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Speaker 1: This is the Bloomberg Business of Sports show, where we

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Speaker 1: explore the big money issues in the world of sports.

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Speaker 1: I'm Scarlett Foe and I'm Damien Sass. Huge news today

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Speaker 1: for football fans who are also cable TV court cutters,

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Speaker 1: because the NFL announced it will be launching a new

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Speaker 1: streaming service called what else NFL Plus? All Right, the

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Speaker 1: dollar amounts here that you need to pay attention to

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Speaker 1: four dollars nine cents per month. Users would be able

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Speaker 1: to stream certain NFL games on mobile devices. A premium version,

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Speaker 1: which would include commercial free replace of games, would cost

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Speaker 1: nine dollars a month. Bloombergs Jerry Smith was the reporter

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Speaker 1: behind this story, and he joins us now to tell

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Speaker 1: us more. So, Jerry just recap for us here what

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Speaker 1: NFL Plus is and what it is not. So NFL

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Speaker 1: Plus is a streaming service that the league is launching

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Speaker 1: this week, and the key thing about it is that

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Speaker 1: it's um these are games that you can watch only

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Speaker 1: if you're watching through your phone or your tablet. So

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Speaker 1: the NFL took rights that usually belong to Verizon, and

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Speaker 1: they took those rights back and they use them to

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Speaker 1: create this streaming service. UM. As far as the games

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Speaker 1: you can watch. You can see Thursday Night football, Sunday

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Speaker 1: Night Football, Monday Night football, and games on Sundays that

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Speaker 1: would normally be on your local TV station like CBS

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Speaker 1: or Fox. But the key difference here is that these

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Speaker 1: are this is only mobile. You can only watch these

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Speaker 1: games if you're on a phone or tablet. Well, Jerry,

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Speaker 1: talk to me about the menu, the the fact that

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Speaker 1: you can watch via NFL Plus. You can pay what

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Speaker 1: that was a month or forty dollars a year, but

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Speaker 1: then there's a commercial free option. Is that right? And

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Speaker 1: so I mean, just talk to me a little bit

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Speaker 1: about what's the offering. Yeah, So there is a premium

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Speaker 1: version that has a few more things. One is that

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Speaker 1: you can UM watch replays of games after they've happened

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Speaker 1: without any of the commercials. And the premium version, which

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Speaker 1: is a month or or year, it also as UM

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Speaker 1: shows from the NFL Network and Archives of NFL Films,

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Speaker 1: which is the league's UM documentary film UM division. So um.

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Speaker 1: You know, if you're just an NFL super fan and

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Speaker 1: you really can't get enough, the premium version might be

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Speaker 1: for you. But the first run of the game will

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Speaker 1: still have commercials, right, that's right. Yeah. I mean I

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Speaker 1: don't know that many people that like watching football games

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Speaker 1: after they've happened, but um, you know exactly, um you know,

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Speaker 1: I mean, you know, if you think about it, this

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Speaker 1: is um, you know, if you're a cord cutter and

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Speaker 1: you don't have access to say Fox, and Fox has

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Speaker 1: Sunday afternoon NFL games, I mean, this is a way

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Speaker 1: that you could watch those games on your phone or tablet. Um.

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Speaker 1: But a lot of these games are also available if

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Speaker 1: you have an antenna. If you have a digital antenna

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Speaker 1: and you want to watch the CBS station or the

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Speaker 1: Fox or the NBC station for free. Um, you know,

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Speaker 1: that's another way that you could get this. Um. You

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Speaker 1: know Peacock, which is NBC streaming service. You know they

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Speaker 1: are streaming their Sunday night football games. Uh. And obviously

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Speaker 1: Amazon has the Thursday Night Football package exclusively this year,

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Speaker 1: So the Thursday night games you could watch, you can

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Speaker 1: also watch on your TV through your Prime Video subscription.

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Speaker 1: So Jerry, then I mean the other thing I wanted

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Speaker 1: to so this is basically the Verizons out right game

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Speaker 1: pass I guess is out then? Um, what does this

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Speaker 1: mean for you know other sort of like red Zone

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Speaker 1: for example. I mean, does this impact any of the

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Speaker 1: you know, other programming that the NFL offers. It doesn't.

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Speaker 1: And one thing that is still outstanding here is NFL

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Speaker 1: Sunday Ticket, which would allow you to watch um, you know,

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Speaker 1: out of market games, and that's something that the NFL

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Speaker 1: is currently in discussions with. UM. You know, Apple and

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Speaker 1: Amazon seemed to be the two front runners to acquire.

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Speaker 1: And this is direct TV, right, this is the direct

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Speaker 1: Direct TV has had the rights to for so for years. Yeah,

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Speaker 1: that's the big one. And of course, the likes of

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Speaker 1: Apple and Amazon and any big tech company for that matter,

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Speaker 1: has at their disposal a lot of cash which the

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Speaker 1: traditional broadcasters don't. Um. I want to touch on that

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Speaker 1: idea of the out of market games. Why has this

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Speaker 1: local TV market set up persisted even though it's clear

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Speaker 1: that fans are distributed around the country. I mean, fantasy

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Speaker 1: football and sports betting, both of which the NFL is

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Speaker 1: behind and supports, have just made it more silly that

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Speaker 1: people can only watch the games that are playing in

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Speaker 1: their local market. Yeah, and this is it is unique

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Speaker 1: to the NFL. You'll you'll see this as a sports

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Speaker 1: fan in a lot of different cases. Baseball as well,

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Speaker 1: where there's um blackout rules where you can't watch games

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Speaker 1: if depending on what market you're in, and it's really

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Speaker 1: designed to protect um, the TV networks that are paying

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Speaker 1: a lot of money to these leagues for these rights,

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Speaker 1: and they want to be the exclusive broadcaster of those

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Speaker 1: games of that local market. UM. So that's why you

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Speaker 1: know there's different products depending on what market you're in.

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Speaker 1: I mean, it can make your head spin when you

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Speaker 1: start to really think about all the different rights in

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Speaker 1: the NFL. Is is better at this than any other

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Speaker 1: league in terms of just slicing indicing the rights up

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Speaker 1: two different media partners. Um. And as a fan, it

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Speaker 1: can be confusing. You have to figure out, well, what

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Speaker 1: this game is on this app and it's only available

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Speaker 1: if I'm on my phone, uh, in which market I'm in?

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Speaker 1: And so it gets to be confusing. It's certainly been

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Speaker 1: good for the NFL in terms of generating more revenue

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Speaker 1: and profits and you know, reaching a younger audience of

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Speaker 1: people who aren't subscribing to cable anymore. Well, let's talk

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Speaker 1: about that, NFL. Let's talk about the revenue and profits, right,

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Speaker 1: I mean, by my back to the napkin here you know,

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Speaker 1: viewership declined a couple of years ago post pandemic, but

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Speaker 1: now they're regular The NFL was regular season audience for

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Speaker 1: it was ten percent last year, averaging something on the

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Speaker 1: order of seventeen point one million viewers a game. Let's

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Speaker 1: just say half of them did to go and sign

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Speaker 1: up for NFL Plus on an annual I mean we're

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Speaker 1: talking what million. I mean just stupid numbers. I mean,

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Speaker 1: talk to me about your expectations or based on what

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Speaker 1: you're hearing here, what's the growth in viewership for NFL Plus,

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Speaker 1: what's the potential there? Yeah, so the NFL isn't um

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Speaker 1: discussing what their subscriber goals are or any any projections

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Speaker 1: they have for NFL Plus yet. UM, but I think

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Speaker 1: just zooming out a little bit. If you think about

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Speaker 1: the entire television landscape, everything is going down for the

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Speaker 1: most part except the NFL and the NFL regular season

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Speaker 1: viewership went up last year. But if you look at

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Speaker 1: UM entertainment programming in general, it's it's really taken a

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Speaker 1: nose dive in the last few years as cord cuttings accelerated,

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Speaker 1: and that it really hasn't benefited the NFL. I mean,

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Speaker 1: you look at the top fifty programs on TV, um

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Speaker 1: at least forty of them were NFL games. I mean,

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Speaker 1: it's it's extraordinary, and um, you know, it helps a lot.

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Speaker 1: The TV networks still really want these rights because it

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Speaker 1: still draws advertisers, because it still draws an audience unlike

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Speaker 1: really anything else on television. And now you've got these

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Speaker 1: big tech companies that are interested in buying these rights,

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Speaker 1: and they're competing with the media, the traditional media companies,

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Speaker 1: and more competition means that the value of these rights

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Speaker 1: keeps going up. Um. So that's why a lot of

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Speaker 1: people are watching Sunday Ticket because you've got Amazon and

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Speaker 1: Apple that appear to be taking this seriously. And so

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Speaker 1: the the NFL has been very savvy about uh not

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Speaker 1: only you know, continuing to work with the traditional broadcasters

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Speaker 1: because that's still where the largest audience is, but they've

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Speaker 1: started to introduce new media partners, these big tech companies. Amazon,

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Speaker 1: for instance, has been broadcasting Thursday night football and now

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Speaker 1: Apple is starting to show interest. So uh, it's it's

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Speaker 1: a very interesting landscape. And the NFL is still the

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Speaker 1: largest most popular entertainment programming out there. Yeah. I remember

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Speaker 1: reading that Tim Coo, the CEO of Apple, is or

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Speaker 1: has been meeting with NFL team owners, schmoozing them and um,

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Speaker 1: you know, getting to know them and making his case

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Speaker 1: for why Apple should be considered the partner here. Um,

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Speaker 1: I take it that this NFL Plus streaming service will

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Speaker 1: start in time for the new season. What are the

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Speaker 1: questions you still have? What are the outstanding questions you're

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Speaker 1: wondering about as you report out the story and look

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Speaker 1: into how else the NFL will slice and dice it's

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Speaker 1: it's TV rights? Well, yeah, I mean I think that

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Speaker 1: one of the one of the big questions here with

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Speaker 1: NFL Plus is if it became very popular, Um, you know,

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Speaker 1: what effect would that have on the traditional broadcasters? Because

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Speaker 1: now you you know this, this product is a mobile

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Speaker 1: only product, but it still is competing with um, you know,

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Speaker 1: NBC Sunday Night Football and and uh ESPNS Monday Night

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Speaker 1: Football and and so if more people started signing up

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Speaker 1: for NFL Plus, does that have any um you know,

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Speaker 1: does that dilute the audience on the traditional TV stations

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Speaker 1: that because essentially there's there's overlap here, there's different ways

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Speaker 1: that you can watch the same game. Well, I have

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Speaker 1: a quick question. And maybe this gets really technical, but

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Speaker 1: if it's only for your mobile device, your phone or

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Speaker 1: your tablet, can't you mirror that onto whatever big screen

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Speaker 1: you have in your house or if you are a

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Speaker 1: bar owner at your bar you are, yeah, you can

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Speaker 1: do that. And you know, savvy people who know how

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Speaker 1: to to mirror can do that. Um. But you know,

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Speaker 1: in general, I think it's it's seen as a way

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Speaker 1: for people to watch on their phone and tablet, and

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Speaker 1: certainly there's all sorts of ways that people, um in

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Speaker 1: the court cutting age, have found work around well. I mean,

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Speaker 1: people are only getting savvier. With inflation rising as much

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Speaker 1: as it has UM, everyone's looking for an excuse to

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Speaker 1: reduce some expense or another, and this sounds like a

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Speaker 1: good way to do just that. Yeah, and you could

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Speaker 1: buy it in a digital antenna for thirty or forty

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Speaker 1: dollars and then you could just watch a lot of

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Speaker 1: these games for free that way on your TV. Yeah,

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Speaker 1: you know. I mean my last question, Jerry is can

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Speaker 1: you speak to me a little bit abo? Uh? You

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Speaker 1: know the revenue share here? I mean, like how I

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Speaker 1: just educate me a little bit? You know? When you know,

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Speaker 1: Brian roll out the NFL's chief Medium Business officer goes

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Speaker 1: ahead and negotiates these deals with Amazon or with Director

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Speaker 1: or whoever. Um, you know, how does that work? Like

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Speaker 1: how involved are the individual teams that are individual owners

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Speaker 1: with with with these types of opportunities? Are they involved

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Speaker 1: at all? We're not. I don't know. I think that's

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Speaker 1: an excellent question and I would love to know more

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Speaker 1: about how involved they are. But um, but yeah, I mean,

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Speaker 1: you know, we just saw this deal last year where

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Speaker 1: the NFL renewed with all of the major broadcast partners

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Speaker 1: and Amazon for over a hundred billion dollars UM. And

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Speaker 1: that's a huge number, and it it just shows just

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Speaker 1: how um, you know, how much interest there is from uh,

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Speaker 1: the traditional broadcasters and the tech companies and um, you

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Speaker 1: know obviously all of that TV dollars, it trickles down

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Speaker 1: to the teams and how much they can pay their players. Mean, everything,

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Speaker 1: the whole ecosystem is connected, and uh, the money that

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Speaker 1: comes from these media rights is really what's feeling all

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Speaker 1: of that? Jerry like a question for Roger Goodell A Scarlett. Absolutely, Jerry,

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Speaker 1: thank you so much. Thank you. Jerry Smith is a

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Speaker 1: Bloomberg Media reporter, which means he spends a lot of time,

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Speaker 1: Damien writing about the NFL and increasingly big tech companies

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Speaker 1: and and how much they're willing to pony up to

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Speaker 1: broadcast these games. Well, we should have asked them about

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Speaker 1: I mean individual team revenues. I mean, that was the

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Speaker 1: next question. If I did get to ask, it was

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Speaker 1: you know, I mean, you see the Packers, I mean,

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Speaker 1: the revenue just hit a record five dred and eighty million,

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Speaker 1: and as fans are returning to two stadiums, right, so

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Speaker 1: you know, there's a lot of money at stake here

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Speaker 1: and a lot of money to go around, and it

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Speaker 1: seems like the pies only getting bigger. Scarlet Yeah, well

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Speaker 1: to the exclusion of other pies even growing, right, because

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Speaker 1: there's one sport that matters the NFL, football, and then

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Speaker 1: everything else is kind of just on the sidelines. This

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Speaker 1: is the Bloomberg Business of Sports podcast. I'm Scarlet Food

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Speaker 1: here with Damien Sassaur. Be sure to catch us each

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Speaker 1: and every Monday, Wednesday and Thursday where we explore the

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Speaker 1: world of money in sports. Follow me on Twitter at

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Speaker 1: Scarlet Folm and follow me on Twitter at the hour

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Speaker 1: you're listening to Bloomberg Business of sports on Bloomberg Radio

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Speaker 1: around the world,