2023-12-02 12:00:00
Recently, Netflix announced the entry into live sports broadcasts through the ‘Netflix Cup’, a program that will combine the modalities of motorsport and golf, which are already portrayed in series present in the platform’s catalogue. Following the trend of its main competitors, such as Prime Video, Apple TV+, Star+, the move now made by the American media service represents the consolidation of the merger between sport and streaming platforms.
These platforms, which offer convenience and accessibility to customers, have gained a significant space in public preference. According to the “Mobile Market Analysis 2023”, developed by Rocket Lab, the global streaming market generated around US$7.2 billion in 2022, while the expectation for 2027 is to double this number.
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For Renê Salviano, a specialist in sports marketing, the current scenario is positive, but also challenging. “The convergence between digital entertainment and streaming is an expanding phenomenon, with numbers that reflect this reality. The practicality of this way of consuming content has won over the public, however, there is still a challenge in relation to the balance between investment and revenue, especially when it comes to ways of advertising within these platforms”.
In the same sense, the sports segment on platforms also involves high figures. MLS, broadcast on Apple TV+, is in force under a 10-year contract worth US$2.5 billion (around R$13 billion), while its competitor, Prime Video, renewed the broadcast rights to the Copa do Brasil for around of R$520 million fixed to the CBF.
Netflix launched the era of sports with the Netflix Cup (Image: Netflix / Disclosure)
Another great case in the market is NSports, a content and entertainment company focused on sports, which emerged in 2018 as the first sports streaming platform in the country. Over the past few years, the company has broadcast more than 40 sports; in 2022, it reached more than 75 million impressions on its channels and, today, it has 1.4 million people subscribed to its platform.
With this growth, NSports recently announced a sponsorship and media partner with the Brazilian Olympic Committee (COB), in a contract that will be valid until the Los Angeles 2028 Olympic Games.
”Open TV no longer has the monopoly on sports broadcasts that it had decades ago, a change accelerated by the pandemic. Today, streaming offers viewers not only flexibility, but also the chance to delve deeper into sports storytelling, statistics and behind-the-scenes aspects of competitions. This evolution is redefining the way we consume sports entertainment”, says Fábio Wolff, specialist in sports marketing and managing partner of Wolff Sports.
Not just restricted to live broadcasts, sports content also extends to documentary and scripted series, which cover various sports. Ted Lasso, the most prominent among them, was produced by Apple TV+ and has already accumulated 11 Emmy trophies, including “best comedy series” for two consecutive years. Another example is Quarterbacka Netflix documentary series about American football, which had a second season confirmed due to its success.
(Image: Disclosure/Sky)
The streaming market in the sports sector has grown among men and, mainly, women. A recent survey by Sport Track revealed that women were responsible for a 22% increase in new sports streaming subscriptions between 2021 and 2022. In 2022, 39% of women said they had subscribed to a media platform to watch sporting events.
“These numbers underscore the power of female audiences in driving the growth of sport, not only as avid consumers, but also as influencers who play a significant role in shaping current sporting trends. This demonstrates that women are not only conquering their space on the playing fields, but they are also shaping and enriching the sports product in all its facets, becoming a fundamental force in the sports industry”, says Camila Estefano, General Manager of Em Search for a Star, women’s football social project.
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