(De)localising narratives in the era of transnational streaming platforms: the case of Quebec series

This article explores (de)localisation strategies employed in original Quebec series distributed on national streaming services ICI TOU.TV and Illico+. In a media landscape dominated by global streaming services such as Netflix and Disney+, local series face the challenge of attracting both national and international audiences. Based on a qualitative analysis of 34 original French-language series, this study identifies four main localisation strategies in Quebec series: broad delocalisation, cosmetic localisation, cultural localisation and integrated localisation. These strategies highlight how Quebec series navigate the balance between maintaining cultural specificity and potentially appealing to global markets. The article also examines the potential risks of reinforcing cultural stereotypes through a ‘tourist gaze’, as local creators may reproduce familiar, commodified images of Quebec to appeal to broader audiences. By analysing this spectrum of localisation practices, the study sheds light on the complex interplay between the local and the global in the streaming era and the implications for cultural representation in media.