Rogers Communications is facing backlash from sports fans due to a substantial increase in the pricing for its streaming service, Sportsnet+ Premium. This price hike, which is set to take effect on September 9, signals significant shifts in the affordability of accessing NHL games for Canadian viewers. The annual subscription will rise from $249.99 to $324.99, while the monthly plan will see a jump from $34.99 to $42.99.
The implications of this increase are particularly notable for hockey enthusiasts who typically subscribe only for the duration of the NHL season, which spans approximately nine months. With the new pricing, these fans will pay more on a monthly basis—totaling $386.91—compared to what they previously paid for a full year of access. This drastic hike in costs has raised concerns about the accessibility of sports content in Canada.
In contrast, American viewers have more affordable options available through ESPN+. U.S. subscribers can stream out-of-market NHL games for just US$11.99 per month or US$119.99 per year, considerably lower than the new Sportsnet+ Premium rates. Furthermore, international audiences can utilize NHL.tv, which charges US$14.99 monthly, making the Canadian pricing appear even less favorable.
Michael Naraine, a professor of sport management at Brock University, has weighed in on the situation, expressing that the pricing strategy adopted by Rogers is “incredibly frustrating” from the standpoint of fans. He suggested that Rogers missed an opportunity to foster goodwill with its consumer base by failing to provide explanations for the price increases or by offering discounts to mitigate their impact.
In light of these changes, the consumer sentiment toward Rogers’ handling of the pricing strategy has grown more negative. Sports fans, who often feel a strong connection to their teams and the experience of watching games, may feel alienated by the increased costs associated with accessing their beloved sports content. The lack of clear communication from Rogers further exacerbates these feelings of dissatisfaction.
As the date for the price increase approaches, fans are left contemplating the value of their subscriptions and considering alternative options, whether that means looking towards more affordable streaming services or reassessing their overall engagement with sports content. The fallout from this decision could have lasting effects on Rogers’ relationship with its audience and the future of its sports broadcasting offerings.
