Crave Conquers America: How the Canadian Streamer is Expanding its Global Influence

Crave’s Strategic Partnerships and Expanding Portfolio

Last June, at a major presentation, Crave unveiled exciting collaborations and new series that are set to redefine its portfolio. This includes a partnership with Fremantle to bring back the “Match Game,” to be hosted by Martin Short, and a first-of-its-kind development deal with Elliott Page’s Pageboy Productions for the series “Slo Pitch.” Additionally, the streaming service introduced “Tom Green’s Funny Farm,” a series featuring comedian Tom Green.

Breaking New Ground with ‘Heated Rivalry’

Among Crave’s most ambitious projects is “Heated Rivalry,” a series centered on a love story between hockey players, which has received a six-episode order. This series stands out not only for its unique subject matter—combining sports with a queer narrative—but also for its reception beyond Canada, particularly in the U.S., where it is streamed on HBO Max.

The Unexpected U.S. Success of ‘Heated Rivalry’

Justin Stockman of Bell Media, Crave’s parent company, initially had high hopes for the show, believing its unique angle could spark interest. Despite skepticism about its appeal outside Canada, the show has surpassed expectations, particularly in the U.S., where it has garnered a viewership nearing 11.5 million. This makes it one of the most successful Canadian dramas in history and potentially the #1 acquired series on HBO Max.

Jason Butler from HBO & HBO Max Global Content Planning and Programming highlighted the show’s broad thematic appeal, noting its exploration of love, intimacy, and personal challenges through the lens of its protagonists. The success of “Heated Rivalry” on HBO Max, a platform known for its original productions rather than acquisitions, underscores the show’s exceptional growth and popularity.

Crave’s Market Growth and Future Ambitions

Despite being available only in Canada, where it ranks fourth behind giants like Netflix and Amazon Prime Video, Crave has seen a significant subscriber increase, partly thanks to “Heated Rivalry.” Its success has prompted Crave to acquire a majority stake in Sphere Abacus, ramping up its efforts to distribute original content globally.

The platform aims to leverage Canadian creative talent and showcase more locally resonant content on the global stage. Crave is not just focusing on Canadian audiences but is also keen on creating content that resonates worldwide, demonstrating the universal appeal of well-crafted stories.

Investing in Talent and New Ventures

As part of its growth strategy, Crave is investing heavily in Canadian talent and has entered into several new partnerships, including one with Seth Rogen’s Point Grey. It’s also reuniting with “Heated Rivalry” star Hudson Williams for a new series, “Yaga,” featuring Carrie-Anne Moss. These moves indicate Crave’s commitment to enhancing its production capabilities and delivering high-quality content.

Moreover, the success stories emerging from Crave’s strategic content offerings and international reach are setting the stage for the streamer to take more significant risks and potentially expand its availability beyond Canadian borders.