In a strategic move announced ahead of its Upfront presentation, Bell Media has partnered with Disney Entertainment to offer bundled packages in the Canadian market, featuring a combination of Crave, TSN and Disney+.
The new bundle, set to launch later this year, promises to offer significant savings by bundling services and providing access to a broad library of content, including HBO, Max Originals, Crave Originals, Disney, Pixar, Marvel, Star Wars, National Geographic and TSN’s live sports programming.
Subscribers will enjoy popular shows such as HBO’s The Last of Us and The White Lotus, as well as Crave’s Shoresy, Canada’s Drag Race and Disney+’s Moana 2. The bundle will also include upcoming titles like HBO’s A Night of the Seven Kingdoms, Crave’s Project Runway Canada and Disney+ series Marvel’s Ironheart. TSN championships such as NFL, CFL, NBA, FIFA World Cup and F1 will also be available.
“This collaboration with Disney+ marks a significant step in expanding our reach, and offering Canadian consumers greater choice and flexibility in their streaming options,” said Kevin Cluett, SVP of distribution, OOH, direct to consumer and product platforms at Bell Media. “By combining three of the most popular content offerings, we are delivering incredible value, and an unmatched selection of entertainment to subscribers.”
Bundle subscribers can tune the programming on different platforms – depending on the bundle – including Crave.ca, Disneyplus.ca, TSN.ca, Amazon Fire TV, Android TV, Apple TV, Chromecast, Roku, select LG Smart TVs and select Samsung Smart TVs.
New Crave platform
Bell Media has also unveiled a “game-changing evolution” of its Crave streaming service. The company said a revamped Crave platform is set to launch by the end of 2025, providing Canadians with access to the extensive content library of several of its services. All accessible within a single subscription, Crave’s content portfolio will grow by more than 30%.
At launch, the enhanced service will offer viewers HBO, Max Originals and Crave Originals, along with CTV, Noovo content, news and select sporting events. The service will also feature kids’ programming and content from Bell Media’s specialty channels such as USA Network, Oxygen True Crime and Canal Vie. A vast catalogue of movies and shows from CTV Movies and CTV Throwback (previously only available on CTV.ca and Noovo.ca) will be available, as well as CTV News and Corner Gas FAST channels.
The platform will allow users to register for a free account with ad-supported access. Customers who are already subscribed to CTV and Noovo through a TV provider can access the platform after authenticating their accounts. They will continue to enjoy their existing subscribed content, with access to free content.
The new service, Bell says, is set to feature numerous improvements to the user experience and interface, including improved personalization and recommendation features, advertising experience and enhanced Connected TV design.
Matt McGowan, who recently joined Bell Media as SVP of business solutions, tells MiC that the strategy behind the Disney and CTV bundle is to provide a broader range of consumers with access to content in the format and manner that best suits their preferences. He highlighted that Crave’s lower price point and streamlined infrastructure make it an attractive option for younger audiences who consume content on-the-go. And now, with the bundle, the company will also cater to those who prefer traditional TV viewing experiences, such as watching CTV and TSN from the comfort of their own homes.
“Crave comes at a cheaper price point. It comes with significantly less infrastructure. You can download the app on your phone. So if you want an over-the-top streamer like Crave, it’s available, and we can add CTV, TSN, and other content,” he explains.
The recent updates, according to him, are part of a larger plan to simplify advertising on the platform and help advertisers effectively reach their target Canadian audience at the optimal time and on the most suitable platform. “This move represents an evolution in Bell’s operations, aimed at improving the advertising experience,” he adds.
Additional details of the Disney and CTV bundle, including packages, supporting platforms, pricing and launch date will be announced in the coming months.
Partnership with The Trade Desk
Ahead of its Upfront, Bell Media also announced that it has partnered with The Trade Desk, integrating key tools from Bell’s Marketing Platform (BMP) into The Trade Desk’s Kokai platform. The integration gives advertisers easy access to Bell’s valuable first-party data, custom audience-building tools, future advanced measurement and analytics capabilities.
The partnership will soon bring Bell Attribution Insights to The Trade Desk, allowing advertisers to track real-world results, online lift and cross-platform performance. This tool provides actionable analytics on delivery, engagement and audience impact, giving advertisers valuable insights into their campaigns.
Bell Media will support Unified ID 2.0 (UID2), a privacy-focused identity solution developed by The Trade Desk. This tool enables advertisers to target Canadian audiences with precision through Bell’s robust first-party or their own datasets. UID2 will be available across key inventory pieces, including Connected TV, with additional implementations in the future.
“With this integration, we’re making it easier than ever for advertisers to activate Bell’s first-party data where they already buy media,” said McGowan. “It’s a major step forward in delivering smarter, more effective advertising across every screen.”
