The benefit is mostly in "Oh, this (show/movie I like) is Canadian? What else is Canadian?"

Let's take Netflix for a negative example. People know it's reputation for cancelling shows after the third season, so viewers choose not to get invested in Netflix shows, so they do poorly, and then Netflix cancels them. It's a bit of a self-fulfilling prophecy at this point.

But what if the reputation around the world was "CBC (or Canada in general) produces great shows"? Then more people will look for them and it grows the international audience. It genuinely annoys me when people call great, original Canadian shows, like North of North, a Netflix show. No, it's quality CBC, Canadian, Inuit content. But if people think North of North is Netflix, how many are expecting it to get cancelled after the third season, and therefore not bothering to get interested in it?

Also, it's important to counter right-wing populism everywhere. Poilievre and the Conservatives (in its current incarnation) needs to be shut down and not taken seriously in Canada and internationally. He needs to be seen as a joke by foreign nationals, and for people to see right wing populists in their own countries as jokes. The more he calls CBC state media, the more everyone needs to say WTF are you on about, you dingus?