Quebec's Streaming Bill: A Clash of Culture, Consumers, and Code

MONTREAL, QC – November 27, 2025 – The Quebec government's ambitious push to regulate global streaming giants is facing a significant new challenge, not from tech lobbyists, but from the very public it aims to serve. A province-wide survey released today reveals that a majority of Quebecers prioritize affordability and choice over new rules for digital platforms, casting a shadow over the controversial Bill 109.

The legislation, designed to bolster the province's cultural sovereignty, now finds itself at odds with consumer sentiment, as residents express deep concerns about potential price hikes and the risk of their favorite streaming services leaving the market entirely.

The Consumer Verdict: Choice and Cost Trump Regulation

A new survey conducted by Leger for the Digital Media Association (DIMA) paints a clear picture of consumer priorities in Quebec. The findings indicate a stark disconnect between the government's regulatory agenda and the daily experience of streaming users. According to the data, 61% of Quebecers already find French-language music easy to discover on services like Spotify and Apple Music.

More pointedly, the public appears wary of government intervention in their media consumption. A significant 66% of respondents believe the government should not influence the music available on streaming services, a figure that climbs to 75% among adults aged 18-34. For many, the core value of these platforms is freedom of choice, with 63% citing it as one of the most important features.

However, the most potent opposition is rooted in economics. The survey highlights a clear red line for consumers: 76% would oppose Bill 109 if it resulted in higher subscription prices. Another 65% would oppose the legislation if it led to streaming platforms exiting the Quebec market—a threat industry groups have warned is a real possibility.

"The findings show that Québecers place real importance on having the freedom to navigate new artists and genres when they stream music," commented Lisa Covens, Senior Vice-President at Leger. "The notion of government influencing what's available doesn't match what many respondents say they want."

This sentiment is underscored by the public's broader priorities. When asked to rank the most pressing issues facing the province, only 4% selected the regulation of digital services, placing it last behind healthcare, affordability, and housing.

Bill 109's Quest for Cultural Sovereignty

Tabled in May 2025 by Minister of Culture and Communications Mathieu Lacombe, Bill 109, officially titled "An Act to affirm the cultural sovereignty of Quebec," is a sweeping piece of legislation. Its stated goal is to protect and promote French-language cultural content in an increasingly digital world dominated by English-language media.

The government's rationale is rooted in data showing that French-language music accounts for only 8.5% of listening time in the province. Minister Lacombe has framed the bill as a necessary tool to counter the "barrage of English North American culture" and ensure that Quebec's unique cultural products are not just available, but actively promoted.

To achieve this, Bill 109 proposes several powerful measures:

• Mandatory French Interfaces: Digital platforms and even smart TV manufacturers would be required to offer French as the default language.
• Discoverability and Prominence: Services would be legally obligated to feature and promote French-language content, ensuring users "stumble across" it rather than having to seek it out.
• Content Quotas: The bill grants the government authority to impose minimum quotas for French-language content, though the specific percentages would be defined later in regulations.
• Enforcement Power: A new government body, the Bureau de la découvrabilité des contenus culturels, would be created to oversee compliance, with the power to levy fines up to $300,000 per offense.

The bill aims to enshrine a "right to discoverability" in Quebec's Charter of Human Rights and Freedoms, elevating the issue from a market preference to a fundamental right.

Redefining 'Discoverability' in the Digital Age

At the heart of the conflict is the very definition of "discoverability." The government's approach is prescriptive, leaning towards mandated placement and quotas. In contrast, the DIMA survey suggests consumers have a different understanding. When asked what discoverability means to them, respondents pointed to the tools they already use: personalized playlists, homepage recommendations, and search features. Only 20% equated it with government-imposed quotas that give equal visibility to French and English content.

Industry representatives argue that the current algorithmic model, driven by user choice, has been a boon for Quebec artists. "Streaming has become one of the strongest engines for Québec's music ecosystem, helping turn piracy into prosperity," said Graham Davies, President and CEO of DIMA. He noted that streaming services return 70% of revenues to rightsholders and have helped artists from Quebec find global audiences.

The fear is that a rigid, top-down regulatory system would break this model. Mandated quotas could interfere with personalization algorithms, potentially leading to a worse user experience and driving consumers away. DIMA warns that this could undermine streaming royalties and perversely harm the very artists the bill is intended to help.

A Collision Course with Federal Law and Market Realities

Bill 109 does not exist in a vacuum. Its aggressive provincial stance puts it on a potential collision course with Canada's own federal legislation, the Online Streaming Act (Bill C-11). Enacted in 2023, Bill C-11 tasks the CRTC with creating a national framework for regulating streaming services. Legal experts warn that Quebec's parallel regime could create a confusing and contradictory regulatory landscape, leading to constitutional challenges over jurisdiction.

This regulatory duplication could create significant technical and financial burdens for platforms, which may be forced to develop Quebec-specific versions of their services. The Computer & Communications Industry Association (CCIA) has already estimated that the federal Bill C-11 could cost the U.S. media industry billions; Bill 109 would add another layer of complexity and cost.

This raises the specter of market withdrawal. Canada has already seen how platforms react to regulations they deem unworkable, with Meta blocking news content in response to the Online News Act. Faced with conflicting federal and provincial rules and high compliance costs, some streaming services, particularly smaller ones, might decide the Quebec market isn't worth the trouble. As the Leger survey shows, this is a major concern for a majority of Quebecers who value access to these global platforms.

As the government pushes forward with its cultural ambitions, it now faces a public that appears more concerned with the practical and financial consequences of its plan. The debate over Bill 109 has become a critical test case, balancing the noble goal of cultural preservation against the powerful forces of consumer choice and the economic realities of the global digital marketplace.