Music streaming platforms offer vast catalogs of approximately 70 million songs, excerpts, and other content. These platforms offer curation: they offer their customers music that matches their tastes through playlists, recommendations, and other forms of targeted strategies.
On YouTube (the platform most used by users in Canada to access music), 80% of listening is related to these types of recommendations.
With that in mind, Canadian artists, creators, and musicians work each day to ensure that their music and content are included in these recommendations. In other words, in order to be heard, Canadian artists must be recommended.