Streaming Giant Unveils New Canadian Originals, Live Sports Programming and Advertising Innovations
Amazon used its second annual Canadian Upfront presentation in Toronto to showcase an expanded slate of Prime Video originals, live sports programming and advertising technology initiatives aimed at strengthening its presence in Canada’s competitive streaming market.
The event, held at Rebel in Toronto, featured appearances from Canadian entertainment personalities, athletes and creators as the company introduced a mix of scripted and unscripted productions, French-language originals and international franchise content.
“Amazon took the stage today at its second annual Upfront in Canada, held at Rebel in Toronto, revealing a dynamic Prime Video slate of new and returning Canadian original series, films, and live sports, paired with new ad innovations designed to help brands connect with customers at scale,” the company said in a media statement.
The presentation highlighted Amazon’s ongoing investment in Canadian productions while reinforcing its strategy of combining entertainment content with live sports and advertising opportunities for brands seeking larger streaming audiences.
Canadian Originals Take Centre Stage
Among the newly announced projects was Hometown Giants, a hockey-focused series featuring Canadian singer Michael Bublé and television personality Drew Scott. The pair appeared on stage during the event to promote the production, which adds to Prime Video’s growing catalogue of Canadian sports and lifestyle programming.
Amazon also introduced Surrender (working title), an outdoor adventure competition series hosted and executive produced by Scott McGillivray. The series is expected to target audiences interested in reality competition formats and outdoor entertainment.
Another major reveal was Young Farts Trailer Parts, previously titled Trailer Trash. The unscripted comedy is executive produced by filmmaker Jacob Tierney and stars brothers Jagger and Dawson Glowatsky.
“At the presentation, Prime Video introduced new and returning Canadian titles with appearances from talent including Michael Bublé and Drew Scott for new hockey series Hometown Giants; Scott McGillivray, host and executive producer of outdoor adventure competition Surrender (working title); and a sneak peek of unscripted comedy Young Farts Trailer Parts (formerly titled Trailer Trash), executive produced by Jacob Tierney and starring brothers Jagger and Dawson Glowatsky,” Amazon stated.
Expansion of French-Canadian Programming
French-language content was also a major focus during the Upfront event, reflecting Prime Video’s efforts to deepen engagement with Quebec and francophone audiences.
Amazon confirmed the renewal of the comedy series LOL: qui rira le dernier? for a fifth season, along with plans for a Halloween-themed special edition. The company also announced a new reality series, Complètement dans le champ (Heels in the Hay), and a true crime documentary titled Opération déception (Operation Deception).
“A slew of French-Canadian Prime originals were also announced, including the renewal of hit comedy LOL: qui rira le dernier? for Season 5 plus an all-new LOL: qui rira le dernier? Halloween special, new reality series Complètement dans le champ (Heels in the Hay), and true crime documentary Opération déception (Operation Deception),” the statement said.
The expansion of French-language programming reflects increased competition among streaming services for regional audiences and locally produced content across Canada.
Sports and Global Franchises Support Audience Growth
In addition to Canadian originals, Amazon used the event to spotlight major international titles and live sports offerings that form a key part of Prime Video’s broader subscriber growth strategy.
The company brought actor Charlie Vickers to the stage to promote the returning fantasy series The Lord of the Rings: The Rings of Power, one of Prime Video’s flagship global productions.
Sports content also featured prominently, particularly with the arrival of NBA programming on Prime Video in Canada. Broadcaster Taylor Rooks appeared alongside NBA champion and analyst Kyle Lowry to discuss the platform’s basketball coverage and upcoming programming plans.
“Blockbuster global titles like the returning The Lord of the Rings: The Rings of Power brought star Charlie Vickers to the stage, while the arrival of NBA on Prime Video in Canada saw host Taylor Rooks joined by NBA on Prime analyst and NBA Champion Kyle Lowry,” Amazon said.
The inclusion of live sports aligns with a broader industry trend as streaming platforms increasingly compete for premium sports rights to attract subscribers and advertising revenue.
Creator Economy and Advertising Strategy
The Upfront event also featured an appearance from Twitch creator Nemo, underscoring Amazon’s efforts to connect streaming entertainment with gaming and creator-focused audiences through its broader digital ecosystem.
Advertising remained a central theme throughout the presentation, with Amazon positioning Prime Video as a platform capable of delivering large-scale audience reach while integrating new ad technologies for brands.
The company said its latest advertising innovations are designed to help marketers connect with consumers more effectively through Prime Video’s growing mix of entertainment, sports and live programming.
As streaming competition intensifies in Canada, Amazon’s expanded investment in local originals, live sports and advertising infrastructure signals the company’s intent to strengthen Prime Video’s long-term market position while appealing to both audiences and advertisers.