A shift in how Bell Media delivers its programming is changing the way Canadians watch some of their favourite shows. The company has discontinued its CTV streaming app and is moving all of its content over to Crave, its paid platform. For viewers used to streaming for free, the change means a familiar app has simply disappeared.
The timing has frustrated fans of one show in particular. Season eight of Love Island USA has just dropped, but in Canada it can no longer be watched for free. Viewers are given the first five episodes, and after that they have to pay to keep following the series, a structure that effectively pulls the show behind a paywall midway through.
Bell has framed the move as an improvement rather than a restriction. The company says its goal in scrapping the app is to create a more seamless streaming experience, with everything gathered in one place. In its view, consolidating content onto a single platform makes it easier for audiences to find what they are looking for.
Part of the reasoning, the company suggests, is about where people now watch television. The idea is to meet consumers where they are, at a time when people spend more of their time on their phones and are less likely to hold traditional cable subscriptions. The streaming-first approach is meant to reflect those changing habits.
Not everyone is convinced. Fans reacting to the change expressed clear annoyance, with some saying plainly that they do not like it and others calling it ridiculous. For viewers who simply wanted to keep up with the drama, the prospect of paying to continue a series they had started for free landed badly.
Underlying the complaints is a broader fatigue with the streaming landscape. Several viewers pointed out that there are now so many platforms that it is hard to subscribe to every one needed to watch everything they want. Others suspected that a show in high demand was always going to be used to draw in paying customers, summing up the mood with a simple plea to keep their show within reach.