For VIP+ subscribers only: Senior media analyst Gavin Bridge explains why Premier League rights stayed with NBCUniversal
It was for this reason that NBCU fell foul — or offside — of the Premier League last season. The company opted to use the Premier League as a primary driver for subscriptions to Peacock soon after the service launched and cut the number of games airing on traditional TV. The EPL, with the number of televised games in the 2021-22 season to date increasing over last year as NBCU tried to placate its partner.
Furthering the case of the EPL to remain on TV is the strong performance of games. Compared with the same period in 2016, the total audience watching games on NBC is down by -0.4%, with the average cable audience actually increasing by 5.4%. The 18-49 audience — those most likely to cut the cord — has seen declines of -17.9% for broadcast and -10.
This is the opposite of the Serie A Paramount+ deal, which sees the best games on the SVOD platform and a single game a week broadcast on CBS Sports Network. Incidentally, for the season to date, not one Serie A game has seen a total audience of 200K or more on CBSSN. The EPL is a rare media property in 2021 that is thinking of more than just a cash infusion. With its closest rivals all opting to lock up their content on ESPN+ or Paramount+, the path is open for Premier League to dominate the minds of soccer fans using the platform that still has the greatest overall reach in the U.S. — TV.
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