What's Happening?
The Nashville Predators have chosen ViewLift's 'classic' streaming model for their in-market telecasts, a move that establishes a team-owned subscription service separate from DAZN's platform. This decision comes after ViewLift's acquisition by DAZN.
Under this 'classic' model, the Predators will pay ViewLift a fee to operate their direct-to-consumer streaming service. This service will complement free, over-the-air broadcasts available on Scripps stations within the club's broadcast territory, including WNPX-TV in Nashville. The Predators' new platform will be accessible via web browsers, iOS, Android, Apple TV, Roku TV, Fire TV, and Android TV. While pricing details are yet to be announced, similar services from other NHL teams typically charge around $70 for a full season. This approach differs from a DAZN digital-only deal, where streaming rights are licensed for distribution through DAZN while linear TV presence is maintained, and a DAZN exclusive deal, where teams license broadcast rights solely to DAZN for direct distribution in exchange for a minimum revenue guarantee and subscription revenue share.
Why It's Important?
This strategic decision by the Nashville Predators highlights a significant trend in sports broadcasting, where teams are increasingly seeking greater control over their content distribution and direct engagement with their fanbase. By opting for a team-owned streaming service, the Predators aim to cultivate a direct relationship with their subscribers, potentially leading to enhanced fan loyalty and new revenue streams. This model also allows the team to tailor the viewing experience and content offerings specifically for their local market. The integration of ViewLift, now under DAZN, into this model suggests a growing ecosystem where technology providers offer flexible solutions for sports organizations navigating the complex media landscape. This move could influence other U.S. sports teams to explore similar direct-to-consumer strategies, especially as traditional linear television viewership evolves and digital platforms become more dominant. The success of this model for the Predators could serve as a case study for how sports franchises can leverage technology to maximize reach and revenue in a competitive market.
What's Next?
The Nashville Predators are expected to announce pricing details for their new streaming service in the near future. The launch of this direct-to-consumer platform will provide fans with an additional option to watch in-market telecasts, alongside existing free over-the-air broadcasts. The performance of this 'classic' model, particularly in terms of subscriber acquisition and retention, will be closely watched by other U.S. sports teams and media entities. ViewLift CEO Rick Allen indicated that the combined company, following the DAZN acquisition, offers three distinct business models for local streaming, suggesting that more teams may adopt similar or alternative strategies. The Predators' experience will likely inform future decisions across the sports industry regarding the balance between team-owned platforms, digital-only deals with major streaming services, and exclusive distribution agreements. The division of ad sales responsibilities between the Predators and Scripps, with ViewLift serving ads on the platform, will also be a key aspect to monitor for its financial implications.
Beyond the Headlines
The Predators' choice reflects a broader shift in the sports media landscape, moving away from traditional broadcast monopolies towards a more fragmented and direct-to-consumer approach. This trend empowers sports organizations to become media companies in their own right, fostering deeper connections with their audience and potentially bypassing intermediaries. However, this also places a greater burden on teams for content production, marketing, and customer service. The 'classic' model, while offering control, also means the team is entirely responsible for subscriber acquisition and retention, without a minimum revenue guarantee from a larger platform like DAZN. This could lead to increased competition among sports teams for viewer attention and subscription dollars. The success of such ventures will depend not only on the quality of the sports content but also on the user experience, pricing strategy, and the ability to integrate seamlessly with other viewing options. This evolution could redefine how sports rights are valued and distributed in the long term, impacting everything from local market engagement to national broadcast deals.
