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Live sports content is one of the strongest and last-remaining drivers of value for traditional pay-TV — for both viewers and advertisers alike. But like entertainment programming, live sports content is migrating over the top (OTT) to streaming services — meaning that sports fans can increasingly access sports programming without the need for a pay-TV subscription or watching on linear TV channels.
Streaming access to sports programming has been led by a diverse range of platforms and services, including:
Skinny bundles (e.g. Sling TV, YouTube TV) that carry live sports programming distributed by traditional TV networks;
Media-branded OTT services (e.g. ESPN+, CBS All Access, NBCUniversal’s Peacock) that feature live sports where respective networks hold rights;
League-branded services (e.g. MLB.TV, NBA League Pass, NFL Game Pass);
Digital startups like DAZN that typically cater to more niche fan bases;
Tech platforms (e.g. Amazon, YouTube, Facebook, Twitter, Twitch) that have each acquired live game rights;
Social media platforms (e.g. Facebook, Twitter, YouTube, Snapchat, TikTok) that are increasingly partnering with both leagues and broadcasters to to develop and distribute highlights or original short-form programming around live sports events.
So far, the majority of prior dealmaking with digital players has been limited and experimental — there’s too much value still tied to the status quo for leagues to hand over exclusive rights to digital partners just yet. But we expect that leagues will increasingly look to form partnerships with tech and social platforms for opportunities to reach young people, who are more likely to be cord-nevers or cord-cutters. In the meantime, OTT platforms that carry sports offer incremental, new-in-kind opportunities to reach sports …read more
Source:: Business Insider