Canadian Media is Heating Up

The bigger story behind Crave’s breakout success

January 13, 2026

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Canadian brands have spent years being told to think bigger and broader to grow. But lately, some of the most interesting success stories are coming from those doing the opposite.

While Heated Rivalry is currently drawing international attention to Canadian media, Crave’s broader Originals approach, rooted in telling distinctly Canadian stories without sanding off what makes them Canadian, is what laid the groundwork for that success.

This week, we’re diving into how that approach is driving real cultural momentum, and what marketers can learn from the way Canadian-rooted storytelling is breaking into the mainstream.

Coming up...

TV App menu showing Crave among the selection

Crave Originals and the Rise of Canadian-Rooted Storytelling

For a long time, the default advice for Canadian brands was simple: go bigger, go broader, go global. But entering 2026, that thinking has started to feel a little outdated. Now, the brands that are leaning into local stories, specific communities, and cultural moments that feel unmistakably Canadian, are the ones we are seeing on top.

For Crave, Canada’s homegrown streaming platform, that shift became clear with the introduction of Crave Originals. The move marked a transition from being primarily a distribution destination to becoming a brand built around distinctly Canadian storytelling. From early national hits like Letterkenny to the international virality of Heated Rivalry, that focus has driven real cultural momentum without sanding down what makes the stories specific.

That strategy has played out in some very real ways, both on and off screen:

  • National hits becoming global conversation starters, with Heated Rivalry drawing international attention to Canadian storytelling

  • Online fandom turning into real-world participation, from in-person watch parties to fan-led petitions and merchandise

  • Stories opening up new cultural conversations, particularly around parts of professional men’s sports that are rarely acknowledged on screen

What’s especially notable is why it worked. Heated Rivalry didn’t resonate simply because it was set in Canadian hockey culture. It landed because the story felt honest, current, and emotionally specific. That clarity gave audiences something real to react to, pushing the series to one of IMDb’s highest-rated television episodes and turning its leads into overnight breakout stars.

The same storytelling approach has extended beyond the screen. Shoresy has evolved into live hockey events across Canada and into the U.S., showing how narrative IP can move from content into community.

For marketers, that’s the real takeaway. When audiences see themselves reflected in a story, they don’t just watch it. They engage, share, and help build culture around it.

Crave’s approach offers a clear example of how Canadian-rooted stories can scale without losing their edge. We explore the strategy behind that growth in the full feature on the Marketing News Canada blog.

Mary Kapusta on stage at SocialNext: Ottawa 2025 - Photo by Mat Higgins-Savidant

Three Smart Reads

Stories shaping the Canadian marketing conversation this week.

1. Why TikTok becoming FIFA’s preferred platform matters for Canadian marketers
With the 2026 World Cup coming to Canada, TikTok has been named FIFA’s first-ever “Preferred Platform.” The move signals how fan engagement, creator content, and brand activations around major cultural moments are evolving, and where marketers should be paying attention now.

2. Canadian Young Lions 2026 registration is now open
After a standout global performance last year, Canada’s Young Lions competition is back for 2026. Registration is officially open, giving emerging marketers and creatives a chance to test their skills on one of the industry’s biggest international stages and potentially fast-track their careers.

3. Can working less actually make Canadian businesses more productive?
Canada’s productivity challenge isn’t new, but this opinion piece argues the solution may not be longer hours. Instead, it explores how rethinking work structures could unlock better outcomes. A timely read for leaders navigating burnout, efficiency, and performance.

Watch & Learn

Upcoming live webinars, interviews and conversations in the SocialNext Marketing Alliance. Every Wednesday at 10 AM Mountain Time / 12 PM Eastern Time.

January 14: Inside the Playbook: How War Room and Vancouver Whitecaps FC Build Fandom Through Paid Media
Great performance marketing doesn’t stop at clicks. Learn how War Room and Vancouver Whitecaps FC use paid media, audience modelling, and creative strategy to turn digital impressions into real fan loyalty.

January 21: The Human Edge: Emotional Intelligence for Marketers in Times of Rapid Change
Marketing is changing fast, but people still matter. Join Laura, Global Marketing Mentor and Strategic Leader, to learn how emotional intelligence helps marketers lead through AI, digital transformation, and constant change.

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Coast-to-Coast Job Opportunities

Not seeing your province or city? Follow us on LinkedIn for job openings across every province and territory in Canada every Friday.

Stay tuned for SocialNext updates coming next week!

Thanks for reading. We’ll keep bringing you the stories, ideas, and context shaping Canadian marketing.

Marketing News Canada

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