![]() Even though a shift to YouTube will, in theory, make Sunday Ticket more accessible, Leichtman doesn’t expect Sunday Ticket to become much more than a niche subscription suddenly growing to tens of millions of subscribers. For years, NFL Sunday Ticket never climbed above 2 million subscribers, and DirecTV called it a “zero margin” product. It’s long been a key differentiator in the pay-TV battle, but parent company AT&T, as far back as 2019, felt the subscription’s value to the service had peaked as more people cut the cord.Īs analyst Bruce Leichtman of Leichtman Research explains, the marriage between DirecTV and the NFL was never about subscribers but about exclusivity. DirecTV, which has held the rights since 1994 in a deal that expires after the 2022 season, has 1.5 million subscribers to Sunday Ticket paying at least $300 a year. In Sunday Ticket, which allows fans to watch every out-of-network football game on Sunday afternoons, YouTube wins a huge influx of eyeballs that can bolster both YouTube TV as an add-on package and its newly launched subscription business Primetime Channels as soon as the 2023 NFL season kicks off. ‘Killers of the Flower Moon’ Might Be More Important to the Future of Theaters Than Taylor Swift “The fact that YouTube got it says a lot about where they stand.” It draws more than anything else…It does it in a way that follows the sort of migratory patterns that sports fans are increasingly following today,” Rachel Nichols, a sports broadcaster with Showtime and a longtime host at ESPN, told IndieWire. “Sunday Ticket is definitely the golden prize in sports streaming. Despite other tech behemoths like Apple and Amazon both circling (an individual with knowledge told IndieWire the Google deal was for seven years and is in the range of the previously reported $2 billion+ annual asking price the NFL sought for Sunday Ticket), YouTube is the destination that made the most sense for the popular package. ![]() ![]() It’s one of the crown jewels in sports streaming rights and the latest sign that, even for live sports, streaming - and thus not linear TV - is the future. The video-streaming website’s parent company Google has closed a multi-year deal with the NFL to exclusively distribute NFL Sunday Ticket. YouTube can start choreographing its touchdown dance.
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