ESPN/狐狸/WBD Mega-Bundle和体育直播的拉斯维加斯化

在超级碗周，当人们对美国的体育感兴趣时.S couldn’t be higher--and when the clash between the Chiefs and the 49ers is likely the biggest single-game betting event in US history--old media titans Disney, 狐狸, 和WarnerBros. 发现号正在掷最后一次骰子.

有消息称迪士尼正准备推出DTC版的ESPN 分析师在圣诞节前做出的预测. 鲍勃·艾格(Bob Iger)有其他想法. He has ringfenced ESPN’s marquee sports coverage in a digital play with erstwhile rivals at 狐狸 Sports 和WarnerBros. 发现号变成了一个大型体育转播平台, 预计今年推出, 虽然没有应用程序或品牌名称.

That Disney hasn’t announced it has ditched plans for a standalone ESPN digital service is just one of a hundred questions thrown up by the move.

Nathan McAlone的商业内幕 said it “truly represents an existential threat to cable TV” and “an acceleration of cord-cutting into a real death spiral.”

该联盟被PP Insight分析师评为“一次重大颠覆性行动” 保罗·佩斯卡托雷 who thinks timing of the announcement may be in part to put pressure on other major sports rights holders not party to the pact: Paramount and NBCU.

每家公司将拥有新合资企业三分之一的股份, 有平等的董事会代表, 并在非排他性的基础上将其体育内容授权给合资企业. 该服务还将拥有一个新的品牌和独立的管理团队. 的re are no details as yet on revenue share although Wells Fargo analyst Steven Cahall thinks this likely to be split along lines of the rights contributed. 他估计这“总额约为200亿美元”, 包括福克斯、迪士尼和WBD，分别占30%、50%和20%.”

Pricing is a hotly debated topic and one that the owners of the mega-app have to get right, 否则消费者就有可能因定价过高而退出游戏. 各种 has a lot of speculation on this although there’s general agreement that $50/month is not unreasonable. 订阅rs would also have the ability to bundle the product with other services such as Disney+, Hulu和/或Max.

和加倍下注这是什么?. 正如佩斯卡托雷所指出的那样, “对于许多, 聚合是圣杯, and it is evident that we are returning to [cable TV’s] big bundle being offered via the Internet. 这种模式的显著好处是，它对消费者来说是一个更容易理解的模型. 消费者已经受够了注册多种服务, 为不同的订阅付费, 下载大量的应用程序."

This is especially true in sports, Pescatore adds, which is one of the few genres driving sign-ups. “虽然竞争似乎是健康的, 对版权和订户的争夺导致了一个巨大的碎片化格局. 许多公司进行了巨大的赌博, 这需要很多年才能实现, 更不用说考虑盈利了.”

MoffettNathanson分析师迈克尔·内桑森他称这家公司是“我们期待已久的瘦身运动捆绑产品”,“添加, “It seems to us this is a long overdue repackaging of linear’s core content that strips out the bloat of non-exclusive content found cheaper elsewhere.”

His major caveat was that this bundle also excludes each of the company’s news and general entertainment networks, 再次指出定价将是关键.

Pescatore thinks it all feels like “a slightly defensive move” that reflects the massive shift towards streaming. 除非迪士尼或WBD突然收购AppleTV, 那么美国职业足球大联盟的版权将在未来十年被捆绑. Netflix also shelled out $5bn to own WWE rights as it seeks to build its own live sports subs base.

Huddling together to form economies of scale and share the burden of increasingly expensive sports rights may be the last resort for legacy media which simply do not have the deep pockets nor non-media revenue generation of Big Tech like Amazon, 谷歌, 或者苹果.

“Deals such as this represent one of the key routes available to providers to reduce fragmentation, 降低风险, 更大的控制力,他说. “的re is a huge focus in the US industry on cutting costs and driving greater efficiencies to improve margins for the year ahead. 我们可以预期未来会有更多的颠簸. We can also expect other companies and markets to follow developments closely with a view of replicating it in other territories should it prove to be successful.”

乔治·萨拉扎伊(George Salazai)将这项投资称为“体育界的Hulu” 好莱坞记者他指出，这种顶级婚姻很少有好结果. 所有的合作伙伴都需要团结一致关于战略和财务目标, 然后是版权管理的技术机制, 数据分析, 并对客户进行管理解决.

“So will the sports vehicle end up working much differently than Hulu which started as a streaming venture only to end up with a deal for Disney to become the sole owner?Salazai推测道.

的美国游戏协会 (AGA)预计，美国将有26%的人.S. 成年人将在本周日的超级碗上下注，总金额为230亿美元.

版权所有者和体育联合会都将体育博彩视为打开这个王国大门的钥匙. 作为英国报纸《百家乐app下载》注意到，ESPN刚刚发布了一份冗长的特性美国国家橄榄球联盟对体育博彩不那么敌对的看法. EPSN围绕着这个故事，链接到赌徒的分析和建议文章. A link to the ESPN BET sportsbook is “prominently” placed just below the latest scores on ESPN.com. 去年，ESPN与游戏公司宾夕法尼亚娱乐(Penn Entertainment)达成了一项20亿美元的协议推出品牌体育博彩.

酋长队和49人队将在忠诚体育场进行对决, 体育直播的拉斯维加斯化几乎还没有开始.

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