Building a Hockey Streaming Empire: FloHockey's Strategic Expansion Into Canadian Major Junior Circuits

The competitive landscape of sports streaming continues to shift as FloHockey, the Austin-based platform, fortifies its position as a comprehensive hockey destination. The company has secured streaming rights to both the Ontario Hockey League and Quebec Maritimes Junior Hockey League, with each partnership spanning seven years and launching in the 2025-26 season.

A Unified Hockey Ecosystem

FloHockey’s approach to market consolidation reveals a sophisticated understanding of fan engagement across multiple leagues. The platform now controls access to over 20,000 games annually, drawing from 40 distinct league partners. This breadth represents more than mere content accumulation—it creates an ecosystem where supporters can follow individual players through their developmental journey.

According to FloHockey CEO Josh Siskin, the competitive advantage lies in this integrated model. “If you’re serious about hockey and want to track the next generation of talent, approximately 70 percent of last year’s NHL draft picks will be competing within our portfolio this season,” Siskin explained. This statistic encompasses the Ontario league, Quebec circuit, U.S. college pipeline, and minor professional tiers.

The Prospect Pipeline on Display

The 2025-26 season will showcase noteworthy prospects skating for canadian ahl teams and junior circuits. Expected performers include Brady Martin (ranked 5th overall, Soo Greyhounds), Jake O’Brien (8th pick, Brantford Bulldogs), and Jack Nesbitt (12th selection, Windsor Spitfires). Matthew Schaefer, the first overall pick, may also compete in the circuit depending on his professional development timeline with the New York Islanders.

Divergent Paths in Canadian Hockey Broadcasting

The Western Hockey League pursued alternative distribution, partnering with Victory+, another Texas-based streamer offering ad-supported content. This fragmentation demonstrates how hockey’s broadcasting landscape has decentralized, with multiple platforms competing for rights across different tiers.

Beyond Junior Leagues: A Comprehensive Portfolio

FloHockey extends beyond junior circuits. The platform maintains AHL coverage alongside ECHL, Southern Professional Hockey League content, and international offerings including Sweden’s SHL. A single subscription grants access to the broader FloSports ecosystem, encompassing 25+ sports verticals. Hockey represents one of FloHockey’s priority sectors, competing alongside motor sports, wrestling, grappling, and track and field for resources and promotion.

Technology as Infrastructure

The company’s technical foundation strengthened significantly following its 2021 acquisition of HockeyTV and HockeyTech. This move brought AI-assisted camera systems for lower-level broadcasts, real-time statistical integration, and operational facilities in Waterloo, Ontario. These capabilities enable production quality improvements across various leagues simultaneously.

Strategic Philosophy: Beyond Livestreaming

Siskin, who transitioned from a decade leading business operations for the NHL’s Minnesota Wild, frames FloHockey’s role broadly. “We function as comprehensive partners—not just distributors,” he stated. This encompasses sponsorship arrangements, original content production including podcasts and written features, and proactive promotion of marquee moments.

A notable example emerged when Gabriel Landeskog, Colorado Avalanche captain, played rehabilitation games with the AHL’s Colorado Eagles. FloHockey negotiated to place the broadcast outside its paywall, prioritizing audience reach and league visibility over immediate subscription conversion.

Market Rollout and Implementation

The expanded coverage commences September 18th with inaugural broadcasts from both circuits. For certain minor leagues, operations have already commenced within the 2025-26 framework. FloHockey’s strategy reflects a calculated gambit that comprehensive content access and player-tracking capabilities constitute sufficient differentiators in an increasingly fragmented streaming marketplace.