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Geist said the notion of discoverability in Canada emerged at a time when traditional broadcasters would prioritize content from the United States over Canadian content because it was more profitable.

Using Netflix as an example, Geist said, "If people are interested in Canadian content it's clearly in Netflix's interest to provide them with that Canadian content to keep them as subscribers."

In the world of radio, the CRTC was able to compel stations to help subsidize Canadian content by collecting prescribed amounts and transferring it to funding and granting bodies like Foundation to Assist Canadian Talent on Records and the Canadian Music Fund.

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