OTT Newsletter 04/06: Why the Premier League looks set to be successful with its upcoming US rights deal – News – Media Rights, Investment, Women’s Sport,
Why the Premier League looks set to be successful with its upcoming US rights deal
There is good news from North America: Sports audiences appear to be on the rise. In recent weeks, the NBA, WNBA, MLB and the PGA Championship have all reported an increase in their audiences.
There was good news for one property in particular, with the Premier League also recording solid numbers in a season that did not favor the overseas viewer. The elite of English football started in September, which meant it faced college football and the NFL. There were also more mid-week and early-week launch windows, which is not favorable to the American public.
While the highest figure was that the average match audience fell by 10.3% compared to the 2019/20 season, eight NBC and NBCSN games surpassed an Average Total Audience (TAD) of at least one million viewers – the biggest since Leicester won the title in 2016. The numbers, from NBC, also don’t count viewers on Peacock (more on that shortly).
It shows a certain resilience of the Premier League in the US market and shows that there is a lot of interest in its big games. The five simultaneous matches on the last day of the season saw a TAD of 1.4 million viewers on NBC networks. It’s only slightly below the numbers that MLB gets for Sunday Night Matches on ESPN (1.56 million).
The man who rubs his hands the most will be Richard Masters, who quickly carved out a reputation as a shrewd CEO. In a world where the value of rights is declining, Masters has kept or increased the Premier League’s broadcast revenue in the key MENA and Nordic markets, as well as ensuring historic rolling home agreement.
CBS and Disney have both been linked with offers for the upcoming Premier League bid in the United States, which will drive the price up. NBC won’t give up the deal easily and after letting go of the NHL, he has the budget to surpass his six-year, $ 1 billion US contract that expires at the end of next season.
What’s also in favor of the Premier League is that its the most passionate American fans are in the 18-34 and 35-44 age group. Peacock, ESPN + and Paramount + have embarked on a fierce battle to grow their live sports portfolios in recent months. Both La Liga, who signed a $ 1.4 billion deal with ESPN until 2029, and Serie A, which will receive around $ 233 million from its three-year pact with CBS, have reaped the financial rewards so far, but with the Premier League having a clear lead in the market, they should be expected to outweigh both.
Do it for the kids
The LA Clippers may not have got the result they wanted, but at least the California kids will have had fun in their 100-105 loss to the Dallas Mavericks in Game 5 of their first round playoff series.
Sinclair’s Bally Sports West announced earlier this week that it has struck a deal with newly owned Genius Second Spectrum to create a “Clippers Kids Cast” for the game on June 2. The move was a first for the owner of RSN, as real-time AR technology was deployed for broadcast to overlay player-specific animations and other popular graphics. A ten-year-old “sports reporter” was added to a commentary team also including Noah Eagle and former NBA star Corey Maggette.
The Clippers Kids Cast continues a few growing trends in the broadcast space. First, the alternative program aimed at young people who CBS pushed via Nickelodeon. More broadly, the production of specialized alternative foods. This has been observed more frequently with bet links.
For Sinclair, the experience was probably a test of what could be seen as she unfolds her promises. RSN OTT product in 2022. Personalization, as we are often told, is the future of streaming, and the more broadcasters can offer to different audiences, the greater the chances of reaching a large global audience in those silos.
Expect to see more and more of this sort of thing as media companies try to find the secret sauce to attract an increasingly fragmented audience with more distractions than ever before.
OTT services as global brands
Two rights agreements that have caught my attention in recent weeks are the A-League National Broadcast Partnership with Network Ten, owned by ViacomCBS in Australia and WarnerMedia UEFA Champions League rights in Brazil and Mexico.
In both cases, the respective streaming services Paramount + and HBO Max have been touted as the home of live content, which is interesting in that it looks like US media companies are dropping the local brand as they are introducing their new streaming services into new territories. Neither Paramount (outside of the US) nor HBO are names anyone would associate with live football, but as streaming services they definitely have brand recognition. In the homogenized digital world, it seems that territorial brands are becoming less important.
• Podcast | Discussion on Premier League Rights Renewal and AT&T Discovery Merger
• Podcast | Personalize OTT experiences with Limelight
• Video | Digital in China
Trends to watch
• NBA matches will be broadcast on Twitch by Brazilian streamer ‘Gaules’
• TikTok live streams Extreme E race in Senegal
• Disney to shut down 100 cable channels as streaming change continues
• EFL clubs get £ 42million boost thanks to iFollow
• Nielsen invests in new rating platform
• Jamie Gardner | Renewed deal on Premier League domestic rights works for all parties, so far
• Reviews | Was Data the Secret to DAZN’s Successful Pivotal?
• Reviews | Get ready, micro-bundling is coming
Reports to follow
• Applicator | OTT Income Statement 2021
• ABI Research | 681 million 5G handsets will be shipped in 2022
• BT Sport | 76% say technology has a positive impact on televised sport
Do you have a story in sports broadcasting and the OTT space that you think needs to be told? Do not hesitate to contact us by email or on Twitter.
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