Prime Video eyeing more live sports in Canada with NHL TV rights looming

For a long time, NHL fans in Canada have typically tuned into one of three television channels when checking out games.

With CBC being a staple of the cultural fabric for its Hockey Night in Canada broadcasts since the early 1950s, over the past few decades TSN and Sportsnet have emerged as the two other major networks carrying the majority of English-language broadcasts in the country.

A fourth major player has entered the fold this year, with the Amazon-owned Prime Video Canada sublicensing a two-year deal from Rogers for national Monday night streaming-only broadcasts.

And though Prime Video has a wide library of live sports content in other countries across the globe, the NHL became the first league to join the fold in Canada.

“When you think about what types of content customers like to consume, it doesn’t get much bigger than hockey in Canada,” Prime Video Canada head Mark Shopiro said in an interview with Offside. “We’re happy with how [the NHL broadcasts have] enhanced the value of the Prime membership for Prime customers, and excited for how it’s come to life… I think one of the things that we’re focused on is getting the game right for customers.”

What’s unique about the Prime broadcasts?

Through season one, Prime’s Monday Night Hockey broadcasts look largely similar to what viewers would see and hear on other major networks, but there’s a few noticeable differences outside of a different scorebug and graphics package as well as the fresh commentary team.

The broadcast, which features over 50 camera angles and an enhanced microphone package, offers more screen time than a typical NHL broadcast. With shorter commercial breaks and four minutes more of intermission content, the Prime broadcasts have placed a key focus on expanding original content away from the ice.

“People love the athlete, but it’s the human element that matters,” host Andi Petrillo said. “And I think that we’re doing a really good job with that type of storytelling and I feel that’s the next step in growing the game.”

John Forslund has been the key play-by-play anchor for most of the 26 national broadcasts this year, splitting his time between being the Seattle Kraken’s lead broadcaster and working the occasional game for TNT.

“I think our team has done a remarkable job with it. And I’m doing the same thing I’ve done for a long time. My joy in this package is they allow me to be me. So I really respect that,” Forslund added.

Another storytelling device the Prime team has used is the Faceoff: Inside the NHL docuseries, which followed a few of the league’s biggest stars during the 2023-24 season and playoffs. A second season is on the way and slated for a fall release, with both clips from the show and unseen footage implemented into broadcasts throughout the year.

“It’s unscripted content. You can’t predict what’s going to happen. You can’t write what’s going to happen. When you create content like that, you’re going to get moments of raw emotion, or different lenses and looks into players’ lives, both on and off the ice, and what goes into being a professional athlete in the National Hockey League,” Shopiro added.

What’s next for the NHL rights on Prime?

With Rogers and Sportsnet’s hold on the national NHL rights with its 12-year deal expiring after next season, there’s a bit of an uncertain future for what hockey broadcasts will look like in the coming seasons in Canada.

Shopiro didn’t divulge much on Prime Video’s future plans past their two year-deal, but hinted that more live sports could be on the way for the service, with a global deal already in place for select NBA games beginning next year.

“We were really excited to bring hockey into the offering. We do believe strongly in live sports, and it’s constantly something that we’re thinking about and evaluating for how we can bring more value to Prime,” Shopiro said. “We’ve been happy with how the product [of Monday Night Hockey] has progressed, and learned things along the way that we think about helped improve the broadcast.”

Given Prime’s strong reviews through their first full season in the NHL scene, don’t be surprised if they remain a major player in Canadian hockey — and potentially other sports — broadcasts in the coming years.

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