Shaw Direct
Shaw Direct is a Canadian residential satellite TV provider delivering 350+ HD channels, PVR, pay-per-view, on-demand, and seasonal sports (NFL, NHL) via the Anik G1 satellite to households across Canada, including rural and remote areas where cable is unavailable.
- Company typePrivate
- Founded1996
- HeadquartersCalgary, Canada
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Shaw Direct does
Shaw Direct is a Canadian direct-to-consumer satellite television provider, legally operating as Shaw Satellite Services Inc. (headquartered in Calgary, Alberta) and serving residential customers across all Canadian provinces and territories. Founded in 1996, the company delivers its service via the Anik G1 satellite to roughly 251-500 employees, using HEVC-capable set-top boxes (Advanced HDPVR 830 and Essential HD Receiver) that support MPEG-4 encoding, WiFi connectivity, and up to 750 hours of recording capacity. Its HD Guide offers interactive search, 8 user profiles, Smart PVR features, MiniTune and MiniPlay previews, and integrates with the Rogers Xfinity Stream App for mobile and Fire TV streaming.
The company monetizes through a layered subscription model: monthly programming packages spanning basic to premium tiers with optional theme packs, premium channels, and CRTC-mandated Pick and Pay individual channels; recurring equipment rental fees ($12.99/mo HD PVR, $5.99/mo HD Receiver, $5.99/mo multi-receiver fee, $2.49/mo single-receiver warranty fee); annual seasonal sports packages (NFL Sunday Ticket and NHL Centre Ice, each available as full or half-season prepaid or installment); pay-per-view events; and Video On Demand. Accessories and installation kits ($49.99-$99.99) generate transactional revenue, and a Winegard partnership extends the offering into the RV mobile satellite segment via authorized dealers.
Shaw Direct's commercial reach is geographically constrained to Canada, with Quebec promotional restrictions and a particular stronghold in rural, remote, and seasonal-property markets that lack terrestrial cable alternatives. It is wholly owned by Rogers Communications following Rogers' 2023 acquisition of Shaw Communications, and operates under the 'Rogers Together with Shaw' joint brand while retaining its own DTH customer base, distribution channels (shawdirect.ca, phone sales at 1-888-554-7827, retail stores, RV dealer network), and self-service portal (My Shaw Direct).
Shaw Direct firmographics
Firmographics- Name
- Shaw Direct
- Legal name
- Shaw Satellite Services Inc.
- Website
- https://shawdirect.ca
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Shaw Direct is a Canadian residential satellite TV provider delivering 350+ HD channels, PVR, pay-per-view, on-demand, and seasonal sports (NFL, NHL) via the Anik G1 satellite to households across Canada, including rural and remote areas where cable is unavailable.
- Ownership category
- akta.pro rank
Shaw Direct industry classification
Industry- Product category
- Satellite Television Services
- NAICS
- Satellite Telecommunications (517410)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- Pay-TV Value-Added Services (DVR, VOD, TV Everywhere, Apps) (MPABAGAG)
- akta.pro secondary industries
- Pay-TV / Premium Window Distribution (MPADAJAH), Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)
Keywords
Where Shaw Direct is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Shaw Direct business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Satellite TV Subscription Services: Monthly recurring subscription fees for TV programming packages ranging from basic to premium tiers. Customers can customize their channel lineup with theme packs, premium channels, and individual Pick and Pay channels.
- Equipment Rental: Rental fees for set-top boxes including HD PVR at $12.99/month and HD Receiver at $5.99/month. Multi-Receiver Fee of $5.99/month for customers with 2+ receivers.
- Pay-Per-View Events: One-time charges for movies and live events ordered through set-top box, phone hotline, or customer advisor. PPV ordering through set-top box or automated hotline incurs no additional fee.
- Video On Demand: On-demand movies and shows, with much of the content available free with subscription to affiliated channels. Additional charges may apply for premium VOD titles.
- Premium Sports Packages: Additional subscription fees for specialty sports packages including NFL Sunday Ticket, NHL Centre Ice, and other premium sports channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Satellite TV Programming Packages |
| Subscription | Multi-year contract | NFL Sunday Ticket Full Season |
| Subscription | Multi-year contract | NFL Sunday Ticket Half Season |
| Subscription | Multi-year contract | NHL Centre Ice Early Bird |
| Subscription | Multi-year contract | NHL Centre Ice Regular Season |
| Subscription | Multi-year contract | NHL Centre Ice Half Season |
| Unit Pricing | Monthly | HDPVR 830 Equipment Rental |
| Unit Pricing | Monthly | Essential HD Receiver Rental |
| Subscription | Monthly | Multi-Receiver Fee |
| Subscription | Monthly | Single Receiver Fee |
| Unit Pricing | Pay-as-you-go | Accessories |
| Subscription | Monthly | Adult Programming - All 5 Channels |
| Subscription | Monthly | Adult Programming - 3 Channels with Playboy |
| Subscription | Monthly | Adult Programming - 2 Channels |
| Subscription | Monthly | Global Sports Pack |
| Subscription | Monthly | Sportsnet World |
| Subscription | Monthly | RDS Info |
| Subscription | Monthly | Seasonal Break Service |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Shaw Direct product offering
Product offeringCore offering
Shaw Direct provides subscription-based digital satellite television services to residential customers across Canada, delivered via the Anik G1 satellite using HEVC-compatible receivers. The core offering includes over 350 HD channels, pay-per-view events, video on demand, premium sports packages (NFL Sunday Ticket, NHL Centre Ice), and PVR recording capabilities, with mobile streaming via the Rogers Xfinity Stream App and support for remote/rural areas where cable is unavailable.
Product overview
Shaw Direct is a Canadian satellite TV provider offering a unified entertainment platform centered on satellite television delivery. The core product consists of the Shaw Direct Satellite TV service (350+ HD channels, PPV, On Demand) delivered via the Anik G1 satellite, supported by two primary hardware receivers: the Essential HD Receiver (entry-level) and the Advanced HDPVR 830 (with recording, WiFi, and 8-user profile capabilities). The HD Guide software powers the interactive on-screen experience with search, parental controls, and Smart PVR features. Premium content add-ons include NFL Sunday Ticket and NHL Centre Ice seasonal sports packages, plus the Global Sports Pack with international sports channels. The Rogers Xfinity Stream App extends viewing to mobile devices and Fire TV. Customers manage accounts through the My Shaw Direct self-service portal. Accessories include mobile satellite systems (Trav'ler, ExplorerSC2000), installation equipment, multiswitches, and replacement remotes.
Differentiator
Problem solved
Functional benefit
Brands
- Rogers Xfinity Stream App: Mobile streaming application allowing Shaw Direct customers to watch TV on-the-go, cast to big screens, and stream on Amazon Fire TV devices.
Products and services
- Shaw Direct Satellite TV Canadian satellite TV service offering over 350 HD channels, Pay Per View, Video On Demand, and streaming via the Rogers Xfinity Stream App, delivered via the Anik G1 satellite with HEVC-compatible receivers for residential customers across Canada.
- Advanced HDPVR 830
Quantifiable outcome
- Over 750 hours of recording capacity on HDPVR 830
- +3 more outcomes
Companies that use Shaw Direct
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Shaw Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Shaw Direct partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Rogers CommunicationscoreShaw Direct is now part of Rogers following the acquisition of Shaw Communications by Rogers. Existing Shaw Direct customers can sign up for residential services, get support, or manage their account through Rogers. The Rogers Xfinity Stream App is now offered to Shaw Direct TV subscribers.
- Rogers BankminorRogers Bank offers a credit card with 3% cash back value when redeemed with Rogers or Shaw. Exclusive offer for Rogers or Shaw customers.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Shaw Direct competitors and assessment
Company assessmentEmerging players
- SiriusXM Canada: SiriusXM is a satellite-based subscription entertainment service, providing audio content via satellite. While the medium is radio rather than video, the satellite subscription business model and Canadian footprint are directly comparable to Shaw Direct.
Broad incumbents
- DirecTV: DirecTV is the leading US satellite TV provider (now under TPG/AT&T ownership). It is comparable to Shaw Direct in technology stack (DTH satellite), business model (subscription + equipment rental), and content packaging including NFL Sunday Ticket (US rights).
- Dish Network (now EchoStar): Dish Network is a major US satellite TV provider and direct technology analog to Shaw Direct, competing on subscription TV packages, PVR hardware, and premium sports offerings in North America. Both face identical secular pressures from cord-cutting.
- TELUS Optik TV: TELUS is a major Western Canadian telecom offering Optik TV (IPTV) and internet/bundled services. It competes indirectly with Shaw Direct for residential TV subscribers, particularly in BC and Alberta, where Shaw Direct is also strong, but offers cable/fiber-based rather than satellite delivery.
- Rogers Xfinity Streaming / Ignite TV: Rogers Communications now owns Shaw Direct and operates Ignite TV (IPTV) and the Xfinity Stream App across Canada. It is the parent/strategic acquirer with overlapping IPTV and streaming TV offerings, though Shaw Direct remains a distinct DTH brand under the Rogers umbrella.
Regional players
- Videotron: Videotron is a Quebec-based cable TV and telecommunications provider. It does not compete with Shaw Direct in its home market (Quebec) due to Shaw Direct's promotional exclusion, but competes in Ontario and Western Canada where Shaw Direct is active.
- Cogeco Connexion: Cogeco is a regional cable operator serving Ontario and Quebec with broadband and TV services. It competes with Shaw Direct in cable-served areas of Ontario/Quebec, while Shaw Direct focuses on under-cabled geographies.
Others
- Rogers Bank (Mastercard): Rogers Bank is a financial services affiliate within the Rogers ecosystem offering a Mastercard with 3% cash back redeemable with Rogers/Shaw. It is an ecosystem partner of Shaw Direct for cross-sell and customer retention rather than a direct competitor.
- Amazon Fire TV (streaming devices): Amazon Fire TV is a partner/extension platform for Shaw Direct via the Rogers Xfinity Stream App integration. It represents a competing entertainment delivery mechanism (streaming) that complements or substitutes for satellite TV depending on household broadband availability.
Direct peers
- Bell Satellite TV (Bell TV): Bell Satellite TV is Canada's other major DTH (direct-to-home satellite) television service, operated by BCE. It directly competes with Shaw Direct on satellite TV delivery, premium sports packages (NFL Sunday Ticket, NHL Centre Ice), and Pick and Pay channel selection across Canada.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Shaw Direct social profiles
Digital presenceShaw Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shaw Direct leadership team
Management profileNumber of profiles
Shaw Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shaw Direct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shaw Direct
What does Shaw Direct do?
Shaw Direct provides subscription-based digital satellite television services to residential customers across Canada, delivered via the Anik G1 satellite using HEVC-compatible receivers. The core offering includes over 350 HD channels, pay-per-view events, video on demand, premium sports packages (NFL Sunday Ticket, NHL Centre Ice), and PVR recording capabilities, with mobile streaming via the Rogers Xfinity Stream App and support for remote/rural areas where cable is unavailable.
Is Shaw Direct a public or private company?
Shaw Direct is a private company. It is classified as corporate owned and is currently operating.
When was Shaw Direct founded?
Shaw Direct was founded in 1996. It employs 251 to 500 people.
Where is Shaw Direct based?
Shaw Direct is headquartered in Calgary, Canada, in the North America region.
How does Shaw Direct make money?
Five revenue lines are on record. Satellite TV Subscription Services are the primary driver. The others are equipment Rental, pay-Per-View Events, video On Demand and premium Sports Packages.
Who are Shaw Direct's main competitors?
SiriusXM Canada is listed as an emerging player. Broad incumbents are DirecTV, Dish Network (now EchoStar), TELUS Optik TV and Rogers Xfinity Streaming / Ignite TV. Regional players are Videotron and Cogeco Connexion. Others are Rogers Bank (Mastercard) and Amazon Fire TV (streaming devices). Bell Satellite TV (Bell TV) is listed as a direct peer.
Does Shaw Direct have an API?
No public API is recorded for Shaw Direct.
What industry is Shaw Direct in?
Shaw Direct's product category is Satellite Television Services. Its primary akta.pro industry code is MPABAGAG, Pay-TV Value-Added Services (DVR, VOD, TV Everywhere, Apps), with a secondary code of MPADAJAH, Pay-TV / Premium Window Distribution. Its NAICS code is 517410 and its SIC code is 4841.