Think TV has released a new report, Spotlight on Quebec, that paints a picture of the viewing habits and programming preferences of adult francophone Quebecers, as well as their attitudes towards advertising and device ownership.
Quebec makes up 22% of the Canadian population and francophones account for 77% of the Quebec market. The report says Quebec francophones have a strong connection with TV and watch more television than other Canadian adults. They also spend less time with streaming services than the average Canadian adult.
According to the report, TV reaches 91% of all francophone adults 18-plus each week, 84% of those 25 to 54, and 83% of 18-to-34 year-olds. Looking at all adults 18-plus, they watch 27.3 hours of TV a week with 22.4 hours being live viewing and 4.9 hours of recorded playback. Those 25 to 54 watch 14.9 hours of TV weekly with 11.9 hours of it being live TV, while the 18 to 34 demo watch 12.9 hours with 10.1 hours of live viewing.
TV has the largest weekly reach of all media in Quebec, 90% vs 88% vs the rest of Canada. Weekly reach of social media is 85% in Quebec compared to 83% across the country. Radio and audio reach is 75% vs 78%, daily newspaper 65% vs 60%, and 49% vs 45% for magazines.
Quebec francophones are less likely to own a connected TV (68% vs 74% for the rest of Canada), streaming device (29% vs 43%) or a smartphone (81% vs 88%). French Canadians say that it is TV ads that attract the most attention and help them make purchase decisions.
When it comes to programming, Quebecers are passionate about home-grown content. The top 10 shows in the province are all produced in Quebec and deliver an average audience of 1.5 million per episode.
The majority of the Quebec adult francophone market accesses both linear TV and streaming services. This breaks down to more than half of adults 18-plus (57%) who watch both linear and streaming while 37% watch linear only. A majority of those 25-to-54 (66%) watch both, with 24% saying they watch linear only.
For the study, Think TV relied on data from Numeris, Vividata and Stats Canada.
