Since its entry into the Canadian market in 2021, U.S.-based sports streaming platform Fubo Sports has seen explosive growth, particularly in Toronto. According to the company, total streaming hours in the city have jumped an astonishing 3,800%, with subscribers increasing by 722% and individual viewer watch time rising by 410%. Soccer has emerged as the dominant sport, followed closely by Major League Baseball (MLB) and mixed martial arts (MMA).
Fubo’s rapid rise can be attributed to its exclusive Canadian broadcasting rights for major international soccer leagues, including the Italian Serie A and the English Premier League. Teams like Manchester United, Manchester City, Liverpool, and Arsenal consistently draw large viewership numbers from Toronto’s diverse and sports-loving population. With over 113 channels, most dedicated to sports, the platform’s wide-ranging content has made it a popular choice for both avid fans and casual viewers alike.
Ben Grad, Fubo’s Senior Vice-President of Strategic Partnerships and head of Canadian operations, describes the platform as “the home of soccer in Canada,” while emphasizing its broader content offering. “We have baseball, hockey, basketball, and a strong lineup of combat sports like boxing and MMA,” he noted.
The Man Behind the Growth
Ben Grad’s path to leading Fubo’s Canadian expansion was built on a career in digital content and strategic planning. A New York native and Princeton graduate, Grad’s journey began in consulting before transitioning into digital entertainment roles at Universal Music, Time Warner, and Verizon Communications. He joined Fubo Sports in 2017 as head of content strategy and acquisition and was pivotal in securing exclusive Serie A and Premier League rights for the Canadian market. That success laid the foundation for Fubo’s Canadian launch.
Grad’s familiarity with the Canadian market, combined with his content strategy expertise, made him the natural choice to lead the company’s northern expansion. Since then, he has brokered deals with Canadian networks like CBC and Corus, as well as sports-centric platforms such as OneSoccer and the MLB Network. Most recently, NBA TV Canada and a regional deal with the Buffalo Sabres have expanded Fubo’s hockey presence in Southern Ontario.
Though Fubo Sports no longer shares specific Canadian subscriber counts, the platform boasts 1.6 million subscribers across North America. Grad confirmed that Ontario accounts for nearly half of Fubo’s Canadian user base.
Tech, Culture, and the Future of Sports Viewing
Fubo’s growing popularity in Toronto reflects not only its content breadth but also its adaptability to the city’s multicultural fabric. For families with roots in soccer-loving nations like Italy or cricket-enthusiastic countries like India, Fubo Sports helps maintain cultural connections through live sports. The recent introduction of a cricket streaming package alongside the IPL season further exemplifies its responsiveness to diverse audience demands.
Additionally, Fubo offers features not found in traditional cable, including 4K HDR streaming, Multiview (to watch four channels simultaneously), and unlimited DVR. These innovations enhance the viewing experience, particularly for younger, tech-savvy audiences and sports bettors who value data-rich broadcasts.
Grad acknowledges that sports betting may play a supporting role in increased engagement, especially with features like alternative feeds for Premier League matches, but insists that Fubo Sports core appeal lies in its exclusive, flexible, and culturally relevant content. As more Canadians cut the cord, Fubo stands out as a next-generation platform redefining how sports are watched across the country.
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