AMPERE：2023年体育在全球流媒体战争中的作用（英文版）（37页）.pdf

1、The role of sports in the global streaming warsJack GenoveseFebruary 2023 Ampere Analysis 20232Sports content is playing an increasingly prominent part in the streaming wars1Against a background of rapid acceleration in spend on content by subscription OTT platforms spurred by the wider streaming wa

2、rs,streaming services investment in sports rights has lagged a consequence of infrastructure and business model challenges.Nonetheless,growing consumer demand for streamed sport is increasingly being met:in 2023,subscription OTT services will account for more than a fifth of total spend on sports ri

3、ghts across the most important sports markets worldwide.2DAZN led the way in several markets with a bold strategy targeting top-tier rights and offering low-priced,direct-to-consumer access to premium sports.In 2022,DAZN accounted for 54%of all subscription OTT services spend on sports rights.DAZNs

4、strategicfocus is now turning away from consumer growth and international expansion to focus on long-term profitability through a strategy of price increases and revenue diversification.3Recent years have seen an acceleration in sports rights spend by general entertainment streamers such as Peacock

5、and Viaplay as they look to differentiate from peers in an increasingly crowded market.The exclusive NFL deal with Amazon that kicked off in 2022 was arguably the turning point for sports on these platforms,representing the largest single deal signed to-date by any sports streaming service,and since

6、 surpassed only by YouTube also with the NFL.4Despite the early challenges of the sports streaming model,spend on sports rights by subscription OTT platforms is destined to grow over the next few years.This is due in part to the opportunities that sports offer to streaming platforms;but also to thec