Top streaming executives noted in this CNBC interview that live sports is critical, even if the streaming rights are expensive. Roku’s content chief David Eilenberg says the deal makes it “easier for millions of TV streamers to discover the thrill of Formula E races through the unique integrated viewing experiences only available on Roku.”
However, the move is also a desperate attempt to catch up with the shifting landscape of streaming rights. Apple already has a deal in place with Major League Soccer, while YouTube has secured the rights for NFL Sunday Ticket. Prime Video subscribers can also enjoy live sports on the service if they have a Paramount+ subscription.
Amazon in particular is reportedly planning to expand significantly into sports media. In November 2022, Amazon introduced a 12-hour, sports-centric program called Sports Talk on Prime Video and the ad-supported Freevee streaming service, as well as the live radio app Amp. In December 2022, The Information reported that Amazon was working on a standalone app dedicated to sports streaming as well. Prime Video also has a deal in place with the English Premier League.
Netflix has lately grown fond of sports, too. After producing the well-received, five-season documentary “Formula 1: Drive to Survive” and a golf series titled “Full Swing,” the company is looking to delve deeper. The Wall Street Journal reports that Netflix plans to make a splash in the live sports segment with a celebrity golf tournament.
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