Crave Expands with 10,000 Hours of New Content for Users

Bell Media has unveiled a significant expansion of its streaming service, Crave, introducing over 10,000 hours of new content and enhanced personalization features. The update, which launched today across Canada, aims to deliver an improved user experience without any additional costs to subscribers. Jerrell Jimerson, Bell Media’s Senior Vice President and Head of Product and Experience, emphasized the goal of creating a streamlined platform that encourages viewers to engage with more content rapidly.

The updated Crave blurs the lines between Bell’s television channels and its streaming service. Users can now access a broader array of programming, previously confined to platforms such as CTV and its French-language counterpart, Noovo. The expansion includes an ad-supported catalogue of movies and shows, live events like the Oscars and Emmys, local and national news broadcasts, and select sports events, including FIFA and PGA Tour coverage.

A notable aspect of this update is the introduction of free ad-supported content that can be streamed with a basic Bell account, eliminating the need for a paid Crave subscription. This shift reflects the growing consumer demand for accessible streaming options, particularly as many individuals look to reduce their entertainment expenses. A recent survey by Roku revealed that 85 percent of respondents consume content with in-stream advertisements, indicating a robust market for free ad-supported television (FAST) offerings.

Jimerson stated, “The reality is, giving consumers choice in terms of price point is critical. There are a ton of streaming options out there, and different people have different budgets.” He underscored that flexibility and the availability of quality content on an ad-supported basis are essential. Crave’s new interface will clearly differentiate between premium and ad-supported content, with visual indicators on content tiles for easy recognition.

With the service now boasting over 40,000 total hours of content, including top HBO titles like The Last of Us, The White Lotus, and House of the Dragon, the question of streaming performance arises. Past popular shows have led to service interruptions. Jimerson assured users that significant improvements have been made to Crave’s infrastructure. “There’s been a lot of work to improve all of the systems that enable what Crave is,” he said, dismissing concerns about potential performance issues due to the increased content.

User Experience Enhancements

In addition to the expanded content library, Crave has implemented several upgrades to enhance user experience. The service now prompts users to select at least three titles upon login, allowing its algorithm to generate personalized recommendations. The curated section “Top Picks for You” will refresh every three hours, ensuring that content suggestions remain relevant to users’ viewing habits.

Jimerson noted the algorithm’s ability to adapt based on whether users engage more with ad-supported or premium content, tailoring suggestions accordingly. “If you engage heavily with ad-supported content, the algorithms will show you more on your page,” he explained.

As streaming services increasingly incorporate artificial intelligence, Crave is focusing on personalization rather than content creation. While Jimerson acknowledged the potential for AI in content discovery, he emphasized that current efforts are primarily aimed at enhancing user experience through tailored recommendations.

Standardized sections will also be introduced for all users, such as a new tab for Live TV resembling a traditional cable guide and a “Top 10 in Canada” feature showcasing popular content across the country. A particularly exciting addition is the Feature Row, which will regularly highlight various aspects of the service, including upcoming FAST titles and promotional content.

Additionally, Crave aims to improve its support for multiple languages, particularly French. Jimerson highlighted the intention to deliver a “first-class” experience for French-speaking users through seamless integration of language options, allowing real-time toggling of audio and subtitles without interrupting playback. This feature will also accommodate bilingual users by suggesting content in both languages based on their viewing preferences.

The revamped Crave experience is now available to users across Canada, with subscriptions starting at $11.99/month for the standard ad-supported plan and $22/month for premium access. Notably, annual plans are currently offered at a 40 percent discount until December 1, providing an attractive incentive for new subscribers.