Released in Canada first, it's now hitting the US and will be expanding further shortly.
It's rather like Netflix's ISP speed index. Thay want to show up internet service providers (ISP's) where they have bottle necks either through limited peering and transit off / on their network or where they restrict third party services. Also it will give a good indication of which ISP's networks contain their caches (CDN's like Googles GGC or Netflix's OpenConnect) which keep the content closer to the customer to it doesn't have to traverse the wider internet.
The idea being that if the ISP's don't provide good access to the third party video content (more data = more cost loosely speaking) then their customers can be made aware and vote with their feet if they want.