YouTube signs $2bn deal to stream NFL matches in US

Video streaming service YouTube has signed a $2 billion per year deal with National Football League (NFL) in the US. The deal is a multi-year contract between the Google-owned over-the-top (OTT) content streaming platform and the top American football league of the US, The Wall Street Journal reported on Thursday citing sources close to the development.

The deal is also exclusive — suggesting that YouTube will have the sole streaming rights to NFL’s ‘Sunday Ticket’ prime time matches from the tournament’s 2023 season. The latter will be available as add-on programs on YouTube’s US-only premium live television streaming service, YouTube TV.

The deal suggests a move away from conventional television broadcasting, which have typically always been used by sporting leagues and events. NFL itself already has an exclusive partnership in the US with Amazon Prime Video for its ‘Thursday Night Football’ matches, while Apple’s TV+ subscription service has rights to live stream some of US’ Major League Baseball matches.

Last month, the WSJ reported that video streaming platform Netflix is also looking to sign similar exclusive deals with sports leagues and programs around the world, amid a phase of stagnation in the firm. OTT platforms, whose live streams largely started with events such as online gaming, have also picked up pace in India, but have so far not moved to streaming prominent tournaments exclusively online.

Even conventional broadcasters have adopted internet-based streaming of tournaments through their own apps and platforms, such as that by Disney-owned sports broadcaster, ESPN. The latter, as per WSJ, was also one of the bidders for the NFL Sunday Ticket matches, alongside Apple and Amazon.