Netflix’s Post

This massive moment identifies the strength of the opportunity for live sports for brands and media companies. Check out these quotes from only a couple of quarters ago: https://lnkd.in/euGeF3re 📺 "Netflix is adamant that it’s not interested in live sports." 📺 “We are in the sports business, but we’re in the part of the sports business that we bring the most value to, which is the drama of sport, Netflix Co-CEO Ted Sarandos said on the company’s third-quarter earnings call. 📺 Sarandos was referring to sports docu-series such as Drive To Survive, Full Swing, Quarterback and Beckham." Now, fast-forward to today, Netflix will stream an NFL game on Christmas. I won't even judge how they reversed their quotes, as I would have positioned it the same way until I was ready. Over the last few years, Netflix has made this moment possible by building the infrastructure to support it. Looking back, you see how their recent delivery of an AVOD business model complements their SVOD model and makes even more sense now with live sports. Things like this take time to happen, and they executed brilliantly. Netflix masterfully experimented with sports documentaries to test its hypothesis. They followed with hybrid live experiences, Paul vs Tyson, and WWE; I bet they will continue diving in to make a more extensive inventory. But make no mistake: Sports continue to ascend as the best opportunity for brands to reach their target audiences at scale, and live sports provide the best way to retain audiences from churning media platforms. We have worked years in preparation for this ascent at Zoomph, and our latest innovations and partnerships in broadcast and streaming perfectly position us for this moment. We have much more to unveil, and we are excited to show you what we have achieved.

The CTV/streaming space continues to shake up as more live sports agreements expand to these platforms. Netflix continues to make moves in live broadcasting, now adding NFL games. With this addition, it will now take 7 different subscription services (including cable or YouTube TV) for viewers to watch all of the league’s games. 📺🏈 #media #CTV #streaming #upfronts2024

#Netflix drops a dime today ahead of their #upfront as they push more into live sports. The #streaming giant will be the global home of two #NFL games on December 25th and get at least one holiday game for Christmas Day in 2025 and 2026 as part of a three-season deal. It will be interesting to see how this shakes up their #CTV ad and sponsorship inventory with all the game stoppages since they include less #commercial breaks than rivals like #Hulu. #mediastrategy #mediaplanning #mediabuying #mediagency

Netflix finally enters the arena... As the number of content options expand and the battle for consumer attention intensifies, there are few things that captivate audiences like live sports and Netflix knows it. 96 of the top 100 most watched broadcasts of 2023 were live sports and 93 were National Football League (NFL) games. This move does raise eyebrows though as Netflix CEO, Ted Sarandos famously said "we're not anti-sports, we're just pro-profit and we’ve not seen a profit path to renting big sports." Soooo they must have run the numbers again? Quietly, Netflix has already found a foothold in sports with docu-series like F1's Drive to Survive as well as dabbling in live sports with the Netflix Slam tennis match featuring Rafa Nadal vs Carlos Alcaraz. But until now, they've taken a less traditional route and created original IP rather than licensing expensive rights packages from major leagues which is why this NFL partnership is so interesting. The folks at Netflix are smart, so either the financial math made sense to test live sports on a bigger scale or the Christmas Day games are a trojan horse for something innovative they have planned around the holidays. With NBA media rights up for grabs, this will be a big story to track, especially for the old guard of media companies who are already holding on for dear life.

Is the National Football League (NFL) an important part of my life? Yes. Am I a fan of this trend? No. And I am not alone. (Check the comments on NFL's IG post about this news 😳) I have a confession...I never cut the cord. Gasp! And I have Amazon Prime, so I can catch TNF. And I signed up for Peacock so I could watch the exclusive Super Wild Card Weekend game last season. And now, I have to sign up for Netflix just to watch games on Christmas Day?! (I guess I could also watch the new season of Bridgerton too while I'm at it though 🙃) But this is starting to get out of hand. As was discussed in BWG Strategy LLC's panel, "CTV’s Evolution in Tech and Media" - featuring Russell Fink, Jonathan Anastas and David Simon earlier this week. (The best conversation all day, in my opinion for what it's worth.) The timing of this conversation and this announcement was impeccable. I'm fascinated by this idea that the reason why streaming was popular early on (and why others chose to cut the cord) is that people were fed up with having to pay for things they don't use on cable. BUT NOW in order to view a specific live sporting event, you have to spend more because of the diversification of platforms. The whole point of CTV is to watch what you want, when you want. But now, these streaming platforms are making bets on live sports - appointment-based viewing 😵 Make it make sense! Well, it's pretty simple actually. Everyone wants a piece of live sports because that doesn't change...entertainment executives *know* people want live sports and the highest engagement in entertainment is sports. More people/more engagement = more money on advertisements And, what's great for #advertisers on CTV vs LTV is that with CTV, you can get metrics back on the effectiveness of your spend, whereas on broadcast networks, they can't deliver that (yet). If they don't get it together and start sharing good data with advertisers, dare I say, all of our live sports are going to go to CTV, which means we'll all have to buy every streaming platform out there just to watch our favorite sports. And while, as a #marketer, I *love* data and being able to see the ROI on my spend. As a sports fan, who also likes to think of herself as a responsible spender, my life would be a lot better (and cheaper) if LTV could just unlock #data like CTV so I can keep giving Spectrum a tiny pile of money each month, but I could watch all my sports in one place, including my favorite tv show, ESPN's Sunday NFL Countdown. Please, and thank you. #marketing #trends #sportsmarketing #advertising #media #mediainnovation #ROI #metrics #sports #football

So far, this makes the second paid streaming service for NFL games, Amazon Prime being the other. How long before NFL games switch from free, major networks such as CBS, NBC and Fox, to exclusive streaming deals with Peacock and Paramount+ for viewership? Points to ponder.

As Amazon Prime Video continues to secure major television staples such as sporting events, the value of Amazon Video as a connected tv ad platform continues to grow. Connected tv ads are the new “tv commercials”. #connectedtv #ctv #amazon #primevideo

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📢𝐒𝐩𝐞𝐜 𝐀𝐝 𝐚𝐥𝐞𝐫𝐭!📢 They taught us that promises, like Dalgona cookies, can be sweet and fragile. This Promise Day, choose wisely who you trust. Watch 'Squid Game' on Netflix to see how far promises can survive! #Netflix #PromiseDay #ValentineWithNetflix #specad