"Piracy" suggests that viewers in the Southern Provinces aren't paying for the service. That typically isn't the case.
The weapon would be to tell the content providers that your competition is violating their content licensing.
That was somewhat of an "inside" comment related to what Videotron did to Bell around 16 years ago. Sued them for not protecting their (Bell's) digital signal from piracy. Bell turned around later and accused Netflix of "piracy" for not locking up their system so Canadian's couldn't log in to the US Menu using a VPN. She only used the "P" word a couple of times before mellowing into the more common word "thieves". But, Bell is well versed at tossing the word around against any of it's competitors and/or people that try to get around their despicable marketing/licensing/monopolizing practices.
Ultimately, Bell ended up resorting to reporting licensing violations to the copyright/license holders because the US Menu on Netflix was not licensed for the Canadian market. (Or the UK, NL, German and Australian markets that were also using VPN's for the same purpose. But Bell didn't give a tinkers damn about them. Only about the "potential Canadian customers" they'd pick up if they managed to screw over Netflix. The also started screaming "The Sky Is Falling" about Amazon Prime coming into Canada. Bell doesn't really understand the words "free market" and "fair competition". They grew up operating a monopoly and they've never really gotten away from that line of thinking.
Just to be extremely clear on the matter, I HATE BELL WITH A PASSION. Their scammy and scummy marketing practices know no bounds. They own exclusive licensing for HBO in Canada and have for several years. You want HBO? You're paying Bell for it one way or another.
Oh.... back on topic, no, I don't think the majority in the Southern Provinces are not paying for service. But I do think that when Shaw cuts all their channels over to the new birds, the condensed footprint of the new birds will probably leave anyone south of the Mason-Dixon line without reception.
Unfortunately, when that happens, about the only option that will be "available" will probably be illegal ones. Streaming from Canada one way or another.
(That's just an observation on my part. I'm not suggesting people do it. But hey, when you truly need something, and all "legal" means of getting it are removed from your list of "options".... who ya' gonna call?)