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The traditional model of sports leagues relying on predictable schedules and linear TV to air their games is becoming a thing of the past. Many team and league presidents are paying close attention to emerging trends and taking action to stay ahead. Sports content — games, highlights and behind-the-scenes footage — are being distributed across multiple platforms at unconventional times. There are now Sunday morning football games airing at 9 a.m. ET on league-owned channels and baseball games at 11:35 a.m. ET on streaming services. Initially, skeptics of this approach worried that viewers would get confused and turned off — and then tune out. However, the opposite has proven true: the National Football League (NFL) is thriving, Major League Baseball (MLB) just experienced a season marked by improved viewership and in-game attendance — and sports fans overall are demonstrating remarkable adaptability in finding their favorite content.
How flexible media strategies can help change the game
The NFL and MLB set benchmarks for diversifying media rights distribution across platforms and geographic regions while expanding game time options to help enhance reach and engagement. This strategy broadened their reach and improved fan engagement, prompting a rise in viewership and popularity.
- Football claimed 96 of the top 100 rated TV broadcasts in 2023, marking a 52% viewership growth for the NFL over five years.
- Streaming platforms can draw millions, with innovative scheduling, like NFL Christmas games on Netflix, garnering million of viewers.
- MLB reached its highest attendance in seven years, set new streaming records and saw a rise in national TV viewership. The 2024 World Series captivated global audiences, with millions tuning in despite early morning local start times, emphasizing the global appetite for baseball.
While streaming services audiences for NFL games are smaller than the average game broadcasts on traditional TV, the numbers still demonstrate that non-traditional game times on non-traditional platforms don’t cannibalize audiences — they work to increase the number of viewers. Both leagues are thriving by embracing flexible, cross-platform strategies that can cater to evolving viewer preferences.
From playoffs to payoffs — finding and winning new fans
The strategic move to diversify platforms and viewing times has produced a network effect. First, sports leagues benefit from a reach and revenue standpoint because the more content packages they create to sell, the more money-making opportunities they have. Second, casting a wide net can encourage networks and streaming platforms to cross-promote, helping to boost opportunities for fans to tune in. Fans who didn’t plan to watch a game might discover it while browsing, turning casual viewers into dedicated fans through unexpected engagement. Content owners are increasingly meeting fans where they are, offering flexible options to match their interests and budgets.
Future trends and strategies
The strategies of leagues like the NFL and MLB underscore the importance of striking a balance between a niche, appointment-based audience and a broader, casual fanbase. A limited media presence can help them cultivate a dedicated following, but it risks alienating potential viewers unwilling to designate game time as appointment TV. On the other hand, a wide set of viewing options can draw in more casual fans, integrating the sport into their media diet.
Looking ahead, it’s likely that more leagues will prioritize a wide media footprint. The National Basketball Association (NBA) offers a glimpse into this future. According to Forbes, the NBA struck a wide-ranging media rights deal that goes into effect for the 2025-26 season. Their strategy highlights a growing recognition that fragmentation and confusion are less of a concern than previously thought. In fact, the evidence suggests that fans are willing to navigate a complex media environment to find the content they love.
And sports content creation continues to get more interesting.
Innovative, tech-driven broadcasts abound. The NFL and NBA have partnered with FOX and Disney, respectively, to produce alternate broadcasts of live games using Simpsons and Disney characters. The Madden NFL cast recently blended live NFL action with augmented reality, Madden NFL video game elements and expert commentary to help enhance strategy and fan interaction. ESPN and MLB partnered in 2024 to bring audiences an analytics-centric broadcast based on Statcast data during their Sunday Night Baseball series. These leagues are often using unconventional, advanced technology to produce content that can unlock new audiences and enhance fan engagement that we predict will become increasingly popular.
A wide media footprint is key to growth
While challenges remain, particularly for leagues that confine themselves to a narrow media presence, the overall trend is clear: the future of sports broadcasting lies in embracing diversity, both in terms of platforms and the times games are aired. Leagues that rely heavily on consolidation are likely to shift their focus toward reaching fans across a wider range of networks and streaming platforms. Going forward, leagues will likely conclude that in the long run a wide media footprint attracts more fans — and is essential for sustaining growth.
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