Streaming Live Sports in Canada

September 27, 2021



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In 2018, it has become the norm for people to stream the content they want, however they want. That includes movies, television shows, and—most importantly to you—sports. Not only do you want to be able to stream, but you want to watch your favourite sports, in the best quality, on any screen that you happen to have at hand–a television, phone, your tablet… whatever’s closest in that moment.

The media industry is rapidly changing to a model that allows the content to live around the viewer’s schedule, not the other way around. The consumer is in a position of power, and why shouldn’t it be that way? If someone is going to spend their money on a product, they want to use it in whatever way best suits them.

Services like Netflix, Crave, and the Apple Store have people covered for shows and movies, but what’s out there for the sports fan?

5-7 years ago, the options for people to stream sports online were limited in quality, reliability—and well, legality. Today, there is a streaming package to fit most anybody’s need. As you can see in our handy chart below, most major sports have rolled out their own streaming products, available for customers to purchase directly from them. They vary in price and in content, but are an increasingly viable option for those without a traditional TV package.


**Pricing as of September 2021 for Canadian customers. prices shown are in US Dollars.

To start, NHL LIVE™, and NBA League Pass are out-of-market services for a hardcore fan of a single sport. This means a customer gets a high volume of games, but isn’t allowed to watch in-market games (What are in-market games again? Check out the NHL Regional Blackout post for a refresher). If you’re a Winnipeg fan living in Montreal (out-of-market) for example, or you want to watch over 1,000 regular season games and the entire Stanley Cup Playoffs, then a service like NHL LIVE™ makes sense.

SN NOW also allows fans to get access to their in-market games (see: CalgaryEdmontonVancouver and Toronto for more detail), as a well as a host of different sports, all in one subscription.

It’s a place to catch Blue Jays games, while also getting your daily sports shows and analysis.

It’s a place to catch some basketball, baseball, hockey, curling, wrestling, and more. In short, it’s about choice—which is what consumers want in 2018.

SN NOW also allows customers to choose how much hockey they would like to watch, with the introduction of the SN NOW PREMIUM package option.

SN NOW STANDARD allows users to stream over 300 NHL games, which are subject to NHL blackout restrictions, while SN NOW PREMIUM allows a user to stream over 1,000 games blackout-free, plus hundreds of additional games from the Bundesliga, FA Cup, Premiership Rugby, United Rugby Championship, Super League Rugby and more.

All of these services have their audience and base, that’s ultimately why they exist. They offer drastically different content for roughly the same price. To go with the larger trend around changing viewing habits, sports are beginning to catch up to the streaming services for television shows and movies.

The change has been more gradual, but the foundation is now in place. In today’s media world, there’s an abundance of choice for the consumer, SN NOW is simply adding to those choices.