Willow TV Expands Free Cricket Streaming Service

Willow TV is aiming to capture the interest of viewers by offering free access to top-level cricket, hoping it will spark a desire for more. While its pay-TV channel, available on Rogers, Telus, and Bell in Canada, will continue unchanged, Willow has introduced “Willow Sports”—a free streaming service accessible on platforms like Distro, Plex, Karostream, and YuppTV.

Willow COO Todd Myers described the service as a chance for fans to watch premier cricket matches without charge, highlighting that it already aired games from the ICC Women’s T20 World Cup and a recent men’s tri-series featuring Canada, Oman, and Nepal. Future broadcasts will include select Indian Premier League games as well.

Branding itself as North America’s cricket hub, Willow claims to reach over five million South Asians across the U.S. and Canada. Myers noted that since its Canadian launch in May 2019, cricket viewership has expanded, driven by increased immigration and growing awareness of the sport's appeal.

The COO emphasised the rising cricket fanbase, observing that while they haven't yet reached hockey’s popularity level in Canada, they’re steadily gaining momentum. He shared that Willow’s 24-hour streaming service aims to broadcast approximately 2,000 live hours annually—about 25% of the year's total hours. This will include some live matches from the 2027 ICC Cricket World Cup, along with milestone performances in taped segments.

Owned by Times Internet, a global technology company headquartered in India, Willow TV continues its mission to make cricket more accessible to North American audiences.