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The latest bombshell to enter the villa isn’t in Fiji. It’s in Canada.
Season 8 of Love Island USA premiered this week, back with a fresh cast of singles set to bring the heat and the drama fans love. But Canadians hoping to watch for free are out of luck.
Viewers can no longer stream the series free on CTV platforms. Instead, they’ll need a Crave subscription.
That’s because Bell Media has discontinued its CTV streaming app, moving all its content to Crave, its subscription streaming service.
The show is the latest victim of the streaming paywall, leaving fans wondering if a summer of text messages and re-couplings is worth the extra cash.
“Is CTV really not giving us free episodes this year???” one user wrote on TikTok.
“how are my canadian baddies watching love island tn bc i refuse to pay for crave,” one wrote on X.
“Where am I supposed to watch love island for free???” wrote another.
Bell Media said in a news release that the move is intended to “[create] a more seamless, high-quality streaming experience in one destination.”
But for loyal viewers who aren’t Bell or Crave subscribers, the change means another monthly expense. Subscriptions start around $12/month for a standard plan with ads.
Media analyst Wade Payson-Denney says it’s not a huge surprise to see another established broadcaster move in this direction.
“You have to meet consumers where they are,” he said.
“People are on their phones more, they’re less likely to watch broadcast TV. So in a way it does make sense to migrate more of that content to streaming only.”
He points to sports as an example, with many streamers now striking deals with major leagues to offer games exclusively on their apps, requiring a subscription to watch, Prime’s Monday Night Hockey being one example.
‘A certain kind of FOMO’
The move is likely about capitalizing on younger audiences, freelance entertainment reporter Saleah Blancaflor says, but there’s “a bit of a disconnect.”
“Gen Z, they do feel streaming fatigue and that there’s this overwhelming amount of streaming options out there, and it’s getting more expensive,” Blancaflor said.
Still, she says viewers will likely tune in in big numbers.
She points to “a certain kind of FOMO,” or fear of missing out, that fans might feel, especially with a show that’s so constant and fast moving. (It airs six episodes a week.)
“People don’t want to miss the storylines … or what their favourite contestants are doing, so they’re going to tune into it in any way that they can to be a part of the conversation.”
