February 6, 2023

Digital Marketing Education

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YouTube nears deal to stream NFL’s Sunday Ticket

The NFL declined to comment. Representatives for YouTube didn’t respond to requests for comment.

It would be the second big NFL package to move to streaming after Amazon gained exclusive rights to the league’s Thursday night games this season. It underscores the growing challenge to traditional TV, which is losing viewers to deep-pocketed online players. Live sports are among the most-watched programming on broadcast and cable TV, led by the NFL.

The deal moves Sunday Ticket from one of the largest U.S. pay-TV services to an online world where it could potentially reach an even bigger audience. DirecTV launched Sunday Ticket in 1994 and used the games to attract new subscribers. DirecTV had about 13.3 million subscribers at the end of the third quarter, according to Fitch ratings.

But the satellite service, owned by AT&T Inc. and TPG Inc., limited the offering largely to its own pay-TV subscribers, charging about $300 for the 2022 season. 


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