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Youth Media Alliance welcomes recognition of the strategic role of youth content in the Québec Audiovisual Strategy 2026–2031

June 23 2026

Montreal, June 23, 2026 — The Youth Media Alliance (YMA) welcomes the Québec Audiovisual Strategy 2026–2031, which recognizes the importance of supporting a diverse and innovative audiovisual offering capable of reaching new generations.

For the first time in several years, the Government of Québec clearly identifies youth as one of the strategic levers for revitalizing Québec’s audiovisual sector. Children, pre-teens, and teenagers are no longer considered a niche market, but rather an essential audience for the cultural vitality of Québec’s future.

The strategy explicitly acknowledges that reconnecting with young audiences is a matter of survival for Québec content, and that future investments must prioritize enabling young people to see, hear, and share more Québec stories on the platforms they use every day.

In a context where consumption habits are rapidly evolving and young audiences are increasingly turning to digital environments and a variety of formats, the Strategy underscores the importance of preserving Québec’s capacity to create content that reflects its culture, language, and realities.

For the YMA, this recognition confirms the strategic importance of youth media within Québec’s audiovisual ecosystem. Content aimed at children and teenagers plays an essential role in cultural transmission, the development of collective imagination, and the creation of a lasting connection between young people and local works.

The Strategy also highlights the need to adapt support mechanisms for creation and to better respond to transformations in the audiovisual sector, particularly in terms of discoverability, new distribution platforms, and evolving consumption habits. These challenges are especially significant for youth content producers and creators, who must now reach young audiences in a highly competitive environment.

“Youth content represents a vital cultural investment. It allows young people to see themselves on screen, hear their language, and discover stories that reflect who they are. The recognition of this issue in the Québec Audiovisual Strategy is a positive signal for the future of the sector,” said France A. Martin, Executive Director of the YMA.

The YMA reminds stakeholders that Québec has widely recognized expertise in the creation of youth content, particularly in animation and television production, and that maintaining a strong ecosystem requires support adapted to the specific realities of this sector.

As consumption patterns continue to evolve, the YMA will continue to work with government partners and the broader industry to foster the development of a strong, accessible youth offering that reflects the diversity of Québec’s young audiences.

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Recognition of indigenous narrative sovereignty

When in Toronto: We, the YMA, acknowledge the land we work on is the traditional territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples, and is now home to many diverse First Nations, Inuit and Métis peoples. We also acknowledge that Toronto is covered by Treaty 13 signed with the Mississaugas of the Credit and the Williams Treaty signed with multiple Mississaugas and Chippewa bands.

When in Montreal: We, the YMA, acknowledge that the land on which we gather is the traditional and unceded territory of the Kanien’kehá:ka (Mohawk) Nation, who have long served as the custodians of these lands and waters. Tiohtià:ke (Montreal) has historically been a place of meeting and exchange among many First Nations and continues to be home to a diverse Indigenous community.

The YMA supports and promotes the narrative sovereignty of all Indigenous nations

Recognition of the Canadian Screen Industry's Statement of Values

The YMA joins organizations across Canada’s screen industry to say: this is what we stand for and commit to:
1. Representation – Ensuring Canadian and Indigenous stories are seen and heard.
2. Reflection – Everyone in Canada should see themselves on screen.
3. Showcase – Telling our stories to the world.
4. Reconciliation – Taking real steps to work with and support Indigenous storytellers.
5. Diversity – Making room for a wide range of lived experiences and perspectives.
6. Access – Breaking down barriers to participation and opportunity.
7. Support – Backing the screen industry as a vital part of our economy and culture.
8. Collaboration – Working across sectors and borders to strengthen our industry.
9. Sustainability – Creating a future that works for people and the planet.
10. Accountability – Setting goals, tracking progress, and staying honest about where we are.
11. Equity – Actively dismantling systemic discrimination in all its forms.

Mitigating the Environmental Impact of Events

The YMA helps mitigate the environmental impact of all its activities by adopting sustainable practices throughout the event. This includes choosing venues with strong green policies, reducing printed materials by prioritizing digital programs, and encouraging participants to use reusable water bottles and coffee cups. Offering plant-based and locally sourced menu options, minimizing single-use plastics, and ensuring effective waste sorting and recycling on-site are also important steps. Finally, the YMA promotes low-carbon travel by encouraging public transit, carpooling, or virtual participation options where possible, ensuring the conference remains both impactful and environmentally responsible.