How Premium Sports Streaming Licensing Will Shake Out in 2024 和 Beyond
随着顶级体育流媒体版权的价格不断达到天文数字的水平, 以及ESPN/福克斯/华纳兄弟的大片带来的潜在颠覆. joint venture (popularly termed “Spulu”) teased in February, 随着2024年的到来，体育授权会是什么样子，谁能负担得起，这是每个人的猜测. Will it play out differently in the U.S. 和欧洲? 随着成本转嫁给用户，体育迷们为什么不坚持使用有线电视呢?
首席执行官埃文•夏皮罗 ESHAP, discusses this topic with Paul Erickson, Founder 和 Principal, 埃里克森的策略 & 的见解, Ophelie Boucaud, Senior Analyst, Dataxis, Alan Wolk, Co-Founder/Lead Analyst, TVREV, in this clip from 流媒体 Connect 2024.
“现在哪家公司最能充分利用昂贵的体育版权联盟关系?夏皮罗想知道. “我认为，大型科技公司是唯一能够支付得起购买顶级体育赛事版权所需的疯狂价格的公司. 所以， 国家橄榄球联盟, IPL, 英超联赛 those types of companies? 依赖 is the owner of cricket streaming rights in India. 迪士尼现在拥有大量的版权，但如果你看看冰球在美国的发展情况， YouTube 和 亚马逊 seem to have a better position than ESPN 可能. So I'm going to toss this out t在这里 to you all, but also on the back end of that, [w在这里 does Spulu st和], in the context of all this, [和] who can best take advantage of sports rights?”
埃里克森说, “我认为这是服务行业长期存在的问题，内容成本一直在上升, especially the highest value content, which tends to be sports. 我们已经从亚马逊与国家橄榄球联盟的合作以及谷歌与YouTube上电视的合作中看到. 我认为这只会加速体育直播价格的上涨. And in the end, how are they able to afford it? Well, they're able to absorb it in their very diversified businesses. They can absorb that massive cost 和 make it work.他进一步强调，像Spulu这样的实体可能是唯一一家有足够议价能力与大型科技公司竞争的娱乐行业集团.
然而, 沃尔克认为，大型科技公司仍将在体育流媒体领域占据主导地位，因为各大联盟都知道，与任何流媒体平台相比，几年后它们仍将存在. 谷歌(google)旗下的YouTube上电视等平台可以以比流媒体服务更低的价格提供更多的体育节目.
夏皮罗指出，这是美国和欧洲的广播公司和流媒体公司在体育方面面临的最大问题. “These rights aren't profitable,” he 说. “T在这里's just no way to make them profitable. I don't care how many subscribers you sign up for a day; it's going to be hard to justify a hundred million dollars per game.“然而, 他说，欧洲广播公司的情况要好一些，因为体育直播本质上是一项有保障的公共服务.
“是的,” Boucaud 说. “But then you also have a lot of premium sports that are very expensive, that used to be bought by the big pay TV names in Europe, (像) 天空, Canal +…”
“Who’s going to buy those now, do you think?夏皮罗问道.
Boucaud 说 that it will primarily be DAZN. 夏皮罗问她DAZN的策略是什么，因为在他看来，这更像是一种“退出策略”.”
Boucaud 说 that DAZN recently published its 2022 annual report, while it was released oddly late, it showed that it is reducing its debt. Even though it is still $1 billion in debt, she speculates that its situation may have improved in 2023.
“But they’ve invested in many sports rights over that time,” Shapiro 说.
“但他们有一个非常有趣的策略，因为他们是一个OTT平台。” Boucaud 说. “他们可以负担得起以前许多其他付费电视有线电视代码无法做到的事情, 哪一款游戏在额外的互动功能和商品营销上投入了大量资金. 他们可以比其他公司更好地推出以收入为导向的功能，因为他们主要依靠广播来产生收入. 因此，他们实际上可能正在走向盈利，离现在不远了.”
Shapiro observes that in Europe, 传统上, sports broadcasting has often been bundled with mobile carriers, which may help to offset other losses.
“他们曾经是。” Boucaud 说. “But less 和 less now. 亚马逊 Prime 进入法国，DAZN目前在除法国以外的大多数市场都拥有权利. But the tender is still pending for the domestic championship in soccer. And the thing is, outside of soccer, not much costs a lot in Europe.”
Wolk问 Boucaud, “Do they make less money on advertising in soccer? 因为在美式足球和篮球比赛中，休息时间太多了. They can run so many commercials. Soccer is a very different game. Do they make less money that way?”
“Yeah, they make way less money,” Boucaud 说. “I don't know how it works exactly for media sales in the US, specifically for the big games, 但在欧洲, 对于广告销售，我们在不同的市场仍然有非常严格的规定. So you are limited in how many ad breaks you can put in, even if the prices go up during big games, it's now在这里 comparable to what's going on with the 国家橄榄球联盟. 地方.”
See videos of the full program from 流媒体 Connect February 2024 在这里.
We'll be back in person for 纽约流媒体 May 20-22, 2024. 更多细节请点击这里.
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