A recent survey commissioned by the Digital Media Association (DIMA) delivers a clear message from Quebec music listeners: the government should not dictate what they hear on streaming platforms. This public sentiment arrives as the provincial government moves forward with Bill 109, the "Act to affirm the cultural sovereignty of Québec," which seeks to reshape how French-language cultural content is discovered online.
Public Opinion Clashes with Legislative Premise
The research, conducted by Leger, found that two-thirds of Quebecers (66%) believe the government should not influence the music available on streaming services. This opposition is even stronger among younger demographics, with 75% of adults aged 18-34 rejecting state intervention. For this key group of engaged streamers, freedom of choice is paramount.
Bill 109 was constructed on the assumption that French-language content is difficult for listeners to find. However, the survey data directly contradicts this foundation. 61% of respondents stated that French-language content is actually easy to find on services like Spotify, Apple Music, Amazon Music, and YouTube.
Global Success Stories Underscore Organic Growth
The argument for organic, user-driven discovery is bolstered by recent, undeniable success stories. In January 2023, Quebec artist Patrick Watson's song "Je te laisserai des mots" achieved a historic milestone by becoming the first French-language track in the world to surpass 1 billion streams on Spotify. This decade-old song found a massive new audience purely through the mechanics of streaming algorithms and user sharing.
This is not an isolated case. Data from Spotify indicates that streams of French-language music on its platform have surged by 94% since 2019. Between August 2023 and July 2024, over 100 million listeners across 180 countries tuned into French-language content. Quebec artists like Charlotte Cardin, Ariane Roy, Fernie, and Fredz are building international fanbases, demonstrating that the current system facilitates global reach without mandates.
Defining "Discoverability": Listeners Prefer Tools Over Quotas
When asked what "discoverability of French-language music" means to them, Quebecers pointed to features they already use and enjoy. They highlighted playlists, algorithmic recommendations, search functions, and features on local artists. Only a minority—20%—defined it as enforced equal visibility between French and English music, indicating most listeners do not equate cultural support with rigid quotas.
An overwhelming 86% of survey respondents agreed that Quebec artists should have opportunities to share their music with the world. The streaming model, which reinvests a significant portion of revenue into technology and artist tools, is currently enabling this. It is now the largest revenue source for the recorded music industry, with about 70% of revenue paid to rights holders.
The Path Forward: Building on Success
Graham Davies, President and CEO of DIMA, argues that the regulatory framework for Bill 109 should not focus on limiting choice but on amplifying what is already working. "Quebec music is not just being supported; it is being elevated at a global scale," he notes. The call from industry representatives and, according to the survey, from the public itself, is for the government to respect the organic ecosystem that has allowed francophone artists to thrive internationally.
As the CAQ government designs the implementation details for Bill 109, the central question becomes whether it will heed the clear opinion of Quebecers who value their freedom to choose and the proven, global success of their homegrown artists under the current streaming model.
