Sports SVOD Services Deep Dive

Sports-centric subscription video on demand (SVOD) services have entered international markets, looking to capture digital-native audiences from pay-TV and other established SVOD services. Eleven Sports’ demise in the UK provides the best case study for how streaming services can struggle when entering a market with insufficient rights offerings. A failure to secure carriage deals with traditional broadcasters was detrimental to Eleven’s offering as rightsholders (demanding reach) rescinded the deals, leaving the service only with non-exclusive La Liga to entice UK subscribers to its platform. Complicating the rights challenge is the essentially different demographic compositions of pay-TV and sports SVOD subscribers, and the specific behaviours these valuable audiences display when considering how to address them.

Companies and brands mentioned in this report: AFL, Amazon Prime Video, Amazon, Apple, AppleTV+, Crave TV, DAZN, Disney, Disney+, Eleven Sports, ESPN+, Hulu, Kayo Sports, KFC Big Bash, La Liga, NBA, Netflix, NFL, NHL, Now TV, NRL, UFC, Warner Media.

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