Netflix’s recent foray into live tennis and boxing means sports fans around the world can finally watch the same live event on a single platform. Everyone can watch the action at the same time, opening up a previously fragmented audience for millions, even billions, of sports fans. We’re going to dive into this emerging issue in detail and make some predictions about where the world of live sport may be in a couple of years.
Why is Netflix the right platform?
Because hundreds of millions of people know the brand and use the platform, there is little to be done in terms of changing user habits. Those who turn to the streaming giant for their regular dose of drama or comedy will start to see more and more content for live sport popping up on their home screen.
Users who aren’t interested will scroll down and find something else, all while Netflix’s algorithms learn and refine their offering. But those who choose to add live sport to their Netflix watchlist will soon find more and more events heading their way. The beauty of this approach is that the platform and the audience are already there — all that’s needed now is plenty of new content.
What has happened so far?
Netflix has put on a boxing match in which the iconic Mike Tyson fought against a YouTuber. They claim 72 million streams and will no doubt have learnt a great deal about how to finesse their live feeds. Netflix has also previously put on a live broadcast of an exclusive tennis match featuring the legendary Rafael Nadal.
All of this is proof of concept and the perfect trial run and testing stage for showing live NFL games on Christmas Day this year. This is something of a cultural institution in the US and something that is sure to bring in tens of millions of account holders. Add in the fact that everything is (so far) included in the standard household Netflix subscription and you can see how aggressively they are entering the live sports market.
Who are Netflix’s main competitors?
While every country has live sports channels, they may well find that they have been outmaneuvered by the streaming giants. DAZN is the obvious example of how a sport — in this case boxing under the Matchroom promotional stable — can cut a global rights deal. Only having to negotiate a single contract for an event, and then having one stream where everyone watches, is something that will no doubt change how sport is watched around the world.
The other obvious candidate to take on Netflix is Amazon Prime Video. They already offer PCB boxing (although much of that sits behind a PPV paywall) and have been showing live tennis for a couple of years now. They also offer Premier League football throughout the festive season.
Predictions for 2025 and beyond
Global games like football and cricket are set to see ever-greater competition for TV rights deals now that the streaming giants are beginning to encroach in rights auctions. Increased competition is, we predict, going to result in:
- A more streamlined, dynamic style of production that can use the readily available streaming data to continually refine the live product
- Higher commercial income for sports leagues, teams, and the athletes who deliver the action the whole world is entranced by
- Larger audiences with greater global spreads thanks to the ability to find international sporting events in a single central location
We all know that diehard fans will follow their sport or team wherever they go, but diehards are not where commercial growth lies. The ability of Netflix to provide frictionless access to live sport will likely bring in millions of casual and crossover fans who are idly scrolling in search of entertainment. Once they hook them the first time, there is something that needs to be addressed almost immediately.
How to stop the content bubble from popping
The sports world is full of stories of ambitious digital channels that paid far above the market value to secure broadcasting rights, only to fold a couple of years later. What Netflix needs to do is make sure that the rise in viewing numbers results in long-term subscriber growth. If not, the ability to offer A-class sport will be reduced and they may have to bow out or resort to lower grade sporting spectacles. The problem here is that the casual fan will notice straight away and simply go elsewhere for their entertainment.
To stay on top of the content bubble, Netflix will need to stay true to what got it into this position in the first place. Excellent production, innovative content variations, and an ability to trend without resorting to gimmicks are at the core of what Netflix has built.
Remaining relevant with global stars
Seeing Steph Curry on the home screen will show views that there is NBA content waiting for them. Lewis Hamilton would instantly indicate there is a live F1 Grand Prix about to start. And Djokovic would tell even the most casual fan that there is a major tennis trophy to be claimed.
Netflix needs to make these global superstars increasingly prominent on their platform so that they become associated with the best of the best. Mike Tyson is an icon, but he has had his day.
Final thoughts
The beauty of watching live sport on Netflix is that it’s a highly intuitive platform millions of sports fans already use. Could we be set for a sporting future that makes watching a tense cup final clash as simple as logging on to Amazon to order shopping or visiting Casino Guru to play games? Only time will tell whether or not they will be able to hold the attention of a global audience year after year as the drama unfolds on the field, but it’s going to be fascinating finding out.
