Streaming Sports: The Intersection of Broadcast Strategy and Technology (Video)

To say that the business of sports rights and broadcasting is becoming more complex is rather an understatement. Between consumers embracing cord-cutting, big tech streamers like Amazon, YouTube and Apple purchasing segments of NFL rights, virtual players like Sling TV and Google Live angling for a piece of the sports pie, and FAST channels like Pluto TV, Peacock and Roku getting in on the action, consumers have many options to choose from -- and are also getting confused. Marija Masalskis, Senior Principal Analyst, TV, Video and Advertising at Omdia helped explain the myriad factors coming into play currently as a panelist on the "Streaming Sports: The Intersection of Broadcast Strategy and Technology" breakout session at MFM's annual conference last month. Masalskis said that while consumers are opting out of pay-TV in droves, they may also find themselves shelling out up to $170 a month to watch most of the NFL games, which have been sliced and diced between several big tech operators, who, she said, mostly view sports rights as a means to an end. "[For these companies] sports fits into their advertising package," she explained. "Sports attracts audiences and advertisers. Sports doesn't have to pay off -- it's about supporting their larger portfolios."