Apple Inc.’s senior vice president of services, Eddy Cue, highlighted the growing complexity and costs associated with sports streaming platforms during his speech at the Autosport Business Exchange conference in New York. He conveyed that while it has never been easier to access a variety of sports content, the current landscape can be overwhelming for fans.
Cue pointed out that sports fans now have unprecedented access to global sports, which was not possible just a few years ago. However, this accessibility has come with significant challenges. “The problem though, is we all know we can all watch everything, but it’s very hard to find,” he stated, emphasizing the burden of managing numerous subscriptions to various platforms.
The fragmentation in how sports leagues distribute their content was a particular concern for Cue. He cited research indicating that sports viewers are spending an average of $88 per month on streaming, compared to only $64 for those who do not watch sports. Even more pressing is the impact of travel restrictions, which can hinder viewers from accessing games away from home. “If you’re traveling, you’re screwed… It’s not a great experience for customers,” Cue added.
Emphasizing the need for change, he suggested that sports leagues could collaborate with media partners to establish bundled subscriptions, reduce blackout restrictions, and create multitasking options allowing fans to watch multiple games simultaneously across different platforms. Cue warned that the current business model could become unsustainable if these issues are not addressed, stating, “If we want people to watch games, and we want all of sports to grow, some of these things need to be fixed.”
In addition, Apple is making strides in its sports streaming offerings, recently signing a ten-year global deal with Major League Soccer and avoiding blackout policies. The company is also rebranding its streaming platform from Apple TV+ to simply Apple TV, which is coinciding with the upcoming release of “F1 The Movie,” a highly anticipated project that has already garnered $629 million globally, making it the highest-grossing sports film in history.
Cue’s insights shed light on the evolving landscape of sports media consumption and highlight the pressing need for solutions that enhance accessibility and affordability for fans. As the market continues to grow, collaborative efforts may pave the way for a more streamlined experience that can retain the excitement of sports for viewers everywhere.