French consumers cut cultural spending but remain unwilling to give up culture

Economic pressure is prompting French consumers to scrutinise their cultural spending more closely, without fundamentally challenging the place of culture in their daily lives. According to a study conducted by the E.Leclerc Observatory of New Consumption Trends in partnership with Viavoice, 62% of French people consider culture an essential need they are unwilling to sacrifice. At the same time, the same proportion say they have tried to save money on at least one area of cultural spending over the past twelve months.

The Viavoice survey was conducted online between 17 and 20 July 2026 among a representative sample of 1,000 people aged 18 and over living in metropolitan France.

Rather than reflecting a withdrawal from cultural activities, these figures point to a shift in consumer behaviour. People are not necessarily abandoning books, cinema, music or audiovisual content, but they are looking for less expensive ways to access them.
This trend is particularly pronounced among younger adults. Some 83% of people under the age of 35 say they have sought to reduce their cultural expenditure over the past year.

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