World
Why the Biggest Tech Companies Are Suddenly Streaming Sports
When it comes to streaming, sports had to play catchup. In the mid-2010s, as the world grew comfortable with digital entertainment services, major leagues largely remained on the sidelines. Companies like Netflix focused on binge-able shows over live entertainment and streamers balked at the regional restrictions or high costs that came with acquiring athletic events. Leagues, meanwhile, valued the consistent reach traditional TV provided—and the big paychecks, too.
“I’m very confident we can get twice as big as we are without sports,” Netflix CEO Ted Sarandos said at the end of 2022. Well, this month Netflix announced a deal to stream two NFL games on Christmas Day next season, at a reported total cost of roughly $150 million. For those counting at home, the company’s market cap and subscriber count are each up more like 10% rather than 100% since Sarandos’ prediction.
And it’s not just Netflix getting involved. Apple committed to a 10-year partnership with Major League Soccer. Google is now spending $2 billion annually for NFL Sunday Ticket rights. Amazon seems, dare I say, primed to add NBA inventory to its NFL slate and other sports rights. Even Roku recently joined the party. If Microsoft launched a Windows streaming service anchored by live sports, we’d have no right to be surprised.
So what happened? It’s a question I’ve been asking in various forms to both sports and tech decision-makers for the last several years. As expected, there’s no single explanation for big tech’s big surge into the sports viewing experience. But the following four reasons are all regularly citied.
The tech works
This was always going to be the first hurdle. And live sports went through its growing pains, with broken payment processes holding viewers up as well as glitches emerging during crunch time of the Super Bowl. Netflix’s early live streaming attempts came with their own set of issues.
In 2024 though, the tech’s solid. Sure, there are areas for improvement, such as cutting down the delay between reality and the broadcast (latency) or upping the picture quality. Accessibility is also an issue for those without reliable, high-speed internet. But in each case, we’ve passed the point of “good enough.”
Sports are multi-generational
For a time, streamers specialized: There was your horror movie service, your classics subscription, your kids-focused offering and so on. But now, the heavy hitters try to appeal to a wide swath of potential viewers, and sports hit multiple demographic segments like few other properties. That’s especially true as blockbuster movies have become much less of a sure thing. The $75 million price tag Netflix is paying per NFL game is roughly equivalent to the cost of a single midsized movie on the service. Christmas flick out, Patrick Mahomes in.
By the same token, sports fans are generally followers for life. While people often cycle through their preferred type of TV show, athletic allegiances stick around. As streamers put an emphasis on retaining their current customers, that type of loyalty is invaluable.
Sports = ads
Today’s consumer has gotten used to ad-free, or at the very least ad-light, entertainment experiences. That is, except for sports fans. While the NFL has worked to lighten ad loads during games, commercials are still a natural part of broadcasts. Sports also offer advertisers a reliable audience watching brand-safe content, regardless of what platform games air on. And tech companies are increasingly in the ad business.
Amazon turned its Black Friday NFL game into an ad tech showcase. Netflix’s push into live entertainment has uncoincidentally followed the addition of an ad-supported pricing tier. Even Apple is reportedly attempting to grow its ad business, backed in part by sports assets.
At Netflix’s pitch to advertisers in NYC earlier this month, sports partners like Formula 1 and WWE received the largest footprint in the company’s warehouse-turned-“immersive experience.” That wasn’t a coincidence.
Eyes around the world
For a while, sports leagues selling games to streamers was seen as taking extra money at the expense of reaching fewer fans. But now, global tech brands can offer something that some traditional providers can’t match.
Amazon has helped the NFL reach new, younger fans with its shows, while Netflix will now make football easier to watch for many international fans. “It’s a global opportunity for us,” NFL media COO Hans Schroeder recently explained. I expect that the game times—1 and 4:30 pm ET rather than primetime—were in part set to increase viewership in Europe and beyond.
Tech companies have also wooed leagues with the precise data they’re able to gather on viewers and potential viewers, valuable information for sports executives building out international marketing strategies.
Put it all together and it becomes clear why major tech companies are coming to compete with sports’ traditional broadcasters. The only question left is how much more they’ll take.
World
Live updates: Tracking Venezuela oil tankers as US seizes Russian-flagged vessel
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World
Iranian protesters rename Tehran street after Trump, plead ‘don’t let them kill us’ amid crackdown
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Iranian protesters intensified nationwide demonstrations over the past 24 hours, directly appealing to President Donald Trump while chanting anti-regime slogans. Footage published Wednesday showed a protester in Tehran symbolically renaming a street after Trump, while other videos captured handwritten appeals reading, “Don’t let them kill us,” Iran International reported.
Holly Dagres, a senior fellow at the Washington Institute, posted the video on X stating, “Since Trump’s comments about the Iran protests, I’ve seen numbers videos of Iranian protesters either thanking him or, in this case, renaming streets after the US president.”
The appeals came as demonstrators faced a widening security crackdown, including the deployment of armed units and tear gas near major civilian sites in Tehran.
TRUMP SIGNS ‘MAKE IRAN GREAT AGAIN’ HAT ALONGSIDE LINDSEY GRAHAM
Exiled Iranian opposition leader Reza Pahlavi said the current unrest represents a historic opportunity to end Iran’s Islamic Republic.
“In all these years, I’ve never seen an opportunity as we see today in Iran,” Pahlavi said in an interview aired Tuesday on “Hannity.”
“Iranian people are more than ever committed to bringing an end to this regime, as the world has witnessed in the last few days, the level of demonstrations is unprecedented in Iran,” he said.
Pahlavi said protests have spread to more than 100 cities and emphasized the role of Iran’s traditional merchant class, describing developments inside the country’s bazaars as a turning point. “We are beginning to see more and more defections,” Pahlavi said, adding that “Either way, the regime is crumbling and is very close to collapsing.”
IRAN ON THE BRINK AS PROTESTERS MOVE TO TAKE TWO CITIES, APPEAL TO TRUMP
Sen. Lindsey Graham, R-S.C., posted a photo of himself posing with President Donald Trump, who is holding a signed “Make Iran Great Again” hat. (Lindsey Graham / X)
Over the past 24 hours, Iran International reported continued protests and strikes across the country, including in Tehran, Tabriz, Qazvin, Kermanshah, Kerman, Shiraz, Falavarjan and Bandar Abbas. Tehran’s Grand Bazaar remained a focal point of unrest, with large crowds chanting against Iran’s leadership as authorities responded with tear gas and armed deployments.
Security operations expanded into sensitive civilian locations. Videos published by Iran International showed tear gas used near or inside Tehran’s Sina Hospital and the Plasco Shopping Center.
Protesters hold signs during a demonstration in Iran amid ongoing unrest, according to images released by the Iranian opposition group National Council of Resistance of Iran. (NCRI )
Casualty and arrest figures continued to rise. The Human Rights Activists News Agency, cited by Iran International on Wednesday, reported at least 36 people killed since protests began, including 34 protesters and two members of Iran’s security forces, with more than 2,000 arrests nationwide. Iranian authorities have not released updated official figures.
New footage from the past day showed demonstrators lighting fires in the streets of Shiraz and chanting “Death to Khamenei,” referring to Supreme Leader Ali Khamenei. In Qazvin, protesters were heard chanting, “Law enforcement, return to the side of the nation.”
Iranian protesters try to take control of two cities in western Iran as nationwide unrest continues, with demonstrators chanting ‘Death to Khamenei’ in the streets. (Getty)
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Workers also joined the unrest, with strikes reported at the South Pars gas refinery and widespread shop closures at major markets in Tehran and Tabriz.
World
How Ukraine is shaping Europe’s response to Trump’s Greenland threats
For the past year, staying in Donald Trump’s good graces has become a top priority for European leaders, who have gone the extra mile to appease the mercurial US president, rein in his most radical impulses and keep him firmly engaged in what is their be-all and end-all: Russia’s war on Ukraine.
Though Europe is by far the largest donor to Kyiv, nobody on the continent is under the illusion that the invasion can be resisted without US-made weapons and come to an eventual end without Washington at the negotiating table.
In practice, the strategic calculus has translated into painful sacrifices, most notably the punitive tariffs that Trump forced Europeans to endure.
“It’s not only about the trade. It’s about security. It is about Ukraine. It is about current geopolitical volatility,” Maroš Šefčovič, the European Commissioner for Trade, said in June as he defended the trade deal that imposed a sweeping 15% tariff on EU goods.
The same thinking is now being replicated in the saga over Greenland’s future.
As the White House ramps up its threats to seize the vast semi-autonomous island, including, if necessary, by military force, Europeans are walking an impossibly thin line between their moral imperative to defend Denmark’s territorial integrity and their deep-rooted fear of risking Trump’s wrath.
The precarity of the situation was laid bare at this week’s meeting of the “Coalition of the Willing” in Paris, which French President Emmanuel Macron convened to advance the work on security guarantees for Ukraine.
The high-profile gathering was notable because of the first-ever in-person participation of Steve Witkoff and Jared Kushner, the chief negotiators appointed by Trump.
At the end of the meeting, Macron hailed the “operational convergence” achieved between Europe and the US regarding peace in Ukraine. By his side, British Prime Minister Keir Starmer was equally sanguine, speaking of “excellent progress”.
But it did not take long for the elephant in the room to make an appearance.
Hard pivot
The first journalist who took the floor asked Macron whether Europe could “still trust” America in light of the threats against Greenland. In response, the French president quickly highlighted the US’s participation in the security guarantees.
“I have no reason to doubt the sincerity of that commitment,” Macron said. “As a signatory of the UN charter and a member of NATO, the United States is here as an ally of Europe, and it is, as such, that it has worked alongside us in recent weeks.”
Starmer was also put on the spot when a reporter asked him about the value of drafting security guarantees for a country at war “on the very day” that Washington was openly talking about seizing land from a political ally.
Like Macron, Starmer chose to look at the bright side of things.
“The relationship between the UK and the US is one of our closest relationships, particularly on issues of defence, security and intelligence,” the British premier said. “And we work with the US 24/7 on those issues.”
Starmer briefly referred to a statement published earlier on Tuesday by the leaders of France, Germany, Italy, Poland, Spain, the UK and Denmark in defence of Greenland.
The statement obliquely reminded the US to uphold “the principles of sovereignty, territorial integrity and the inviolability of borders” enshrined in the UN Charter – precisely the same tenets that Moscow is violating at large in Ukraine.
The text did not contain any explicit condemnation of the goal to forcefully annex Greenland and did not spell out any potential European retaliation.
“Greenland belongs to its people. It is for Denmark and Greenland, and them only, to decide on matters concerning Denmark and Greenland,” its closing paragraph read.
Conspicuous silence
The lack of censure was reminiscent of the European response to the US operation that just a few days earlier removed Nicolás Maduro from power in Venezuela.
Besides Spain, which broke ranks to denounce the intervention as a blatant breach of international law, Europeans were conspicuously silent on legal matters. Rather than condemn, they focused on Venezuela’s democratic transition.
Privately, officials and diplomats concede that picking up a fight with Trump over Maduro’s removal, a hostile dictator, would have been counterproductive and irresponsible in the midst of the work to advance security guarantees for Ukraine.
The walking-on-eggs approach, however, is doomed to fail when it comes to Greenland, a territory that belongs to a member of both the EU and NATO.
Danish Prime Minister Mette Frederiksen has warned that the entire security architecture forged at the end of World War II, which allies have repeatedly invoked to stand up to the Kremlin’s neo-imperialism, would collapse overnight in the event of an annexation. The worry is that trying to stay in Trump’s good graces at all costs might come at an unthinkable price.
“Europeans are clearly in a ‘double-bind’: Since they are in desperate need of US support in Ukraine, their responses to US actions – whether on Venezuela or Trump threatening Denmark to annex Greenland – are weak or even muted,” said Markus Ziener, a senior fellow at the German Marshall Fund.
“Europeans are afraid that criticising Trump could provide a pretext for the US president to conclude a peace deal at Ukraine’s and Europe’s expense. Is this creating a credibility gap on the part of the EU? Of course. But confronted with a purely transactional US president, there seems to be no other way.”
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