Yeah you do need to be a customer in order to view videos. It's free though, you don't have to pay for the service or anything. It'll offer three options to confirm whether you are a rogers customer.
1. Verifying your Rogers Hi-Speed Network automatically.
2. Sending a free text message to your cellphone to confirm.
3. Entering your Rogers Account Number.
It's pretty similar to Hulu except it's smaller and less features. It is still in Beta stage so more features and content are expected to be added.