Eric Bolte-Imagn Images
The world of professional sports broadcasting is changing dramatically, and the NHL is no exception.
Hundreds of thousands of fans have chosen to “cut the cord” and consume their favorite sports through online streaming services and direct-to-consumer platforms bubbling up across the planet. And NHL teams have embraced the streaming industry, working on a partnership with state-of-the-art companies such as Victory Plus and Amazon Prime Video.
The topic came to the forefront again Monday when Prime Video aired its first Monday Night Hockey broadcast in Canada, a showdown between Sidney Crosby’s Pittsburgh Penguins and the exciting Montreal Canadiens.
NHL commissioner Gary Bettman spoke out this week about the league’s commitment to streaming services, telling reporters in Montreal he was confident the league’s strategy would pay off with fans who are ready to commit to the latest types of distribution and broadcast partners.
“I believe (Amazon) Prime is more widely distributed than any other platform — cable or satellite — in the country,” Bettman told the media, as reported by Stu Cowan of the Montreal Gazette. “Most people have Prime. And as the media landscape continues to evolve with technology, there are going to be changes in distribution. Having said that, judge the quality of the product they put out and how they cover the game and then decide instead of in advance whether or not there’s a concern there. And I think Prime’s going to do a great job.”
Bettman acknowledged that the TV-watching world is making a monumental shift to a new type of broadcasting experience, telling media that the NHL isn’t the only sports league that has to adapt.
“The world’s moving away from cable TV,” Bettman said. “Cord-cutting, ‘cord-nevers’ continues and the reach of cable and satellite is not what it was and the world – putting us aside – is moving towards other forms of distribution.”
We think Bettman is right – you can’t be complacent as an entertainment entity, and you have to go where the rest of the industry is going. So it makes sense the NHL is diversifying and trying to connect with consumers in all types of ways. The alternative – simply sticking with one way of showing games – will result in a product that fewer and fewer people watch, so we have no problems with the league doing whatever it can to reach fans.
Now, there are fans who aren’t prepared to pay for two or more different streaming packages to air all of their favorite team’s home games online. The challenge for the NHL and its broadcasters is to satisfy every type of fan while putting out a product that compels fans to subscribe to platforms for online-only games. ESPN brought on American subscribers for their exclusive ESPN+ broadcasts, and Prime Video will have to convince Canadians to join in as well.
Time will tell if the NHL’s broadcasting strategy is the right one. But for the moment, at least, the league is trying to get out in front of the streaming services business. You can’t fault them for that. The world is moving and changing faster than ever, and sports leagues have to move and change with it.
For more on the future of streaming in hockey, here’s Katie Gaus with Michael Traikos and Ryan Kennedy:
(Can’t see the video? Click here.)
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