The sports broadcasting landscape in Canada is undergoing a major transformation. Streaming platforms are rapidly encroaching on traditional TV territory, with Amazon’s entry into NHL and NBA broadcasting marking a significant shift. As Rogers' 12-year, $5 billion NHL deal approaches its 2026 expiration, the future of how Canadians watch their favorite sport remains uncertain. Will this shift benefit fans, or will it create new barriers? And what does this mean for advertisers who have long relied on traditional broadcast audiences?

Fan Experience vs. Casual Fans

A recent example of sports moving to streaming is the MLS, which signed an exclusive global broadcasting deal with Apple TV. While die-hard fans benefit from better access and fewer blackouts, casual fans face a financial barrier that could hinder the league's broader growth. The question is whether a similar trend will unfold in Canadian hockey.

Unlike MLS, hockey holds deep cultural significance in Canada, with a long tradition of broad TV accessibility. The NHL's fragmented broadcast rights, now involving Rogers, Bell, Quebecor and Amazon, mean that fans must navigate multiple platforms. This shift presents a potential pain point—while it may improve production value, it could make the experience more cumbersome and expensive for those unwilling to subscribe to multiple services.

There is also a stronger focus on interests and values beyond the game itself, where sports fans are also consuming content in different ways. Non-live sports content is a new way in. New fans emerge thanks to new ways of consuming sports content (ex. Drive to survive series on Netflix): it’s more accessible, more entertaining, and more personality-driven.

This shift is driven by the wants, needs and preferences of Gen Z – a cohort among which just 23% are sports fans in the US (compared with 42% of Millennials): it will be essential to meet modern fans on the platforms where they are spending time. We can expect fresh story formats to emerge, enabling fans to stay engaged even longer (Source: WARC, Sports marketing trends in 2024).

The "Mass" Appeal of TV is Changing

Traditional TV broadcasting has always offered advertisers unparalleled reach. Still the case today. A single campaign on a national network could capture millions of viewers, including both dedicated fans and casual audiences. This broad exposure was invaluable for advertisers aiming to build widespread brand awareness.

However, as sports shift to streaming platforms, audiences are becoming increasingly segmented. The model is shifting from mass exposure to highly targeted advertising, where brands can tailor their campaigns for specific demographics. While this allows for better precision, it also means a loss of reach—advertisers will no longer be able to connect with the large, casual audiences that TV provided.

How This Affects Advertisers in Canada

For advertisers, this new reality presents both challenges and opportunities. On one hand, streaming services like Amazon and Apple TV provide advanced targeting tools, allowing brands to reach highly engaged and affluent audiences. This could lead to higher conversion rates and more effective campaigns. However, this precision comes at a cost—CPMs (cost per thousand impressions) are likely to rise as advertisers compete for access to niche, premium audiences.

Moreover, the shift away from traditional TV means that casual fans—who once passively watched games and were exposed to ads—may no longer be part of the equation. This could significantly impact brand awareness campaigns that rely on mass exposure. Canadian advertisers will need to rethink their strategies, perhaps by investing more in digital and social media advertising to compensate for the lost TV reach.

The Future of Sports Broadcasting

With Rogers’ NHL deal ending in 2026, competition for broadcasting rights will intensify. Amazon’s entrance into the market signals that tech giants are increasingly willing to challenge traditional networks, potentially driving up costs and further fragmenting access for fans. If more platforms secure exclusive rights, fans will be forced to make difficult decisions about which services to subscribe to.

This shift could make sports broadcasting feel more like a premium, luxury product, catering primarily to those willing to pay for enhanced experiences. Features like behind-the-scenes content, interactive options, and athlete engagement could become standard offerings for streaming platforms, differentiating them from traditional TV.

Conclusion

The evolution of sports broadcasting in Canada reflects a broader transformation in media consumption. While streaming offers improved experiences for dedicated fans, it risks alienating casual viewers, reducing the overall reach of sports. For advertisers, this means adapting to a world where broad exposure is no longer guaranteed. Higher CPMs, more targeted advertising, and shifting audience behaviors will define the new landscape.

As live sports continue migrating to streaming, advertisers and fans alike must navigate an increasingly complex and fragmented world—one where the game may still be the same, but the way it’s watched and marketed is changing dramatically.

Image Source: Amazon Canada