Amazon Unveils New Programming and Renews Popular Shows at Canada’s First Upfront
Today in Toronto, Amazon hosted its first-ever Canadian upfront, announcing the launch of three new unscripted series and the renewal of two additional shows through its streaming service, Prime Video. This move reflects the company’s intent to align more closely with Canadian cultural expressions, particularly during a period of heightened national pride.
The upcoming original series include a true crime documentary titled Romcon: Who the F**k is Jason Porter?, a celebrity-driven Karaoke Club, and a comedic docu-series Trailer Trash (a working title), produced by Letterkenny and Shoresy producer Jacob Tierney.
Additionally, the French-Canadian edition of LOL: Last One Laughing is set for its fourth season. Highlights also included the music documentary Simple Plan: The Kids in the Crowd, initially announced at the When We Were Young Festival in Las Vegas, and an exclusive first look at the comedy-drama series Vitrerie Joyal. Each project proudly bears a distinct Canadian flavor.
Transition to Ad-Supported Service and Prime Video’s Canadian Strategy
In early 2024, Prime Video transitioned its basic service tier to include advertisements, coinciding with the Canadian upfront. Executives like Mark Shopiro, Head of Prime Video Canada, and Brent Haynes, Head of International Originals for Canada, presented to advertisers, emphasizing their commitment to showcasing the diverse Canadian experiences through their programming.
In a separate interview with Deadline, Shopiro expressed his vision for Prime Video as a top entertainment destination for Canadians by offering a wide variety of high-quality content that spans several categories. Haynes added that while international hits like The Boys and Clarkson’s Farm perform well globally, their strategy in Canada is to deliver content that resonates deeply with local audiences, reflecting true Canadian stories and values.
Canada’s recent political climate, including reactions to external pressures and a renewed focus on national culture and business, has influenced the content slate. While Haynes acknowledged this surge in national pride, he noted that their storytelling ethos has always been about crafting relatable, local narratives without necessarily amplifying the current patriotic wave.
Details on New and Returning Shows
The new series Romcon: Who the F**k is Jason Porter? explores the darker aspects of dating in Toronto, following Heather Rovet, a real estate broker who uncovers the true identity of her partner, leading to a dramatic criminal investigation. Blink49 Studios produces this series for Amazon MGM Studios, with its premiere scheduled at NXNE events in Toronto and Montreal.
Karaoke Club features celebrities facing off in a karaoke competition filled with fun challenges, produced by Attraction for Amazon MGM Studios. Meanwhile, Trailer Trash offers a humorous look at two brothers who turn a small RV part business into a major success. The show is set to begin production in Alberta soon, with a 2026 release in sight.
The documentary Simple Plan: The Kids in the Crowd traces the rise of the Canadian punk band Simple Plan, featuring interviews and rare footage. Other highlights include the renewal of the hockey-themed docuseries Faceoff for a second season and the continuation of the comedy series LOL: Qui Rira Le Dernier? for its fourth season.
The comedy-drama Vitrerie Joyal follows a Quebec entrepreneur in the 1990s, starring Martin Matte. This series is currently in production in Montreal with a 2026 release planned.
Prime Video highlighted its significant investment in Canadian productions, with over 60 series and films shot in Canada since 2015, though local producers seek more frequent commissions. Haynes emphasized their commitment to shooting on location to capture the authentic Canadian landscape, contrasting with studio-based productions.
Expanding into Sports and Beyond
Prime Video is also making strides in sports broadcasting, securing the rights to stream all national Monday night NHL games in English during the 2025-26 season and launching NHL Coast to Coast. Shopiro highlighted the importance of top-tier sports in their strategy, including investments in women’s sports leagues.
At the upfront, Shopiro expressed excitement about the diverse slate of Canadian content that spans from the NHL to the punk rock scene and rural life, aiming to showcase Canada’s creativity on a global stage. This includes a wide range of sports coverage and upcoming rights to NBA games in 2026, alongside a robust catalogue of streaming subscriptions, positioning Prime Video as a leader in Canadian entertainment.
Daniel Hayes is a business journalist with a focus on market trends, startups, and corporate strategies.
His sharp analysis and investigative reports make complex financial topics accessible to all readers.
