Bell Media rolls out 16 CTV apps for 2026 World Cup

The broad scale of the rollout signal's Bell Media's transition from legacy broadcast models toward a unified digital sports ecosystem. By embedding high-engagement features like social-style vertical highlights and DVR controls, Bell is competing for the shrinking attention spans of younger demographics who prioritize on-demand convenience. This strategy also maximizes high-value ad inventory around live premium sports, particularly as the World Cup serves as a massive stress test for the new infrastructure. Look for quarterly data on TSN and RDS direct-to-consumer subscriber churn immediately following the July 19 tournament final to judge if these 'permanent' upgrades successfully converted tournament-only viewers into long-term subscribers.

The large-scale app rollout follows BCE Inc.’s May 2026 report showing that sports direct-to-consumer streaming subscribers grew by 21% year-over-year. This digital trajectory is critical for the broadcaster, as its parent company noted that digital revenue now accounts for 46% of total revenue. To capitalize on this shift, Bell Media entered into a strategic agreement with TELUS in May 2026 to expand its CTV live advertising capabilities into Western Canada, enabling national scale for programmatic and addressable ad inventory across TSN and RDS.

Competitive pressure in the streaming landscape remains high as rival networks also modernize for the 104-match tournament. Per Fox Corporation (January 2026), its FOX One platform is delivering matches in 4K with a customizable Multiview feature for US audiences. Additionally, FIFA and DAZN announced a partnership in late 2025 to relaunch FIFA+ as a central global hub, reliefing local broadcasters of some technical burdens while potentially siphoning away engagement with direct-to-consumer stats and interactive FanZones.

Bell Media's focus on mobile and vertical video aligns with broader trends in Canadian sports media. Per iGaming Business (April 2022), Bell-owned TSN previously secured a multi-year deal with FanDuel to integrate mobile sportsbook odds and same-game parlay features. This early integration of betting and digital highlights suggests the 16 new apps are positioned as a foundation for future interactive monetization beyond simple video delivery.