When Amazon began in 1994 as an online bookseller, few could have anticipated how profoundly the internet would transform the way we access and create cultural content. Digital services broke down obstacles that historically limited access to culture, including social and impairment barriers. One frequently overlooked beneficiary of this change was rural communities, which suddenly had the same breadth of choice available to people in urban areas.
This transformation matters even more as 30% of the EU population—approximately 137 million people—live in rural areas. The internet has democratized access to culture, creating equality of opportunity from metropolitan Paris to small villages located hours away from commercial centers. Recent research from Oxford Economics confirms this shift: 60-65% of European rural residents report that e-commerce facilitates easier access to books and e-books, tangibly narrowing the urban-rural cultural divide.
One frequently overlooked beneficiary of this change was rural communities, which suddenly had the same breadth of choice available to people in urban areas
This democratization extends to creative tools and distribution channels. Digital services have revolutionized the creative landscape by dramatically lowering barriers to entry across multiple forms of creative expression. As a result, previously underrepresented regions and demographic groups now have unprecedented opportunities to share their work, complementing rather than replacing traditional and offline distribution channels. For example, Kindle Direct Publishing enables authors throughout Europe to reach global audiences, Prime Video Direct offers worldwide distribution to independent filmmakers and producers, and Amazon Music showcases independent artists, boosting their international exposure.
The economic impact of enhanced cultural inclusion is substantial. Digital services foster vibrant ecosystems of local businesses and creative professionals. Amazon alone has contributed to 250+ original European productions while connecting European artists with millions of listeners worldwide. Consider Ammareal, a French online bookstore that evolved from a €200,000 startup to generating €10 million annually across 11 countries in Europe and North America, while supporting literacy initiatives.
We believe the digital policy framework should prioritize universal access, affordability, user-friendliness, and diversity of choice in culture and entertainment
Overall, digital technology has democratized both cultural consumption and creation in ways that benefit society as a whole. As policymakers develop the digital regulatory framework, cultural access and participation should serve as guiding principles.
Whether in the area of online consumer protection (Digital Services Act and consultation on the Digital Fairness Act) or infrastructure (Digital Networks Act), we must ensure that access to culture and digital content distribution remains central to the conversation. We believe the digital policy framework should prioritize universal access, affordability, user-friendliness, and diversity of choice in culture and entertainment. By ensuring equal access and opportunities, we can strengthen Europe’s creative economy while upholding its fundamental values, including cultural diversity.
At Amazon, we support creative talent, expanding availability of—and access to—cultural content, investing in infrastructure, and unlocking technology for creatives—ultimately generating lasting value for creators and consumers alike.
Learn more about Amazon’s commitment to creatives and read our inaugural Culture and Creative Industries Impact Report
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