Quebec is bracing for a big battle with U.S. streamers on ‘discoverability’ of French content - National Post
Parti Québécois Leader Paul St-Pierre Plamondon gestures during his new cabinet's swearing-in ceremony at the National Assembly in Quebec City on Wednesday, Oct. 21, 2026. Photo by Francis Vachon for PostmediaArticle contentOTTAWA — Quebec Premier Paul St-Pierre Plamondon may have received congratulations from U.S. President Donald Trump on his election win, but that won’t deter him from his goal to force big U.S. streamers to showcase more French content on their platforms.
In unveiling his cabinet last week, St-Pierre Plamondon named his most experienced member of caucus, Pascal Bérubé, to become his minister of culture. He described him as a man “who knows how to stay on course when the wind is blowing hard.”
In a speech, the premier said Bérubé will have the mandate to negotiate a 30-per-cent quota of French content on large U.S. online platforms such as Netflix and Spotify.
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“From now on, Quebec will represent itself in this regard. Because we cannot rely on the federal government — that has been demonstrated so many times,” he said.
“Our culture is at stake. We will mobilize all available resources and negotiate directly until our Quebec culture can once again flourish and shine,” he added.
Bérubé told reporters after the fact he did not intend to sit idly by in his new role.
“Just watch us go — we are very determined. He didn’t send me to the culture portfolio for nothing; he’s sending his most experienced elected official. We have big plans, and it won’t be long now. My first actions will be taken very quickly,” he said.
Bérubé was not made available for an interview to describe his new mandate, which arrives at a critical time for trade talks between Canada and the United States.
Experts and political insiders consulted by National Post have questions about the leverage a single province would have in these negotiations, what these talks would achieve exactly and how they could affect Canada’s efforts in alleviating U.S. tariffs.
“The United States will take a tougher stance toward Canada. Is that their goal?” openly wondered a Canadian diplomatic source speaking in Washington D.C.
