Another streaming service is shutting down as Bell Media has confirmed that the dedicated CTV streaming app and service will be phased out later this year. The change, which affects users accessing content through the CTV app on devices such as smart TVs, represents the latest step in the company’s strategy to consolidate its digital offerings under the Crave banner.
Users who open the CTV app on their smart TVs or other devices have recently encountered notifications indicating that the service is shutting down soon. Bell Media is guiding subscribers and free users toward Crave as the primary destination for continued access to popular programming. This includes flagship CTV network shows, along with specialized channels and on-demand libraries that were previously available through the standalone CTV platform.
Content migrating to Crave encompasses a broad range, including movies from CTV Movies, nostalgic programming from CTV Throwbacks, and series from networks such as Much, USA Network, Oxygen, and E!. These additions build on Crave’s existing library, which already features premium originals, HBO content, and other entertainment options.
A key feature of the revamped Crave is the inclusion of both free ad-supported content and paid subscription tiers. Viewers can now access select catalogue offerings, including certain CTV-related material, without a subscription by creating a free Bell Media account. For those seeking ad-free viewing, higher-quality streams, multiple simultaneous devices, or premium add-ons like STARZ, subscription plans remain available starting at accessible price points.
The consolidation effort stems from Bell Media’s broader push to streamline its services in a competitive streaming landscape. By integrating CTV’s free ad-supported streaming television (FAST) elements—such as dedicated movie and throwback channels—into Crave, the company aims to create a single, more powerful hub for Canadian audiences. This move follows earlier announcements from mid-2025, when Bell first outlined plans to subsume CTV and Noovo’s digital services under Crave, culminating in the updated apps launched in November of that year.
For users still relying on the CTV app or website, limited access remains available for a transitional period. Bell Media has provided support resources explaining that CTV content will continue to be accessible through Crave, with instructions on how to migrate viewing habits. The exact full shutdown date for the standalone CTV service has not been publicly detailed beyond indications of a 2026 timeline, but notifications suggest the wind-down is progressing steadily.
This development reflects ongoing industry trends, where media companies increasingly favor unified platforms to boost subscriber numbers, improve ad revenue through free tiers, and simplify user experiences. Crave, already Canada’s largest homegrown streamer with over 4.3 million subscribers as of late 2025, stands to benefit from the influx of former CTV users. The platform’s growth trajectory positions it as a central player in the country’s entertainment ecosystem, competing against international giants while emphasizing local and live content.
As the transition unfolds, Canadian viewers are encouraged to explore Crave to maintain uninterrupted access to their favorite shows and channels. The shift underscores Bell Media’s commitment to evolving its digital strategy amid changing viewer preferences and technological advancements in streaming. With Crave now serving as the go-to destination, the era of separate CTV streaming appears to be drawing to a close, paving the way for a more integrated viewing future.
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