“The fact is,” NFL commissioner Roger Goodell told advertisers gathered at YouTube’s upfront, “millions of football fans are on YouTube to catch all things NFL.”
partnership with Amazon, which is reportedly paying around $1 billion annually to be the home of Thursday Night Football. And a few days before Goodell’s appearance at the YouTube upfront, the league announced that Peacock, NBC’s streaming service, will havethe playoff game on Peacock “will be transformative for sports on digital.”
In moving a prime-time playoff game away from linear television, where it would surely garner big ratings, the NFL is beginning to “habituate its audience to watching big games on streaming,” saida former digital media executive at ESPN who now heads a media and sports consultancy. “The NFL has long been the king of broadcast television and has long prioritized reach,” said Kosner. “Now they’re trying to train their audience to understand that they can find the product on streaming.
The NFL’s Peacock announcement was one of a pair of industry-rattling developments last week that brought the future of live sports into focus.that ESPN, which has built an empire on its lucrative agreements with cable providers, is preparing to launch a new streaming service that will offer full access to the flagship channel. In the span of a few days, the NFL and ESPN, two paragons of traditional TV, signaled that the streaming era is no longer buffering.
The NFL and ESPN have each enjoyed practically unrivaled dominance over the linear television landscape. Eighty-two of the 100in the United States last year were NFL games, which was up from 75 in 2021, and 71 the year before that. ESPN, meanwhile, receives more than $9 per average customer in fees from providers, far more than any other other cable channel.
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