The Town with Matthew Belloni
NFL and Streaming: A Super Bowl Data Dive
Feb 6, 2025
Join Jonathan Carson, co-founder and CEO of Antenna, as he dives into the NFL's digital revolution. He discusses how exclusive NFL content fuels subscriber growth for streaming platforms like YouTube TV. The conversation also explores the challenges fans face as the league splinters rights across various services. Carson reveals surprising insights into Netflix's viewer spikes during NFL events and predicts dynamic shifts in Super Bowl ratings due to team popularity and out-of-home viewership. It's a captivating look at sports and streaming's intertwined futures!
33:27
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Quick takeaways
- The NFL's strategic shift to streaming has significantly boosted subscriber retention and daily signups for platforms like Paramount Plus and Peacock.
- Tubi's introduction as a free, ad-supported option for viewing the Super Bowl highlights the increasing accessibility of content for non-cable audiences.
Deep dives
The NFL's Role in Driving Streaming Subscriptions
The NFL plays a crucial role in acquiring new subscribers for streaming services, which have become essential to the league's overall strategy. Exclusive NFL game broadcasts on platforms like Paramount Plus and Peacock have shown to significantly boost daily signups, with numbers ranging from 2 to 4 million for key events. This surge isn't just a temporary spike; subscribers who join for NFL content tend to retain their memberships better than average due to a growing interest in season-long programming. Services are now tailoring content specifically to appeal to the NFL audience, resulting in a more strategic approach to maintaining new subscribers.
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