Sportsnet has been criticized for failing to adequately communicate with fans ahead of a significant price increase to its premium streaming service, according to a Canadian sports management expert.
The Rogers-owned broadcaster is raising the cost of its Sportsnet+ Premium service from Sept. 9, with the annual subscription increasing to C$324.99 from C$249.99, while the monthly price will rise to C$42.99 from C$34.99.
The changes will disproportionately affect hockey fans who subscribe only for the NHL season. Those paying monthly over the league’s nine-month schedule would spend about C$386.91, more than the cost of a full annual subscription under the previous pricing.
By comparison, U.S. viewers can stream out-of-market NHL games through ESPN+ for US$11.99 a month or US$119.99 a year, while international fans can access NHL.tv for US$14.99 per month.
Michael Naraine, a professor of sport management at Brock University, said the increase was “incredibly frustrating” from a fan’s perspective. He added that Sportsnet missed an opportunity to better explain the rationale behind the higher prices or to offer loyalty discounts to long-time subscribers.
“They could have shown some appreciation to their consumers,” Naraine said, pointing to discounted pricing or clearer messaging as alternatives.
Sportsnet defended the increase in a statement issued on Monday, saying the updated pricing reflects the value of its offerings.
“This update reflects that great value for sports fans looking for the best sports content in the country, while remaining competitively priced with other options in the market,” the broadcaster said.
Prices for other Sportsnet subscription packages are also rising, though by smaller margins. The standard plan, which includes all Toronto Blue Jays games as well as national and in-market NHL coverage, will increase to C$249 annually from C$199.99, while the monthly fee will rise to C$29.99 from C$24.99.
