Streaming rights: live sports unite audiences in cultural moments worth fighting for
In a media landscape of rapid change, live sports offer a measure of relative certainty. Consumer appetite is arguably at an all-time high with almost half of us spending more time watching live sports content last year than we did the year before, according to Accenture. Advertising-led streaming services lead the march to profitability and sports offer the most predictable audience. It’s why rights remain in high demand as streamers and broadcasters compete for the most valuable content on the planet.
Netflix’s global deal to air live NFL matches for the next three Christmases should be seen in this light. Sports remain light among the platform’s library but it has made repeat recent moves to test the appetite for live events. This includes November’s inaugural Netflix Cup - which pitted leading golfers against F1 drivers, and the clash between boxer Mike Tyson and social media star Jake Paul coming in July. Earlier this year the company paid more than $5bn to be the home of WWE which it is billing as “sports entertainment.”...
You are not signed in
Only registered users can read the rest of this article.
IBC2026: Creating meaningful opportunities for start-ups, students, educators and innovators
IBC2026 is set to tackle the media and entertainment industry’s talent shortage this week, with several initiatives designed to give students the chance to attend the show, meet industry professionals and start building connections for their careers.
IBC Accelerator: Agentic AI for live sports
With an eye on the future, this IBC Accelerator plans to move beyond isolated use cases and demonstrate how agentic AI can be applied across the full live media value chain, from automated production tasks to highlight generation, personalisation, and monetisation.
.jpg)
Innovation Awards: Stories behind Content Everywhere finalists
The Content Everywhere finalists in this year’s IBC Innovation Awards run the gamut across: a giant DTV+ implementation project in Brazil; the Premier League’s connected fan experience; and the AI-generated phenomenon Tilly Norwood. Fergal Ringrose, Chair of Judges for the IBC Innovation Awards, reveals why.
Edinburgh TV Festival 2026 review: So long, and thanks for all the views
As this year's edition of the TV Festival is the last to be held in Edinburgh before the move to Manchester, change in many forms featured high on the agenda. The message was that change is not just coming, it's already here – so deal with it.
.jpg)
Sir Gary Oldman: “There’s an anxiety going into any project”
With the Edinburgh TV Festival’s Global Icon Award in hand, Sir Gary Oldman delivered a candid acceptance speech, revealing how his unique techniques, mindset, and early experiences in the industry brought his most iconic roles to life.
.jpg)
