Unlike other genres, sports have the power to consistently attract large numbers of television viewers on set schedules. It must have been a tough year for him not to have been exposed to the NFL whirlwind that brought record numbers of viewers to Super Bowl I. But regardless of its appeal, fierce competition for sports rights in an increasingly fragmented media landscape makes it difficult and frustrating for fans to find the games they're looking for.
While not all publishers can afford to bid on sports rights, the field in which they distribute content is much larger than it was just four years ago, and sports rights are now available to select, high-profile players. We're steadily heading towards streaming services that include NFL playoff games.
And at the same time, some publishers who once had little interest in live sports have changed their tune and now claim it as the most-watched content on TV. Netflix, for example, has hosted two live sporting events since November, ending what had been a long period of reticence to enter the space.
However, not all events have the notoriety of the Super Bowl, Thursday Night Football, and, more recently, Netflix. Netflix Slam The tournament is a key consideration as the new MLB season begins, with 30 teams playing 162 games each. For example, if you're an avid New York Yankees fan and you want to watch everything, you have access to three traditional television networks (YES Network, ESPN, and FOX) and three streaming services (Apple TV+, Amazon Prime Video, and MLB TV). is needed. A look at the on-screen action this season. On the West Coast, fans will have to navigate further, as the Los Angeles Dodgers' 2024 season will be broadcast on ABC, CBS, ESPN, FOX, FOX Sports 1, Sportsnet LA and Apple TV+.
Last season, TV viewers watched approximately 330 billion minutes of MLB games.
And outside of major markets such as New York, Boston, and Philadelphia, where the major NFL, MLB, NBA, and NHL teams are located and therefore can maintain regional sports networks (RSNs), teams and leagues in smaller markets are calling strikes over the air. It's starting. Broadcast rights are traded with local TV stations, while games are brought directly to consumers through streaming apps.
The bottom line in this highly fragmented market is that live sports can attract large audiences, but only if the audience can find the games. For example, a recent web search pointed out that a recent NHL game between the Arizona Coyotes and Washington Capitals was broadcast on ESPN+, but the results turned out to be incorrect and the It was a frustrating experience for those trying to watch the game.
This is not an isolated case, and it won't be the last. The proliferation of services and the drive to monetize high-profile content suggests a more fragmented future.
For example, when Nielsen launched The Gauge, streaming accounted for 26% of total TV viewing time, and only five services had enough viewers to report independently. Two of his services did not even include advertising. In contrast, in January 2024, streaming accounted for 36% of TV usage, with 11 services independently reported (all containing or ad-supported). There are subscription tiers). Additionally, the four companies have exclusive rights to select sporting events, similar to ESPN+ and Apple TV+.
At a very high level, a season in the five major U.S. sports leagues includes thousands of games. For example, MLB has nearly 2,500 in a season. Historically, viewers could find a complete list of games in their weekly TV guide, but today, even the Internet can't keep track of programming information for live sports schedules. Conversely, publishers typically focus on providing information solely for the contests they host.
This is an area where consumer electronics manufacturers (OEMs), MVPDs, and digital service providers can take the lead and ultimately reach agreement with audiences and rights holders. These organizations clearly understand the power of live sports, which remains the biggest viewer driver, so they distribute information about live sports and related content across over-the-top platforms, providing comprehensive real-time information about streaming. Provide information to your audience. The first media landscape.
A version of this article first appeared on sportsbusinessjournal.com.
sauce
1Services are reported independently when their usage represents at least 1% of your TV usage.
