Introduction
Canadian Viewers Face Steep Price Hike as Sportsnet Now Premium Rises by 30% Toronto, Canada – Canadian sports fans are confronting a significant jump in the cost of digital access to major league coverage after Rogers Sports & Media confirmed a substantial price increase for its streaming service, Sportsnet Now (formally marketed as Sportsnet+). The changes, which came into effect in September, represent a strategic move by the broadcaster to offset the rapidly escalating costs of securing exclusive broadcasting rights, particularly for professional hockey. The most notable adjustment is to the flagship Premium annual subscription, which provides access to out-of-market National Hockey League (NHL) games—a crucial offering in a country where regional blackout rules complicate viewing. This package has increased by nearly 30 per cent, rising from approximately $249. 99 CAD to $324. 99 CAD per year. Monthly subscribers to the Premium tier also saw a jump from $34. 99 CAD to $42. 99 CAD.
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The Standard subscription, which includes all Toronto Blue Jays content and in-market NHL broadcasts, also experienced a rise, increasing the annual price from $199. 99 CAD to $249. 99 CAD. The Cost of Content: Rights Deals Drive Digital Price Inflation The price adjustments follow a broader pattern of rising fees across the streaming sector, but industry analysts point directly to Rogers’ immense investment in key sports properties as the primary catalyst. Rogers secured a new long-term, multi-billion-dollar deal for Canadian national NHL broadcast rights, an agreement which is set to significantly increase the company’s costs for maintaining the hockey coverage that serves as the backbone of the Sportsnet+ product. A spokesperson for Sportsnet defended the move, stating in an email that the update "reflects that great value for sports fans looking for the best sports content in the country, while remaining competitively priced with other options in the market. " However, this narrative has been challenged by consumer advocates who note that alternative, non-domestic streaming services for sports often offer content at considerably lower monthly rates, even accounting for the difference in primary content focus. Dr. Michael Naraine, a professor of sport management at Brock University, suggests that while the increase was structurally predictable due, in part, to the massive cost of content acquisition, the execution risked alienating long-time subscribers.
"When you are dealing with a monopoly on certain critical content, like out-of-market NHL games, you have pricing power," Dr. Naraine noted. "But simply raising the price by 30 per cent without providing a clear communication strategy or perceived added value—whether that be a loyalty discount or a significant technological upgrade—is a dangerous game. It signals to consumers that the increase is driven purely by corporate balance sheets, not by a desire to improve the user experience. " Consumer Backlash and Market Fragmentation The announcement of the steep increase prompted immediate and widespread frustration among the Canadian sports audience, much of which was voiced on social media platforms. Fans specifically highlighted the essential nature of the Premium subscription for following their teams, especially those who reside in different broadcast markets than their favourite clubs. One former subscriber, who had previously used the platform primarily for hockey, reported cancelling their service immediately upon receiving the notification. "We are already paying high prices for tickets and merchandise," he commented, "and the one relatively easy access point to the games is now at a price point that is just becoming unjustifiable. " Beyond price, Canadian viewers have long navigated a fragmented sports media environment.
To access a comprehensive package of all NHL, NBA, and key international soccer leagues, consumers must often subscribe to multiple competing services, including Sportsnet+, TSN Direct, and specialized platforms like DAZN, alongside linear television packages. This complexity exacerbates the perception that accessing comprehensive live sports is increasingly expensive and cumbersome for the average fan. Furthermore, customer complaints about stream quality, including issues with lag and video definition, persist across various forums, leading many to question the rationale for the significant cost hike. Outlook on Sports Stream Access The strategic increase in the cost of Sportsnet Now is indicative of the intense financial pressures reshaping the global sports broadcasting industry. As media companies pay record sums for exclusive rights to attract and retain digital viewers, those costs are invariably passed on to the end consumer. The challenge for Rogers Sports & Media now lies in justifying the Premium tier’s price tag to a public increasingly accustomed to value-driven subscription models. While the company holds exclusive rights that act as a powerful anchor for subscriber retention—the indispensable nature of NHL coverage being paramount—analysts suggest that such aggressive pricing risks pushing a segment of the audience toward alternative viewing methods, including password sharing or illicit streaming. The success of the price hike hinges on whether the unique value of the content outweighs consumer frustration over the rising expense and the perceived quality of the streaming delivery platform. For more discussion on the challenges facing Canadian sports streaming consumers, you can watch Why is Sportsnet hiking streaming service by double-digits?.
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