I have noticed a quality reduction in Netflix on my Apple TV 4K, and I am in Toronto as well. Note that I am on Rogers Gigabit internet, and every single time I've tried benchmarking, I see no speed reductions. I consistently get 800-900 Mbps or higher on machines that can handle those speeds.
However, it's inconsistent as I don't always see quality reductions in Netflix. Either I'm not noticing it in all titles due to the encode and type of content, or else the reductions in quality vary due to varying bandwidth congestion. One of the spots it's most easily noticed is with night scenes. Scenes that should have a nice grey black gradient are showing more black crush, with ugly dark grey blocking. Also, even in bright scenes, I sometimes see some noticeable blocking which just shouldn't be there on even 1080p material, much less 4K.
Note that my main viewing is in Netflix, and as mentioned, that's where I've noticed it. I have not really noticed it with Apple TV+, but I reserve judgement on that because I don't watch Apple TV+ much. If Apple TV + got more and better content, perhaps I'd be able to give you a better assessment of it.

Same goes for Amazon - I can't really comment on Amazon since I haven't watched much Amazon in the recent months.
However, the quality reduction in Canada on Netflix on my Apple TV 4K is definite, even if it isn't consistent.
The other factor is that Apple TV + titles had higher bitrates to begin with. Netflix maxed out around 15 Mbps HEVC, whereas Apple maxed out over 40 Mbps! So, even if Apple halved their bitrate on Apple TV + titles, it could still meet or beat Netflix's pre-Covid max bitrates in some cases.
I won't comment on purchased iTunes movies either. The asshats at Disney won't provide 4K titles to us on iTunes in Canada, so my Marvel movies (mainly from 4K Blu-ray purchases) are all 1080p on iTunes in Canada. To watch in 4K I either have to watch on Disney+ or else the original 4K Blu-ray. At this point I have given up on buying streaming Disney titles in Canada, aside from kids' movies, unless I can get them for uber cheap. (I paid something like 15 bucks to get a half-dozen Star Wars titles on iTunes. Only 1080p but at that price I'm not complaining.)
How were the bit rates for audio and video?
I finally got a chance to do some comparison in terms of bit rates between my USA iTunes movies, Canada iTunes movies, and Movies Anywhere.
Can you test See on Apple TV +? Pre-Covid, it was 29 Mbps, with a peak of 41 Mbps.
Apple TV+ has the highest 4K streaming quality offered by a streaming service that supports 4K, according to testing conducted by FlatpanelsHD...
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