Crave (streaming service)

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For the linear television aspect of the service formerly branded as The Movie Network, see Crave (TV network).

Crave
Crave 2018 logo.svg
Type of site
Video on demand
Available inEnglish
French
Founded2014; 7 years ago (2014)
Headquarters
Toronto, Ontario
,
Canada
Area servedCanada
OwnerBell Media
URLwww.crave.ca
Users2.9 million (as of March 31, 2021)[a][1]
LaunchedDecember 11, 2014

Crave (formerly known as CraveTV) is a Canadian subscription video on demand service owned by Bell Media. The service competes directly with other subscription-based over-the-top streaming services operating in Canada, primarily the American-based services Netflix, Disney+, Apple TV+ and Amazon Prime Video.

The service features Bell Media original programming, exclusive Canadian access to programming acquired from several U.S. television and streaming services, and various theatrically-released films. Crave's major programming suppliers include WarnerMedia (HBO / HBO Max and Warner Bros. films) and ViacomCBS (Showtime, Comedy Central, and the Star Trek franchise). Starz, offered in partnership with Lionsgate, is available as an add-on.

Crave is available either as an over-the-top subscription service, or as a video-on-demand package through participating Canadian television service providers. The VOD service is operated jointly with the Crave pay TV network (formerly The Movie Network), but for regulatory purposes it is handled as a separate operation.[2] In January 2020, Crave began to similarly integrate with Bell's French-language pay TV service Super Écran through a co-branded offering.

Service structure[]

The Crave video-on-demand service is registered with the CRTC as a licence-exempt "hybrid" VOD service,[2] allowing its programming to be offered on-demand through cable/IPTV service providers, without an accompanying linear channel, provided that it is also available via the Internet on a direct-to-consumer basis.[3] Regardless of subscription method, programming is available for streaming through Crave's website, mobile apps, video game consoles, smart TVs and other devices; when subscribed to through a TV provider, some or all programming may be also available through that provider's set-top boxes.[4]

Bell's Crave (formerly TMN), Starz (formerly Encore), and Super Écran linear TV channels are offered under separate licences, however upon its relaunch in November 2018, the direct-to-consumer Crave service launched add-on tiers which includes access to the programming and linear streams of the Crave linear service, and eventually Starz and Super Écran. At the same time, subscribers to the former TMN linear service began to receive access to the former CraveTV VOD library at no additional charge, when signed into the Crave streaming platform via TV Everywhere.

Programming on the Crave streaming platform is divided between four packages:

  • Crave – entry-level package including most original programming from Showtime, previously-aired HBO programming, past seasons of selected current HBO and Starz programming, and other Canadian and international programming, much of which is available on Hulu in the U.S. and/or has aired previously on other Bell Media channels. Programming is available in both English and French, though not all programming in one language is available in the other. Direct-to-consumer subscribers must subscribe to this package to be able to purchase add-on subscriptions.
  • Movies + HBO – add-on subscription providing access to the Crave linear TV channels (including the Canadian version of HBO) and on-demand access to their associated programming. This includes most first-run HBO (U.S.) programming and exclusive "first window" subscription streaming rights to recent theatrical films including those distributed by Warner Bros., 20th Century Studios,[b] Universal Pictures, and Sony Pictures (theatrical releases through mid-2019),[5] which are typically added about 8 months after theatrical release. Bell Media has stated there is no difference in the programming available to direct-to-consumer subscribers to Crave with the "Movies + HBO" addon compared to those subscribed to the Crave pay TV service via a traditional TV service provider.[6]
  • Starz – add-on subscription corresponding to the Canadian version of Starz, including most first-run Starz (U.S.) programming, certain first-run Lionsgate films, additional series from Hulu and the Lionsgate library, and older theatrical films from various distributors.
  • Super Écran – add-on subscription corresponding to Bell's French-language pay channel Super Écran, including original series, French-language (dubbed or subtitled) versions of programming from HBO and select acquisitions and theatrical films (with a lineup similar but not exactly the same as the films carried in English by Crave).

Both Starz and Super Écran can also be subscribed to individually through TV service providers. Such subscribers can access programming for their subscribed services through the Crave platform using TV Everywhere authentication, however in these cases they do not necessarily receive access to the base Crave package.

History and distribution[]

At some point following the launch of Netflix in Canada in 2010, several domestic media companies including the media divisions of Bell, Rogers, and Shaw, as well as cinema operator Cineplex, were reportedly in talks to launch a joint-venture Canadian streaming service.[7] However, these talks broke down, and the companies ultimately launched separate initiatives, with Cineplex focusing on its Cineplex Store transactional video-on-demand platform, which launched in 2012, and Rogers and Shaw announcing a jointly-owned streaming service named Shomi in 2014.[7][8][9]

Shortly after the announcement of Shomi, on October 30, 2014, Bell Media revealed its own streaming and video-on-demand service focused on TV series programming, initially referring to it by the code name "Project Latte".[9][10] The final name of CraveTV was revealed a few days before launch that December, as was its monthly price of $4 per month – half the monthly Canadian price of Netflix at the time, or roughly the retail price of a latte (hence the code name).[11]

However, unlike Netflix which was sold directly to consumers via the Internet, CraveTV was only made available on launch as an add-on for subscribers of television service providers owned by Bell Canada (including Bell Satellite TV, Bell Fibe TV, and Bell Aliant), along with Eastlink and Telus.[4] In February 2015, Access Communications, Cable Cable, Nexicom, and the cable TV division of Bell subsidiary Northwestel were added, giving the service wider availability in Saskatchewan and Northern Canada.[12]

Former logo for CraveTV used until November 2018

At the time of launch Bell did not indicate any plans to make CraveTV available on a standalone over-the-top basis, instead stating that CraveTV would "enhance the value of the subscription television ecosystem" and would be "available to every TV provider in Canada".[10] Kevin Crull, president of Bell Media at the time, contended that television content on any streaming service "[would not] exist if you didn't have the traditional TV system. So you really can't sustainably have one without the other."[4] Further, he stated that the service would not "cannibalize" Bell's investment in traditional linear television services.[13] Tying the service to a television service also counters the trend of "cord cutting", in which one drops cable or satellite television in favor of exclusively obtaining television programming over-the-air and through SVOD services.[13]

On July 13, 2015, Bell announced that CraveTV would transition to an over-the-top service available to all users, regardless of provider, in January 2016. That month, the service when sold through TV providers increased in price from $4 to $6 per-month.[14] On January 14, 2016, CraveTV was launched as an over-the-top service, costing $7.99 per-month.[15] Prices were raised again in May 2018, with the direct-to-consumer price increasing to $9.99.[16]

Merger with Bell Media pay services[]

In October 2018, a Rogers Cable service bulletin stated that beginning in November, The Movie Network subscribers would begin to receive CraveTV as part of their service.[17]

On November 1, 2018, Bell announced that CraveTV had merged with The Movie Network, with both services being renamed Crave (and the combined services promoted as "The All-New Crave").[18] Under the service's new structure, TMN linear subscribers additionally receive access to CraveTV's library as part of their service, and Crave's OTT service added a $19.98 "Crave + Movies + HBO" tier that adds access to TMN's film library and programming, including first-run HBO programming. The existing CraveTV service without films or current HBO programming remains available, at its existing $9.99 direct-to-consumer price. Distribution of the basic Crave service through service providers (in some cases at a lower price) also continues, now including additional providers such as Rogers Cable. Bell Media head Randy Lennox cited increasing competition with Netflix as a basis for the decision.[19][20] The following spring, a Canadian version of Starz (newly renamed from TMN Encore) was launched on the platform as a further add-on, with a direct-to-consumer monthly price of $5.99.[21]

On January 21, 2020, Bell announced that Crave would expand into the French-language market on January 28 of that year. The service promoted that it would add roughly 5,000 hours of content in French to the service for all subscribers (including the new original series Pour toujours, plus un jour), and add a French-language premium tier in conjunction with Bell's Super Écran network. Existing Super Écran subscribers are being directed to the Crave apps for future TV Everywhere access to its content, replacing the existing Super Écran Go apps.[22][23][24]

Device support and technical features[]

The Crave streaming platform supports access through most modern Web browsers, as well as apps for iOS/iPadOS, Android and Android TV devices, Apple TV, Samsung Smart TVs produced since 2014, Xbox One, Xbox Series X/S, Amazon Fire TV, Chromecast, Roku, PlayStation 5, and PlayStation 4 (since October 2020).[25] Crave's website does not support access on Linux or Chrome OS operating systems, nor in the Opera browser.[26] However, videos can play on Chrome OS.

TV service providers that offer Crave can also offer streaming access to its library to their subscribers through the provider's own platforms; some of these platforms may support additional devices. For example, VMedia offers a Roku app which includes access to Crave programming for those subscribing through that provider, which was available before Crave's own Roku app was released.

Beginning in August 2021, select content, including recent Warner Bros. films, began to be offered in 4K resolution on compatible devices including Apple TV 4K, Android TV, Fire TV, and Chromecast.[27][28]

Accessibility[]

Crave's website and apps support closed captioning. Although much of Crave's programming on its linear channels now includes described video when accessed through a TV provider set-top box, this is not currently available through the streaming platform, either in on-demand video or in the live streams of its TV channels.[29]

Content agreements[]

As CraveTV, the service was oriented primarily towards television series, carrying over 10,000 hours of programming on-launch; Bell expected the library to double within a year of the service's launch.[4] Among the programs that are exclusive to CraveTV are programs broadcast by other Bell properties (such as The Big Bang Theory, Doctor Who,[30] and Marvel's Agents of S.H.I.E.L.D) and Comedy Central original series.[10][13] Some series have moved off the service or become co-exclusives with other services over time; for example, Agents of S.H.I.E.L.D. later also became available on Disney+.[31]

In October 2014, shortly before launch, Bell announced a deal with HBO to bring the U.S. service's "off-air" programming (i.e. series no longer in production), such as The Sopranos, Sex and the City, The Wire, and various older HBO-produced television films, documentaries, and stand-up comedy specials, to CraveTV.[10][32] At the time of launch, current HBO programming remained exclusive to HBO Canada, a multiplex channel of The Movie Network;[33] it is now included in Crave's premium tier.

On January 29, 2015, Bell announced a similar licensing deal with Showtime, which would see most of its off-air library added to CraveTV as well.[34]

In March 2015, CraveTV announced the acquisition and production of Letterkenny, the service's first original series.[35]

In February 2016, Bell Media announced that it had acquired exclusive rights to the current incarnation of Doctor Who, with CraveTV adding series 9 later that year, series 1 through 8 by the end of the year, and completed series added to the service following the conclusion of their first-run airings on Space (now CTV Sci-Fi Channel). In July 2016, Bell Media announced that it had acquired rights to current and past Star Trek television series for CraveTV and its cable networks (such as Space), including the then-upcoming Star Trek: Discovery.[36] Bell subsequently announced similar deals for subsequent Star Trek series, including Picard, Lower Decks, and Strange New Worlds, despite CBS All Access (now Paramount+), which streams all of the newer Star Trek series in the United States, having launched in Canada.

On October 24, 2016, Bell announced that new and returning Showtime programming would become available on CraveTV day-and-date with their U.S. premiere, beginning with the third-season premiere of The Affair. Previously, they were only added after their seasons concluded on The Movie Network.[37][38]

In June 2017, Bell reached a deal to sell Comedy Gold to Wow Unlimited Media. As part of the sale, Wow agreed to provide content for Bell Media's OTT ventures.[39] In September 2018, CraveTV launched the "Wow! Preschool Playdate" and "Wow! World Kids" collections.[40]

In June 2019, Crave acquired streaming rights to the American and British versions of RuPaul's Drag Race, as part of a partnership with LGBT specialty network OutTV to co-commission a Canadian version of the franchise, Canada's Drag Race. Both outlets will share the Canadian rights to all three series, and premiere new episodes on the same day as their domestic broadcast.[41][42]

On October 30, 2019, Bell announced a further expansion to its agreement with HBO parent WarnerMedia, now covering HBO Max original scripted programs produced by Warner Bros. Television and its subsidiaries, in addition to extending Crave's rights to HBO main channel programming and first-window pay rights to Warner Bros. films. All HBO Max programs covered by the agreement will be available on the Crave streaming platform, though some may also have linear airings on CTV or other Bell channels. This specific agreement did not cover HBO Max programming commissioned from other studios, most animated programs, or other library content which became part of the HBO Max service in the U.S.[43] Crave already held (or later separately acquired) Canadian streaming rights to many, but not all, of the remaining programs, including library rights to South Park, Doctor Who, The Big Bang Theory, and Friends.[44]

Reception[]

In February 2015, the Consumers' Association of Canada and the filed a complaint with the Canadian Radio-television and Telecommunications Commission (CRTC) against both CraveTV and the competing service Shomi, arguing that their exclusivity primarily to those who are subscribers of their respective owners' television services was a form of tied selling that "[discriminates] against customers who wish to only view programming through an Internet service provider of their choice".[45]

On March 12, 2015, the CRTC announced new proposed regulations for video on demand services, creating a new category for "hybrid online video-on-demand" services between unregulated digital services and licensed video on demand services offered by television providers. Licensed VOD services are not allowed to offer "exclusive" content and are also subject to genre protection and Canadian content rules. Hybrid services would not be bound to the aforementioned rules, including the ability to offer "exclusive" content, and can be made accessible through a provider's set-top box, but they must be also offered over-the-top on a standalone basis without a television subscription.[46][47]

The CRTC did not explicitly state whether CraveTV or Shomi would be classified as a "hybrid" VOD service under its proposed regulations, which would have required them to offer their service on a standalone basis; a Bell spokesperson argued that CraveTV would not be subject to the requirements because it is a licensed VOD provider, and its content was not "exclusive" because Bell has offered the service for other providers.[citation needed] Nonetheless, Bell eventually registered CraveTV with the CRTC as a hybrid VOD service, and began to offer it on a standalone basis.[2]

It has been speculated that the closure of Shomi on November 30, 2016 would benefit CraveTV, which had shortly before hit one million subscribers.[48][49][50]

Subscribers[]

In February 2019, parent company BCE said that following the consolidation with TMN, Crave had reached 2.3 million subscriptions across all versions/levels of the service, and had become "profitable".[51] BCE subsequently reported that Crave had 2.9 million subscribers as of March 2021.[1] This includes households – totalling approximately 1.8 million as of August 2020, according to CRTC records released in July 2021 – that receive this access as part of their subscription to the legacy Crave pay TV service.[52] In comparison, main competitor Netflix reported 6.5 million subscriptions in Canada as of the end of September 2019, one of the few times Netflix has released specific data regarding Canada.[53]

Subscribers As of Ref
727,000 June 30, 2015 [54]
Over 1 million September 30, 2016 [55]
1.3 million December 31, 2017 [56]
2.3 million[a] December 31, 2018 [51]
Over 2.7 million June 30, 2019 [57]
2.6 million December 31, 2019 [58]
2.7 million March 31, 2020 [59]
2.8 million June 30, 2020 [59]
Approx. 2.7-2.8 million[c] September 30, 2020 [60]
2.8 million December 31, 2020 [61]
2.9 million March 31, 2021 [1]

See also[]

  • TV Everywhere

Footnotes[]

  1. ^ Jump up to: a b All subscriber counts after November 2018 include subscribers to the Crave linear pay TV channels, who can access the streaming platform at no extra charge (though not all have necessarily done so).
  2. ^ That is, films distributed by Walt Disney Studios Motion Pictures under the former labels of 21st Century Fox (also including Searchlight and Blue Sky), but not Disney's other film labels.
  3. ^ BCE announced a 3% year-over-year increase in Crave subscribers as of September 2020 compared to September 2019, but has not announced a numeric value for either date. Value is approximated as a 3% increase over the range of subscriber counts announced for June and December 2019.

References[]

  1. ^ Jump up to: a b c BCE Inc. (press release) (April 29, 2021). "BCE reports first quarter 2021 results" (PDF). Retrieved April 29, 2021.
  2. ^ Jump up to: a b c "Radio, TV and Cable Broadcasting Services that do and do not need a licence". Canadian Radio-television and Telecommunications Commission. Retrieved November 12, 2018. (search "Crave" under "Name of service")
  3. ^ Canadian Radio-television and Telecommunications Commission (August 6, 2015). "Broadcasting Regulatory Policy CRTC 2015-355 and Broadcasting Order CRTC 2015-356". Retrieved January 12, 2019.
  4. ^ Jump up to: a b c d "Bell Media's Cravetv launches with low-cost subscription". The Globe and Mail. Retrieved December 12, 2014.
  5. ^ Bell Media PR (May 1, 2018). "The Movie Network Expands Exclusive Movie Offering with New and Extended Multi-Year Studio Deals". Retrieved August 11, 2019.
  6. ^ "Crave Help & FAQs". Retrieved May 19, 2019. [Q:] Is the direct-to-consumer Crave product different from what I would get through my television provider? [A:] No, the only difference (aside from the billing company) is that subscribing through a television provider provides viewers with the option to access the service via their television provider's set-top box (where supported) with on demand and linear channels in addition to the Crave app and website. The content offering is the same regardless of the provider or the platform.
  7. ^ Jump up to: a b Dobby, Christine (February 16, 2021). "Are the cuts at Bell Media the beginning of the end for Canadian broadcasting?". Toronto Star. Retrieved February 19, 2021. [...] the Canadian response to Netflix. Initially, all of the country’s major media players — Rogers, Bell, Shaw (which still owned Global TV at the time) and even movie theatre chain Cineplex — were in talks to launch a joint video streaming service. But the talks broke down and the result was a fractured response. Rogers and Shaw launched the joint venture Shomi in 2014 (which they would shutter two years later) while Bell followed a few months later with Crave.
  8. ^ Pollicino, J. (April 23, 2012). "Samsung Canada launches Cineplex Store app, offers paid movies on 'select' Smart devices". Engadget. Retrieved February 19, 2021.
  9. ^ Jump up to: a b "Bell launches Project Latte streaming service with entire HBO catalogue". CBC News. October 30, 2014. Retrieved August 15, 2020.
  10. ^ Jump up to: a b c d "Bell Media to Launch New Streaming Service Devoted Exclusively to Exceptional TV". Bell Media. October 30, 2014. Retrieved November 1, 2014.
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  12. ^ "Bell Media's CraveTV announces four new distributors including in Saskatchewan, Northwest Territories". Financial Post. Retrieved March 4, 2015.
  13. ^ Jump up to: a b c "CraveTV 'not cannibalizing' resources away from traditional TV, says Bell Media president". Financial Post. Retrieved December 12, 2014.
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  22. ^ "Bell's streaming service Crave is about to be bilingual". MobileSyrup. January 21, 2020. Retrieved January 22, 2020.
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  26. ^ "Technical Troubleshooting Tips (device and OS compatibility)". Crave.
  27. ^ Ng, Gary (August 14, 2021). "Bell Launches Crave 4K Streaming Quality on Apple TV 4K [Update]". iPhone in Canada. Retrieved August 20, 2021.
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  34. ^ "Bell Media strikes deal with Showtime to take on Netflix". The Globe and Mail. Retrieved January 30, 2015.
  35. ^ '19-2' star Jared Keeso to helm original scripted comedy for CraveTV. CTV News, March 5, 2015.
  36. ^ "New Star Trek series to premiere on CTV, then air on Space and Z". The Globe and Mail. Retrieved July 24, 2016.
  37. ^ "Showtime Streaming Service Comes to Canada". The Hollywood Reporter. Retrieved March 14, 2018.
  38. ^ "SHOWTIME Programming To Now Premiere on CraveTV, Beginning November 20 with THE AFFAIR". October 24, 2016. Retrieved November 25, 2016.
  39. ^ Reid, Regan (June 8, 2017). "Wow Unlimited to acquire channel from Bell Media". Kidscreen. Brunico Communications. Retrieved June 9, 2017.
  40. ^ "CraveTV adds two new collections filled with content for kids". MobileSyrup. September 10, 2018. Retrieved October 12, 2018.
  41. ^ Ritchie, Kevin (June 27, 2019). "A Canadian version of RuPaul's Drag Race is happening". NOW Magazine. Retrieved July 2, 2019.
  42. ^ "Crave's Drag Race Canada on starting line". C21media. Retrieved July 2, 2019.
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  44. ^ Canadian Press (uncredited staff) (December 1, 2020). "Netflix Canada loses 'Friends' as Crave nabs exclusive streaming rights". CP24. Retrieved February 20, 2021.
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  51. ^ Jump up to: a b Cope, George (February 7, 2019). "BCE Inc. Q4 2018 Results & 2019 Financial Guidance Call (Transcript)" (PDF). Retrieved February 18, 2019. ...Crave, with 2.3 million now linear and direct customers on that service... The consolidated Crave is profitable, because we have obviously combined it with our—we have now combined it with our linear business and OTT business...
  52. ^ "INDIVIDUAL DISCRETIONARY AND ON-DEMAND SERVICES – STATISTICAL AND FINANCIAL SUMMARIES: 2016 - 2020" (PDF). Canadian Radio-television and Telecommunications Commission. Retrieved July 17, 2021.
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  55. ^ "BCE reports third quarter 2016 results". November 3, 2016. Retrieved August 13, 2020. (results for quarter ending September 30, 2016)
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  58. ^ "BCE Q4 2019 Results Presentation" (PDF). February 6, 2020. Retrieved August 13, 2020.
  59. ^ Jump up to: a b "BCE Q2 2020 results presentation" (PDF). August 6, 2020. Retrieved August 7, 2020.
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  61. ^ BCE Inc. (press release) (February 4, 2021). "BCE reports 2020 Q4 and full-year results" (PDF). Retrieved April 29, 2021.

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