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Sports Broadcasting Battle: Free-to-Air vs. Streaming
20 Feb
Summary
- Streaming services like Netflix and Prime are challenging traditional broadcasters.
- ITV and BBC are increasing rugby union coverage, adding to competition.
- Fans face rising costs, nearing £700 for union and potentially more for Premier League.
The future of sports broadcasting is uncertain as streaming services like Netflix and Amazon challenge traditional channels. Once known for DVDs and online retail, these platforms now exert significant influence in sports, pressuring TNT Sports. Viewers can access a wide range of sports through various subscriptions for less than a single major package.
ITV has significantly increased its rugby union coverage, securing rights for major tournaments like the Six Nations and the new Nations Championship. TNT Sports, despite reporting audience growth, has lost key competitions and aims to reduce subscription fees after increasing its deal for Premier games.
Rugby league is seeking a balance between free-to-air, subscription, and streaming rights to enhance revenue, even as Super League viewership grows. While Sky has been the traditional broadcaster, the BBC now shows regular matches, and DAZN is also negotiating for rights, creating a more competitive market.
Fans face escalating costs for sports subscriptions. This year, watching all rugby league matches might cost around £500, rising to an estimated £700 next season for union fans, comparable to or less than the projected £1,000 for Champions League football. The prevalence of illegal streaming services highlights this affordability issue.
The NFL's model, with multiple broadcast partners in the US, generates substantial revenue, a strategy other sports are considering. However, scheduling inconsistencies on free-to-air platforms like the BBC and ITV can hinder viewership growth, especially among younger audiences.
Premier Sports offers a budget-friendly option for club rugby union, but its financial stability is a concern, and its model has led to the flagship competition disappearing from many screens. Despite this, all-Irish URC matches on Premier are attracting significant audiences.
Netflix and Prime seek large subscriber bases, with Prime's NBA viewership surpassing TNT's. The NRL's State of Origin series or the World Club Challenge could be events to attract major streamers like Netflix, which boasts 325 million subscribers.
Warner's upcoming HBO Max launch in the UK and Ireland adds another player to the streaming market. While live sports and reality TV remain key for appointment viewing and social gatherings, engaging younger viewers on smaller screens is crucial for the sustained growth of sports like rugby.
