Watching sports has become increasingly complex – here’s why

The upcoming NFL season is shaping up to be a must-watch event, but for fans looking to catch all the action, it’s going to require a bit of a subscription spree. With games spread across a variety of platforms and services, staying up-to-date on all the latest matchups will mean shelling out for multiple subscriptions.

To start, fans will need access to traditional broadcast channels like Fox, CBS, and NBC, as well as cable for ESPN. Additionally, they’ll have to subscribe to streaming services such as Netflix, Peacock, ESPN+, and Amazon Prime Video. And for out-of-market games, Google’s YouTube TV is the go-to option for NFL Sunday Ticket.

The fragmented sports landscape is a result of legacy media players and tech giants vying for lucrative media rights deals. With sports content in high demand due to its ability to attract large audiences, leagues are able to drive up the price of rights in negotiations.

The NBA, for example, is currently in negotiations for a new media rights package that could fetch up to $75 billion. And even college sports are feeling the effects of this fragmentation, with Warner Bros. recently securing a deal for College Football Playoff games.

As the industry continues to evolve, fans may find themselves facing more confusion and higher costs as they navigate the ever-expanding array of subscription options. While the competition for sports rights heats up, it’s ultimately the fans who may end up feeling the impact of this “war of eyeballs.”