The company's operations grew considerably in the 1990s through take-overs of smaller, local chains.

In the country's National Capital Region, which mainly consists of Ottawa, the rental chain agreed to provide services in both English and French.

[2] Rogers Video also received multiple "Canadian Retailer of the Year" awards in that decade and the next to come.

In December 2011, Rogers Video Direct closed and customers were redirected to the Zip.ca website.

The majority of the Rogers Plus stores would remain open and continue to offer cable TV, Internet, and wireless products and services, although most of these downsized and/or relocated to smaller spaces in the same mall/plaza, as the now-redundant space for rental operations took up over half of typical Rogers Plus store footprint.