How to Win as Live Sports Shifts to Streaming

In the past decade, the rise of streaming services has resulted in a groundbreaking shift in the way we consume content and live sports is no exception. Streaming platforms offer fans the flexibility to watch sports on their own terms. This convenience means sports lovers can follow their favorite teams from anywhere and from whatever device they prefer, untangling viewers from the restraints of the cord. 

Insider Intelligence reports that by 2027 nearly 127 million people will watch live sports on digital platforms. 

The rapid growth of streaming platforms presents a significant threat to the regional sports networks that previously dominated the live sports broadcast industry. With that threat comes the opportunity to explore innovative advertising placements that have never been available on linear.

We’re seeing a growing trend of streaming platforms acquiring exclusive rights to live sporting events. Just to name a few:

  • Roku, a streaming industry power player, recently secured their first live sports acquisition in the form of a partnership with Formula E racing. Becoming Formula E’s official broadcasting partner, Roku will offer streaming of races and exclusive content such as behind-the-scenes interviews. 
  • Streaming giant YouTube has also stepped into the live sports arena with the introduction of NFL Sunday Ticket. Sunday Ticket is costing YouTube an astronomical $2 billion annually. The investment level of these partnerships demonstrates the streaming industry’s dedication to becoming a formidable player in the live sports game.
  • Warner Bros. Discovery’s streaming service, Max, launched its Bleacher Report Sports Add-on on October 5th. At a cost of $9.99 per month, viewers will have access to NBA, NCAA men’s March Madness, NHL, MLB and U.S. soccer games.

The shift of live sports towards streaming platforms has necessitated significant changes in advertising strategies. How do advertisers reach this new audience that is expanding at an unprecedented rate? Unlike traditional broadcast television which relies on commercials, streaming services are experimenting with innovative new ad formats. Brkthru is poised on the cutting edge, delivering live sports via streaming platforms with scale, more precise targeting ability, and greater ease and efficiency. 

Local advertisers were previously shut out of sports programming due to high costs of regional sports networks and were outspent by larger advertisers with deeper pockets. Streaming services make local sports more accessible to local advertisers.

As the sports industry and marketing strategists adjust to this new landscape, the streaming revolution is reshaping the way we experience and engage with live sports in a lasting way.  Want to get in the game? Throw the first pitch.

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