Regional French-language coverage is now secure after Bell Media and RDS agreed to a long-term extension with the Montreal Canadiens through 2037-38. That agreement stabilizes one part of the picture, but broader uncertainty around the 2026–27 season now centers on the national French-language package and the NHL’s overall media strategy.
The real issue is the future of that national package under the league’s agreement with Rogers Communications. This is not just a rights question. It reflects a deeper tension in the NHL’s business model, where the push for national revenue growth does not always align with markets built on strong local identity, such as Montreal.
Canadiens’ French Broadcasts Are About Culture, Not Just Language
Montreal operates differently from most NHL markets. As one of the league’s Original Six franchises, the Canadiens hold a unique place within Quebec’s Francophone culture. French-language broadcasts have long shaped how fans experience and learn about the game, creating a connection that goes well beyond access.
Providing games in French meets a basic requirement, but it does not define the experience. In Quebec, tone, pacing, and perspective carry significant weight. Those elements develop over time through familiarity and cultural alignment, and they are central to why the product resonates.
Canadiens Viewership Reflects a Strong and Stable Market
The strength of this market begins with demand, but not as it is typically measured. While publicly available viewership data for Quebec is limited, the broader structure of the North American sports landscape provides useful context.
In the United States, hockey is not a top draw on television. National NHL broadcasts averaged about 445,000 viewers during the 2024–25 season, and more recent numbers typically range from 700,000 to 800,000, depending on the network and time slot. Even with these increases, hockey is far behind the NFL, NBA, and MLB in total audience, and only a small portion of Americans watch the sport regularly.
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Montreal is a different story. The Canadiens do not have to compete for attention like teams in the United States. In Quebec, the team is at the heart of sports culture, which shapes how people follow, talk about, and enjoy the game. This difference matters more than any single audience number.
NHL and Rogers Deal Shifts the Conversation
The NHL’s long-term direction is defined by its agreement with Rogers Communications. The C$11 billion, 12-year extension beginning in 2026–27 consolidates national rights and allows Rogers to sublicense portions of the package, including national French-language coverage.
That national framework exists alongside an established local structure in Montreal. RDS, owned by Bell Media, holds the Canadiens’ regional French-language rights, covering most regular-season games that are not designated as national broadcasts. National games, including the playoffs and marquee matchups, fall under Rogers’ control and are typically sublicensed for French-language coverage.
This split reflects a strategy built on a national-level scale and predictability while maintaining local coverage through existing partners. At the same time, it introduces friction in a market where continuity of voice and perspective is part of the viewing experience.
TVA Sports Reflects a Structural Industry Challenge
Concerns raised by TVA Sports about rising rights costs should not be interpreted as an isolated issue. They point to a broader shift affecting the entire sports media landscape. Live sports remain valuable, but the traditional model that supported those rights has become less stable as viewing habits change and revenue streams fragment.
TVA operates within those constraints. Compared to larger competitors such as Bell Media, its distribution and scale are more limited, which can affect both subscriber reach and advertising potential. That does not necessarily indicate a flaw in execution, but it does highlight the difficulty of sustaining high-cost rights within a more constrained business environment. The issue may not be whether TVA is failing to capitalize on the Canadiens’ value, but whether the current rights structure aligns with the realities of the Quebec media market.
Streaming Offers Reach, but Not Identity
Streaming platforms are likely to play an increasing role in the NHL’s distribution strategy. These services offer broader reach and access to younger audiences while creating new revenue opportunities as traditional cable declines.
Greater distribution, however, does not fully address the core issue. A centralized or global streaming model can deliver games efficiently, but it does not automatically replicate the editorial voice and cultural nuance that define French-language broadcasts in Quebec. Preserving that identity requires continued investment in local production and market-specific presentation.
Canadiens Situation Highlights NHL’s Bigger Question
Montreal remains one of the NHL’s strongest and most reliable markets, combining high viewership with a deep cultural connection to its audience. That strength should make it one of the easiest markets for the league to support as its media strategy evolves.
Instead, it has become a test case. If friction emerges in a market with this level of stability and engagement, it raises broader questions about the direction of the NHL’s media model. National deals have delivered financial growth, but they also place pressure on the local elements that have historically driven fan connection.
The central issue is no longer whether Canadiens games will be available in French. They will be. The more important question is whether the NHL can continue expanding its media business while preserving the local identity that gives markets like Montreal their lasting strength.
