Streaming has transformed how we consume content and the demand for digital media has reshaped industries. Yet, the Premier League, arguably the most globally popular sports league, remains tethered to traditional broadcasting. The latest domestic TV rights deal, pairing Sky and TNT Sports (formerly BT), solidifies this position. But why has the Premier League, a leader in so many areas, held back on embracing streaming fully?
Back at the beginning of the previous cycle in 2019, Amazon joined the fold with a modest 20-game package, though the general sentiment was that this was the first domino to fall on the path to an inevitable streaming takeover. Five years later, Amazon has quietly exited, and the predicted revolution has yet to arrive—at least domestically.
Since the league’s inception in 1992, Sky has had a stranglehold on domestic TV rights, as the majority owner in every cycle. To say this has been lucrative for the media giant is an understatement, with the Premier League serving as one of the main drivers of their subscription numbers in the three decades since. However, there has been some stagnation in the value of these rights in recent cycles.
Younger audiences overwhelmingly prefer flexible, on-demand, and online content. However, Sky’s attempt to cater with NOW TV falls flat—offering a digital version of the same costly package without truly addressing the digital generation’s needs. Yes, you may score a deal with massive reductions for the first six months, but this just kicks the can down the road.
With under-25’s broadcast TV viewership down 73% since 2012, it’s abundantly clear that these changes in viewing habits need to be accounted for. But it’s not just young people. The shift toward streaming is undeniable. UK broadcast TV viewership is declining at its fastest rate ever. Weekly reach fell from 83% in 2021 to 79% in 2022, and daily broadcast viewing dropped by 12%. Even those aged 65 and over are turning away from the channels, down 8% in the same year (OFCOM).
The digital consumer wants specific things: They want quick access to games, on all their devices, and they certainly don’t want to pay for a full TV package (or multiple), the majority of which will never be used. The more digitally inclined generation is used to a more streamlined viewing experience, and both Sky and the Premier League realise this. If they cannot provide it, more and more fans will turn to illegal streaming.
The rise of illegal streaming underscores the urgency of finding a solution that works for fans. Younger viewers, accustomed to flexible and affordable options, often turn to these streams when legal alternatives fail to meet their needs. This not only impacts broadcasters but also undermines the league’s long-term revenue potential. Research from 2019 estimated that Premier League clubs lose up to £1 million per match in sponsorship revenue due to diminished viewership on official channels; a number which has undoubtedly risen in the years since. And though it seems authorities are cracking down on the illegal streaming industry, with numerous prosecutions concerning its distribution, this is likely but a drop in the ocean. Anti-piracy measures can only go so far; the real solution lies in offering an accessible, high-quality streaming option that aligns with consumer expectations. Of course, this is not to say that such illicit streams are justified, as the loss/devaluation of broadcast rights causes negative repercussions that trickle down the football pyramid. But the demand is there, and the league needs to address why that is.
So why hasn’t the Premier League created its own streaming service?
While a streaming alternative seems to make a lot of sense, the logistics are tricky. Clubs have three main revenue sources; stadiums, sponsorship, and TV money. Broadcaster’s ability to pay upfront for media rights works tremendously in their favour, and clubs, especially those more constrained by FFP and PSR, will not want an interruption to their incomings. An in-house platform would require enormous infrastructure investment while introducing revenue uncertainty. Furthermore, the Premier League faces legal constraints. EU laws—still mirrored in the UK—require rights to be split among multiple broadcasters to avoid monopolies. While an in-house streaming service could bypass these rules, the shift would undoubtedly invite scrutiny from regulators. And if it’s not in-house, it can’t be all-in-one.
Richard Masters, Premier League chief, has hinted at the possibility of change, stating in 2020: “I’m not saying it will happen in the next cycle, or when it will happen, but eventually the Premier League will move to a mix of direct-to-consumer and media rights sales.” Rather than jumping in head-first with a complete switch to streaming, it appears the league will look to strike a delicate balancing act: embracing innovation while protecting its lucrative partnerships with the likes of Sky.
Amazon’s recent departure from the Premier League fold adds another layer of complexity. It was seen as a test case for streaming’s future in the league. But their decision to pull out of the race for PL rights, and instead shift focus to the Champions League, leaves questions about the profitability of streaming Premier League games domestically. While Amazon’s model has thrived in the U.S. with the NFL’s Thursday Night Football—valued at $1 billion per year—the UK market poses different challenges. Football’s continuous play, unlike the stop-start nature of American sports, limits opportunities for ad breaks, making it harder to generate revenue at the same scale.
Other leagues have embraced streaming with varying levels of success. The NFL’s Sunday Ticket, now exclusive to YouTube TV, represents a major shift toward streaming for out-of-market games. The NBA offers all games as part of its global subscription service, League Pass, complete with extras like replays and analysis, but it accounts for only a fraction of the league’s overall media revenue. Most notably, the MLS has taken the leap, partnering with Apple TV in a $2.5 billion, 10-year deal that gives the platform exclusive domestic rights.
But who, if anyone, will usher in domestic streaming of the Premier League? A frontrunner in the eyes of many is DAZN.
In recent years, the streaming giant has strategically expanded its Premier League broadcasting footprint across international markets. They have partnered with Play Sports to provide PL coverage in Belgium, and in August 2024, secured exclusive PL rights to all 380 matches per season in Spain and Portugal for the 2025–2028 cycle, complementing its existing Serie A and Bundesliga coverage in Europe. DAZN has expressed interest in acquiring domestic rights for the PL, with CEO Shay Segev calling it a “high priority.” However, the company remains cautious, emphasising financial sustainability over aggressive bidding. With Apple finding their feet in football streaming in the States, and Amazon reluctant to commit to the league, DAZN looks best positioned for the role.
So what does the future hold? A full pivot to an in-house streaming service seems unlikely in the short term, but a hybrid model—combining traditional broadcasting with direct-to-consumer options—is something fans are crying out for. And not the usual 80/20 split for Sky, but a framework through which they can access the majority of games without needing to purchase a TV bundle they won’t use. The logistics of such a deal are complicated, for sure, but if the suits at Sky can’t figure it out, someone else will. To their credit, Sky has shown an openness to streaming with their own service, NOW TV, as well as partnerships with Netflix and Paramount+. They likely realise that their traditional market is shrinking by the year, and failure to embrace a streaming partner will jeopardise their dominance in PL media rights.
Such an approach could allow the Premier League to retain the financial stability of upfront broadcaster deals while gradually catering to a digital-first audience. However, the dream scenario for fans, a single source for all their Premier League needs, looks unlikely to come any time soon.
For now, the league’s cautious strategy reflects the complexity of its position. Many expected to see some move in the direction of streaming this cycle but were left disappointed. The next few years will consist of many meetings, strategic assessments, and hopefully, big changes. With over 35 million people consuming PL content domestically last season (59% of the total UK TV audience), demand has never been higher. But if the Premier League does not address the cultural shift in media consumption, the losses will continue to grow.