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“I think it’s going to be a lot slower than everyone thinks.”įor now, media companies consider sports streaming a complement to their traditional TV offerings, Sarma said. “I think we do eventually get to a space or a time when it’s cannibalistic,” said Naveen Sarma, senior director at S&P Global. There are existing broadcast rights deals that limit streaming, too. Broadcast rights with the major sports leagues are too expensive to take off TV, which still reaches tens of millions of homes. And legacy media companies are perhaps a decade away, if not more, from streaming most of their highest-rated events at the expense of pay-TV, analysts said. To be sure, fans have been able to stream some sports for years, from international soccer to out-of-market MLB games. “We see streaming and the utilization of Peacock as totally additive and just making sports and our portrayal of sports more powerful and reaching a broader audience,” said NBC Sports Group chairman Pete Bevacqua.
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The strategy could help reach a younger audience already accustomed to streaming, while persuading traditional TV watchers to download the apps. Now, media companies are experimenting with more live sports, with plans to stream games that simultaneously air on TV, or in some cases put events exclusively on their apps. Streaming services have raced to gain subscribers by bulking up their content offerings, mostly with vast libraries of on-demand movies and shows. ViacomCBS’s Paramount+ will offer March Madness and the Masters, though not exclusively. Disney’s ESPN+ plans to carry 1,000 NHL games this season, and 75 will be exclusive to ESPN+ and Hulu. Consumers will need Amazon Prime Video to watch the NFL’s Thursday Night Football next year unless they live in local markets where the teams are based. Philadelphia-based Comcast is hardly alone. “Over time we are going to see more and more sports make their way to streaming.” “Sports has been the last bastion of live TV, but we’re definitely seeing that starting to change slowly,” said Geetha Ranganathan, a Bloomberg analyst. That’s giving cord-cutters access to bigger sports events but fragmenting those games across a growing number of streaming services. Media companies are adding more live sports to online streaming apps, racking up subscriptions but further unraveling the pay-TV bundle, analysts said. It was the first time a Notre Dame football game aired exclusively on a streaming platform.įootball fans will see other Notre Dame games on traditional TV this season, but Saturday’s game could be a glimpse into the future. The Fighting Irish, one of America’s most popular college football teams, instead played on Peacock, Comcast’s streaming service. When the Notre Dame football team played its home opener on Saturday, you couldn’t find the game on traditional TV.