How Crave Originals Are Turning Local Stories Into Cultural Momentum
In a streaming market dominated by global platforms with massive budgets, Crave took a different path to growth.
Rather than trying to outspend or outscale Netflix and Disney+, the Bell Media–owned streaming service focused on something far more defensible: Canadian-core storytelling. From early cult hits like Letterkenny to cultural phenomena like Shoresy, Canada’s Drag Race, Little Bird, and most recently Heated Rivalry, Crave has built a brand rooted in local stories and watched that specificity translate into national buzz, Canada–U.S. crossover appeal, and real-world cultural moments.
For Canadian marketers, Crave’s evolution offers a compelling case study in how intentional content strategy, inclusivity, and distribution choices can drive scale without sacrificing identity.
Where Crave Started: A Licensed Content Window
When Crave launched, originally as CraveTV, its early value proposition was anchored in premium licensed programming, most notably its long-standing HBO relationship. That content gave Crave credibility and helped establish it as a serious streaming player in Canada.
But licensing alone does not build a brand.
Crave’s real inflection point came when it began investing in original Canadian content, not as filler, but as a strategic growth lever. Rather than positioning originals as a nice-to-have, Crave treated them as brand-defining assets.
Canadian-Core Storytelling as a Growth Strategy
Early Crave originals like Letterkenny proved a powerful point. Hyper-specific, unapologetically Canadian storytelling could build passionate audiences without being diluted for mass appeal.
Letterkenny did not neutralize its regional humour or references. It leaned fully into them. That decision paid off with cult fandom, viral quotes, meme culture, and organic online discovery that eventually carried the series beyond Canada.
The lesson Crave internalized early was simple. You do not need to start broad if you start authentic. That same philosophy has guided Crave’s Originals strategy ever since.
Cultural Anchors That Double as Marketing
Crave’s Originals are not random. They are anchored in distinct Canadian cultural touchpoints that act as built-in marketing accelerants.
Hockey through Shoresy and Heated Rivalry
Canadian humour and vernacular through Letterkenny
Queer culture and Canadian talent through Canada’s Drag Race
Indigenous identity and lived experience through Little Bird and Don’t Even
These series do not just exist on the platform. They show up in social feeds, in headlines, in community spaces, and increasingly in real-world experiences.
From a marketing perspective, Crave has effectively turned content into brand storytelling, where each original reinforces what the platform stands for.
Inclusivity, Risk, and the Payoff
Crave’s more recent Originals reflect a growing willingness to take creative and cultural risks and to trust audiences to engage with stories that feel real, current, and sometimes uncomfortable.
A standout example is Little Bird, a critically acclaimed, Indigenous-led drama exploring identity, family, and the lasting impacts of the Sixties Scoop. The series, paired with a companion documentary, signals that Crave’s commitment to Canadian storytelling includes making space for Indigenous voices, not as side projects, but as centre-stage narratives.
Similarly, Heated Rivalry demonstrates how inclusive, genre-driven storytelling can become a cultural catalyst.
Heated Rivalry: When Content Becomes Culture
What makes Heated Rivalry notable is not just viewership. It is how audiences are activating around it.
Since its release, the series has sparked:
A grassroots petition calling for the Team Canada fleece worn in the show to become official merchandise for the 2026 Olympics, after Team Canada acknowledged that the pitch had been made on threads
Community-led watch and rewatch parties, including events hosted by a local Montreal bookstore tied to the fictional team’s home city
Online fandom, memes, and conversation that extend far beyond the episodes themselves
These moments were not engineered by a media plan. They emerged organically, a sign that audiences felt emotionally invested.
For marketers, the takeaway is clear.
When people see themselves reflected in stories, they do not just consume. They participate.
From Screen to Streets: Shoresy Goes Live
Crave’s ability to translate Originals into cultural momentum extends beyond one series.
Shoresy, the hockey-centric spinoff rooted in one of Canada’s most defining cultural symbols, has moved off the screen entirely. The cast is touring across Canada to play live hockey games against NHL alumni teams, turning a fictional team into a real-world event, loving called the Shoresy Classic.
What began as scripted entertainment has become:
A ticketed live experience
A community gathering
A form of experiential marketing driven entirely by narrative IP
It is a rare example of how storytelling can evolve into participatory culture and how a streaming brand can live beyond its app.
Scaling Without Leaving Canada
Despite the growing cultural reach of its Originals, Crave remains a Canada-only streaming service, and that focus is intentional.
Rather than chasing global expansion, Crave has prioritized domestic scale and discoverability, including making its premium tier available through Prime Video Channels in Canada. This allows Prime members to subscribe directly within a platform they already use.
From a growth and marketing perspective, this approach:
Reduces friction for new subscribers
Increases discoverability without diluting brand identity
Treats distribution as a strategic lever rather than just a product decision
Crave’s approach reinforces a key lesson for Canadian brands.
You do not need to be everywhere to grow. You need to be easy to find where your audience already is.
From Platform to Cultural Player
Over time, Crave has evolved from a content destination into a cultural participant, one that understands how Canadian stories travel online, spark fandom, and show up in the real world.
Crave did not chase virality directly. It focused on:
Cultural specificity
Inclusive storytelling
Intentional marketing moments tied to Originals
Virality followed.
That is how Crave moved from being an HBO window to becoming Canadian-core made mainstream.
What Canadian Marketers Can Learn From Crave
Crave’s growth offers clear lessons:
Cultural specificity can scale
Content can be your strongest marketing channel
Inclusivity builds brand equity, not just goodwill
Community engagement beats impressions
Distribution partnerships can unlock growth without global expansion
What’s Next
As the streaming market continues to fragment and competition intensifies, Crave’s challenge will be sustaining momentum while continuing to take smart creative risks.
If its trajectory so far is any indication, the strategy will remain consistent. Lead with Canadian stories, market them intentionally, and let culture do the work.
For Canadian marketers, Crave is not just a streaming service. It is a living case study in how Canadian-core storytelling can scale into cultural impact.
