“It seems like their team is willing to try different options in order to see what works best for the consumer,” Gurwin said.Īnother popular way for Apple to strengthen its chances at securing Sunday Ticket is through bundles. ![]() ![]() And, when the Yankees’ Aaron Judge faced off against the Red Sox on Friday, September 23rd, to see if he’d match Roger Maris’ homerun record, fans (myself included) were able to stream on Apple TV for free. MLS matches are not only available for free through the Apple TV app, but also for those who have Apple TV+ subscriptions and even traditional linear TV viewers. “Whomever wins this product comes at it from the customer experience,” Lencheski added.Īpple’s willingness to experiment with its sports services thus far makes it a heavy favorite to win the Sunday Ticket bid, according to Gurwin. The possibilities provide streaming companies an endless number of ways to entice Sunday Ticket followers. Lencheski envisions alternate broadcast strategies akin to ESPN’s ManningCast program or the Worldwide Leader’s “Kayrod” Sunday Night Baseball edition with Alex Rodriguez and Michael Kay. It could come down to a viewer consuming games in ways that DirectTV couldn’t offer under its Sunday Ticket ownership. Lowering the Sunday Ticket price for fans isn’t the only way to lure new consumers, Lenchenski argued. “Low bar, so that shouldn’t be hard, but also superior in the sense of a digital product that they compared to many other players out there in the space.” “How do you assure me that the experience they’re going to have with the product is superior to what they had been seeing?” Lencheski said. If a company wants to win Sunday Ticket rights going forward, Gurwin believes that it’ll have to show flexibility in the market.Īnd with the bidders likely coming to the NFL with similar offers in the billions, they’ll have to assure the league that they can offer more than just cash given Sunday Ticket’s dwindling reputation, said Chris Lencheski, CEO of Phoenicia Sport, a private equity consultancy specializing in media, sports and entertainment. DirecTV’s history with the package has been hindered by only being accessible to customers with satellite dishes. ![]() The iPhone creator is also spending $85 million annually over the next seven years to stream MLB’s Friday Night Baseball on Apple TV+.Īccording to Gurwin, the competition for the package will be heavily dictated by the creativity of the streaming giants. Apple’s 10-year contract with Major League Soccer for rights to all regular season and League Cup matches cost it $2.5 billion total. Amazon’s 11-year streaming deal for the NFL’s “Thursday Night Football” package will cost the tech company $1 billion per season. The price any company will pay for the rights to Sunday Ticket is also a point of discussion. “If is able to drop the price to something lower, something more in line with other out-of-market packages, like $150 to $200, you can see somewhere up to a 2x increase in the number of people who might sign up for this service,” Jason Gurwin, co-founder of The Streamable, said in an interview. It also states that 50% of fans are willing to pay $150, while 43% are willing to pay $200. ![]() If that price were in the $150-to-$200 range, the survey says that it could result in an increase in subscribers. In an NFL Sunday Ticket survey of 2,562 fans conducted by The Streamable, which covers streaming services, increased accessibility isn’t the only thing that viewers want to see from a new provider.Īccording to the survey, only 26% of fans are willing to pay up to Sunday Ticket’s current $300 base price. Apple is widely believed to be the future home, but Amazon, Disney and Google are all believed to be vying for rights as well.Īs the streaming giants face off against one another, it’s likely that they’ll have to be creative in their pitch to the NFL. It’s widely believed that after the 2022 season, DirecTV will cede control of Sunday Ticket, which will face intense competition from streaming providers. From error pages to inconsistent streaming to quality issues, Sunday Ticket has seen its fair share of online criticism in what could be its last season as a DirecTV exclusive. Out of the first four weeks of action, at least three saw fans vent their frustrations about DirecTV’s Sunday Ticket package. The NFL is entering Week 5 having played less than a month of regular-season football. If DirecTV’s Sunday Ticket were a professional football team, one could argue that it’s off to a losing start this season.
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