In a bold stance that could reshape Canada’s digital media landscape, Spotify has firmly pushed back against the Canadian Radio-television and Telecommunications Commission’s potential regulation of music streaming services. During recent CRTC hearings, the Swedish streaming giant argued that forcing it to promote Canadian content through algorithmic manipulation would fundamentally disrupt its user experience and potentially harm the very Canadian artists the regulations aim to support.
“Our personalization technology is at the core of our user experience,” explained Nathan Wiszniak, Spotify’s Head of Canadian Artist and Label Partnerships. “Forcing algorithmic promotion of content based on national origin rather than user preference undermines our entire business model.” Wiszniak’s testimony highlights the growing tension between traditional broadcasting regulations and modern digital platforms that rely on sophisticated recommendation systems.
The hearings stem from the controversial Bill C-11, officially known as the Online Streaming Act, which passed into law earlier this year. The legislation expands the CRTC’s authority to regulate online streaming services similar to how it oversees traditional radio and television broadcasters. Under these new powers, the commission is exploring whether to require platforms like Spotify to prominently feature Canadian content, mirroring the “CanCon” quotas that have governed Canadian radio for decades.
Industry experts note that this regulatory approach represents a fundamental misunderstanding of how streaming platforms operate. Unlike radio, where listeners passively receive programmed content, streaming services function on active user choice and personalized recommendations. According to data shared during the hearings, Spotify already showcases significant Canadian talent, with domestic artists representing approximately 8% of global streams—impressive for a country that comprises less than 0.5% of the world’s population.
The debate extends beyond just music. The CRTC is simultaneously conducting separate consultations regarding video streaming platforms like Netflix and YouTube, potentially creating a comprehensive regulatory framework for all digital media in Canada. Critics, including several technology policy groups, warn that such regulations could stifle innovation and limit consumer choice in an increasingly competitive digital marketplace.
Canadian artists themselves appear divided on the issue. While some established musicians and industry organizations support measures to promote domestic talent, others worry about potential unintended consequences. “Forcing platforms to promote content based on nationality rather than quality or relevance could actually devalue Canadian music in listeners’ minds,” noted independent Toronto-based musician Ava Reynolds. “It’s about organic discovery, not regulatory quotas.”
The economic implications are significant. Spotify contributes substantially to Canada’s music economy through royalty payments and promotional opportunities. The company warned that overly prescriptive regulations could force them to reconsider aspects of their Canadian operations, potentially reducing investment in local music initiatives and limiting opportunities for emerging Canadian artists to reach global audiences through their platform.
Legal experts suggest that any CRTC regulations must carefully balance cultural policy objectives with practical technological realities. “This is uncharted territory,” explained Dr. Michael Chen, digital policy specialist at the University of Toronto. “The commission needs to recognize that streaming platforms operate fundamentally differently from traditional broadcasters, and regulations must reflect these differences to be effective.”
As the CRTC deliberates on its approach, the broader question emerges: In an age of borderless digital content and algorithm-driven discovery, can—or should—national content regulations apply to global streaming platforms? With Canadian cultural identity at stake alongside economic and innovation concerns, how will Canada navigate this complex regulatory landscape while ensuring its artists continue to thrive on the world stage?
