YouTube parent company Google has weighed in on the discoverability debate swirling around Bill C-10, arguing that “unintended consequences” of the bill could negatively impact both Canadian creators and YouTube users.

“If Bill-C10 rules were to go into effect as currently written, people would be seeing suggestions not based on their personal preferences or even what is most relevant, but what the government decides is ‘Canadian,'” said a posting shared on Google Canada’s Official Canada Blog and also shared by Google’s SVP, global affairs, Kent Walker, on Twitter.

“The rules around what is considered Canadian content are complex and it is very difficult to qualify. This stands to impact all creators but we are especially concerned about the impact on new and emerging creators as they will be up against players who have been following these rules for decades,” it continued.

Broadly speaking, Google Canada said it supports the goal of Bill C-10 to ensure Canadian creators and artists “have a shot to be heard” but feels the measures proposed in the bill’s current form will have a negative impact.

The issue of how to address discoverability and the promotion of Canadian content in an online world has become a central one in the debate over Bill C-10.

Supporters of the bill suggest appropriate discoverability requirements will support the success of Canadian content and creators, while critics say that allowing government entities to have a say in how algorithms surface content to digital platform users is inherently problematic.

According to Google, 90% of the watch time on Canadian content posted to YouTube is from viewers outside of Canada. The blog post cited creators such as Scarborough, ON-based Muslim beauty vlogger Aysha Harun, blind fashion creator Molly Burke, LGBTQ+ science educator duo AsapSCIENCE and Montreal-based Asian vlogger Leah Wei as examples of Canadian creators making waves on the platform.

Google Canada added that YouTube works closely with Just For Laughs, CBC/Radio-Canada, Blue Ant Media and the CMF (on its Encore+ YouTube channel) to enable them to grow their digital footprint at home and in international market.

Imposing discoverability requirements on platforms such as YouTube, says Google, could also have an adverse effect on the ability of creators to monetize their content.

“Creators’ success is what makes our platform thrive and we make substantial investments to specifically benefit Canadian creators and the Canadian creative ecosystem,” it said, adding that, through programs like its YouTube Partner Program, “the majority of advertising revenue is shared directly with the creator” and the creator retains “full ownership” of the content and can access analytics on how fans engage with their content.

Google also argues that if other countries were to impose similar local discoverability requirements, the overseas success of Canadian creators could be jeopardized.

“We know that Canadians punch above their weight on YouTube and their content is wildly successful everywhere. So, what happens when other countries follow suit, favouring their own local voices? This could mean our creators and stories get less reach around the world, impacting the businesses and livelihoods of thousands of entrepreneurial Canadians,” it continued.

The blog post from Google Canada comes as Bill C-10 continues to undergo line-by-line consideration.

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