Kelly Scott Madison

Sports Corner: Live Streaming



Yahoo is well positioned to capitalize on the live-streaming sports market. Discover what's at stake

Announced in June, Yahoo struck an exclusive deal with the National Football League (NFL) to stream the first free, live global webcast of the International Series matchup between the Buffalo Bills and Jacksonville Jaguars in London. In addition, Yahoo sold TV-style video ads and sponsorships around the game.

This was a huge win for Yahoo against rivals like Google and Facebook, who have been leading the industry in ad dollars and acquisitions. It not only gives Yahoo a point of distinction from their competitors, but it also expands their user base. Consumers are clearly getting their content across different platforms, but for years, live sports have been the one impediment that has given pause to the cord cutting movement. Up to this point, broadcast and cable networks have retained the NFL league rights. However, the NBA, NHL and MLB have begun to offer up their product straight to the consumer with their own over-the-top platform. If this deal is deemed successfulfrom both sides, Yahoo and the NFL, we could see additional live sports deals with online properties.

So how did it go? Some consumers criticized the intermittent choppy feed. However, the NFL was reportedly pleased with the quality of the stream across multiple devices. Most importantly, this experiment proved that streaming could become a primary distribution platform for games to come, not only for football but all sports. Yahoo will likely... 

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