nelsonmuntz
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I agree with what you said about committing to sports and not pre-empting other programming. That made ESPN unique, along with SportsCenter, which was the only place to really get sports news.
I don't think they are in danger of irrelevance though. Cable isn't dead yet and won't be a long time, even if it is diminished. The main difference between the streaming services and cable is in how they are monetized. Subscription vs advertising. The value in live sports is that it still has advertising value. Serial TV shows have lost much of that value with the advent of DVR, so a subscription streaming service was a better way to monetize that content. It's still shifting that way. But sports remains the thing people watch live, so is better suited to the advertising model than the subscription model.
It's all in motion of course, but Apple is unlikely to make a huge splash on college sports. Reports are the MLS deal isn't really working for them, although Messi may change that. Streaming services only have a toe in the water on sports, but the early results are that they don't drive more subscribers. If they stream sports, it will be with advertising, but Apple/Amazon don't know how to do that well. This is why I think we may see a shift to PPV on streaming services. So if Apple or Amazon picks up a conference, you aren't likely to get that content free with a normal subscription.
The cable model was really about forcing people who didn't use ESPN to pay for ESPN, or ESPN would pull itself off the cable system. There were dozens of public spats between ESPN and cable providers over pricing, and ESPN won every time, because it was basically a sports monopoly. This ability to force every single cable subscriber to pay ESPN's carriage fee was a massive revenue producer for ESPN, and made it difficult for anyone to compete with it. Fox had the financial muscle to get a foothold with a few conferences, and no one else could compete at all. Those days are over. Everything is going to be a la carte soon.
The streamers all have the same problem. Original content is insanely expensive, and the audience response is uncertain. For example, Apple's The Morning Show costs $15 million an episode to produce. That is $150 million a season, for 10 hours of content, that a user can just wait until they have all been released, sign up, binge watch them all, and then cancel Apple until the next season comes out in 18 months. Apple needs enough new content to keep subscribers from cancelling.
Max, ParamountPlus, Peacock and Hulu/Disney have huge libraries, but Apple does not, and Netflix has a lot of junk in theirs. The libraries may keep subscribers on for a while, but all of them need to produce new content, and that is expensive, and can be gamed by subscribers. Sports can not be gamed. It needs to be watched when it is played, and the streamer can advertise during it and viewers won't switch or turn it off.
What evidence do I have? ESPN just paid a boatload for the Big 12 and SEC. Either you have to assume that ESPN is stupid, or that they are going to make a return on that massive investment, even in a streaming world. In a fragmented streaming market with few barriers to entry beyond money (which all of the streamers already have), if those leagues are worth that much to ESPN, then other content must be worth a lot to someone else too.