Charting the Rise of “Shorts + Music Discovery” on YouTube Canada

In Canada, one of the most exciting shifts on YouTube is how short-form videos (the platform’s “Shorts”) are becoming a major stage for music discovery. According to global trend research from YouTube, “Shorts are driving music discovery” as we move through 2025: viewers often encounter songs through quick vertical clips, and that sets off full-length plays, channel subscriptions and deeper engagement. 

What does that mean for Canadian creators and audiences? Here are a few snapshots:

Canadian viewers are increasingly watching Shorts where a trending song is the centerpiece. Whether it’s a dance move, a surprise remix, or a viral challenge, the music becomes the hook.

For Canadian-based musicians and artists, this gives a fast lane to reaching new fans. A track that catches on via Shorts can quickly ripple out into longer form content, full-music-videos, behind-the-scenes, and reaction videos.

Creators in Canada can use this trend by layering popular or up-and-coming tracks into snackable content, either original or remix-style, and linking viewers to full songs. This helps build both channel growth and music engagement.

Another important angle: local impact. YouTube’s trend reports show that localization — making content tailored for a region, its language, culture and vibe — unlocks bigger audiences. For Canada, this means Canadian artists, bilingual creators (English/French), and region-specific styles have a unique advantage when paired with Shorts + music content.

Tips for creators & viewers in Canada

For viewers: Keep an eye on Shorts tabs. When you hear a catchy song there, follow the link or check the artist channel. You’ll often discover hidden gems from Canadian talent.

For creators/musicians: Think short + hook. Make a 15- to 60-second clip that centres on a memorable part of a song or a visually engaging moment, then redirect viewers to your longer content.

For brands/marketers: Use this trend to spot where sound-led content is resonating. A custom-sound, a challenge, or a cameo can spark strong engagement and extend reach beyond Canada.

In summary: The fusion of vertical­-Shorts format + music discovery is a standout trend on YouTube in Canada right now. It offers viewers fresh pathways to find new songs, creators new ways to spark interest, and the Canadian digital scene a chance to shine in the global wave. If you're active on YouTube in Canada — whether as viewer, creator, or brand — this trend is worth watching and leveraging.