quebec television content. The report found that young viewers are increasingly turning away from traditional French-language TV channels, with streaming platforms reshaping viewing habits, particularly among younger demographics.
Key findings from the survey include:
- Among 15- to 29-year-olds, only 8% watch mainly Quebec content, while 57% listen mainly to songs in English.
- Traditional television is still subscribed to by 67% of people, but the average time spent on it is decreasing.
- In contrast, 73% of households have a subscription to a non-Quebec streaming platform, while 28% have a Quebec platform.
- Among people aged 30 to 44, 14% watch mainly Quebec content, a figure that drops significantly among younger age groups.
- The survey reveals that the younger the viewers, the less Quebec content they consume.
The shift towards streaming services such as Netflix, Amazon Prime, and YouTube is a key factor in this trend. While linear TV still reaches many adults weekly, its popularity is on the decline, with streaming platforms gaining traction, especially with the 18-34 age group.
Financial and regulatory challenges also contribute to Quebec television's struggles. The decline in cable subscriptions reduces the fees paid by cable companies to TV channels, diminishing funding available for local productions, including Quebec’s Francophone content. This financial pressure is exacerbated by insufficient cultural regulations on streaming services, which only recently began contributing a small portion of revenues to Canadian broadcasting and still lack clear rules for supporting local content.
Competition is another significant issue. Quebec broadcasters face competition not only from international streaming giants without the same regulatory obligations but also from publicly funded CBC/Radio-Canada, further undermining private local broadcasters’ financial stability and their ability to invest in attractive content.
Moreover, the smaller Francophone market compounds these challenges. With a vast array of English-language and global streaming content available, young viewers have numerous options, making it difficult for Quebec content to attract and retain their attention.
However, there are exceptions. Noovo, a Quebec French-language network owned by Bell Media, managed to increase viewing time and audience in the 18-34 demographic shortly after its 2024 rebranding, demonstrating that innovation and investment can still yield results.
In the literary field, 37% of readers in the province mainly read books by non-Quebec authors, indicating a similar trend in reading habits.
In summary, Quebec television's challenge with young viewers is rooted in a rapidly evolving media landscape dominated by streaming platforms, financial challenges due to cord-cutting, lagging regulation to support local content on digital platforms, and fierce competition both inside and outside Quebec’s small Francophone market. Efforts to improve discoverability of French-language content, such as Quebec’s Bill 109, are crucial to addressing these issues and ensuring the long-term viability of Quebec's cultural industries.
Streaming platforms like Netflix, Amazon Prime, and YouTube are driving a shift in entertainment preferences, particularly among younger demographics, causing a troubling trend for Quebec television content. Conversely, in the realm of lifestyle and education-and-self-development, 37% of readers in the province primarily consume books by non-Quebec authors, suggesting a similar trend in reading habits.
