The TV channel owner, Discovery, rolled out its D2C streaming service, discovery+, across Canada last month, offering subscribers access to 200 exclusive, original series and more than 60,000 episodes of shows from its networks (such as HGTV, TLC and Travel Channel). Additionally, discovery+ subscribers will receive the largest streaming collection of natural history content from the BBC.
discovery+ has traditionally specialised in platforming factual content, and hosts shows across a range of genres, including true crime, food and nature. Catering to Canada’s substantial French-speaking population, over a 1,000 of Discovery’s most popular series will be available with French subtitles. This latest rollout comes on the back of Discovery’s announced merger with Warner Media, expected to conclude in mid-2022.
Discovery will introduce the Canadian market to discovery+ thanks to an integrated marketing partnership with Corus Entertainment, continuing its longstanding relationship with the company. Corus is the Canadian mass media and entertainment conglomerate, which owns an expansive range of media assets in the country (including a television network of 15 terrestrial channels, 39 radio stations and other digital and social platform) Corus has previously teamed up with Discovery to produce and distribute children’s content across Canada, as well as internationally. Corus media assets including linear channels, radio, digital, and social platforms will be harnessed.
Doug Murphy, President and CEO at Corus Entertainment says, “As the country’s leader in lifestyle content, Corus’ extensive suite of media assets provide broad scale and reach to audiences seeking to experience Discovery’s deep library of world class content wherever they are. With our expertise in driving discoverability and brand recognition, we look forward to supporting the growth of discovery+ in Canada.”
Discovery is launching with a roster of partnerships geared towards facilitating ad sales. In September 2020, it partnered with the Supply Side Platform (SSP) Magnite, and had also previously partnered with the omnichannel Demand Side Platform (DSP) MediaMath, to enhance its programmatic advertising capabilities. Lauri Baker, SVP Sales, TV Everywhere, Discovery commented: “Leveraging partners like MediaMath will help us pioneer efficient, effective and transparent transactions of our premium video, making it easier for our advertisers to measure and scale their campaigns.” Discovery also has an agreement with Comcast-owned TV software and ad decisioning platform provider, FreeWheel, to improve targeted advertising for media buyers.
Discovery says the discovery+ streaming service will offer “incremental scale and reach, along with lighter ad loads and data-driven cross-platform capabilities, creating a more powerful and impactful experience for both consumers and advertisers.”
Discovery+ in Canada is priced at Can$4.99 per month, with an ad free version of the service costing Can$6.99. It is available on the following devices and platforms:
-Amazon Fire TV streaming devices and Fire TV Smart TVs
-iPhone, iPad, iPod touch, Apple TV HD & Apple TV 4K
-Google devices and platforms including Android phones and tablets, Google TV and other Android TV OS devices, and Google Chromecast and Chromecast built-in devices
-Microsoft Store on Xbox One and Xbox Series X/S devices
– The Roku platform
– Samsung Smart TVs (2017 and newer)
“We are thrilled to launch discovery+ in Canada, a country of devoted Discovery fans and home to many of the most beloved stars in our family,” says JB Perrette, President and CEO of Discovery Streaming and International. “We know it will resonate with our loyal audience in Canada, as we continue to roll the service out to a number of key markets around the world throughout the rest of 2021.”