Eddy Cue, Apple’s senior vice president of services, recently highlighted the dual nature of being a sports fan at the Autosport Business Exchange NYC conference. He emphasized that while there has never been a better time to access a wide array of sports from around the globe, the experience has also become increasingly complicated and frustrating for viewers.
Cue noted that the problem lies in the multitude of subscriptions required to watch various sports, making it difficult for fans to enjoy games conveniently. He remarked, “You have to sign up for 1,200 subscriptions,” pointing out that this patchwork of media rights and streaming deals can lead to a negative customer experience.
In today’s streaming environment, sports fans are impacted by a mix of viewing options that come with varied stipulations. For example, while Apple TV offers Major League Baseball games on Friday nights, services like MLB.TV allow only out-of-market viewing, creating a scenario where fans may need multiple subscriptions to watch their favorite teams play regularly.
Research from InterDigital indicates that the average sports viewer now spends about $88 monthly on streaming services, a notable increase compared to the $64 paid by those who do not follow sports. Additionally, a poll by the Associated Press-NORC Center for Public Affairs Research revealed that nearly half of sports fans express dissatisfaction with streaming and cable costs, with around 30% experimenting with password sharing to access more services.
Cue underscored the urgency for change, stating that to sustain growth in the $2.65 trillion sports industry, the viewing experience must be improved. He warned that for leagues such as the NFL, significant changes to streaming practices were unlikely in the near term. A Forbes analysis highlighted that fans could spend over $750 to watch every game of the NFL regular season given that games are spread across ten different platforms.
However, Cue remains optimistic, suggesting that leagues could collaborate with media partners to enhance viewer experience. Potential improvements could include eliminating blackout restrictions, providing more comprehensive streaming bundles, and implementing features that allow fans to watch multiple games simultaneously, regardless of the platform.
He also praised Apple TV for its user-friendly approach to streaming Major League Soccer, with no location-based blackouts, thanks to a ten-year deal with MLS that allows fans to enjoy all matches through the app.
As Cue concluded, “Let’s put the sports fan front and center,” reinforcing Apple’s commitment to focus on enhancing the viewing experience for all sports aficionados. This perspective reinforces the idea that while challenges exist in the current sports streaming landscape, there is also a pathway towards creating a more enjoyable experience for fans.